Decò celebrates 20 years of history: the SuperConcorso begins and the national debut on TV on Mediaset

Twenty years of growth, innovation and relationships with customers, but above all a new starting point. Decò celebrates its first twenty years in 2026 with a detailed plan of commercial and communication initiatives that will accompany the brand in the coming months and involve the entire network. Born in 2006, Decò has gone through two decades of profound transformations in distribution and consumer behaviour, building a strong and recognizable identity over time. A decisive step for the growth of the brand came in 2014 with the strategic agreement between Multicedi and Arena Group. Today the two companies equally share the ownership of Decò Italia, carrying forward an entrepreneurial partnership that has been able to enhance skills, experience and roots in their respective territories. The brand's growth path today is based on some strategic guidelines: the centrality of Decò and Gastronauta brand productsthe complementarity between the direct network and franchisee entrepreneurs, the evolution of formats and a commercial policy aimed at combining convenience and value for the consumer. The '20 years of Decò SuperCompetition' is underway: over 1.2 million euros to reward loyal customers The SuperCompetition 20 years of Decòscheduled from September 14th to November 1strepresents one of the main initiatives dedicated to the twentieth anniversary. With a total prize pool of over 1.2 million euros and more than 50,000 prizesthe operation developed by Multicedi and Gruppo Arena aims to further strengthen the relationship between the brand and its customers. Up for grabs: 20 Fiat 500 1.0 Hybrid cars 20 Honda SH 125 ABS scooters 200 Samsung Smart TVs 200 Atala bicycles 50,000 Decò Gift Cards worth 5, 10 and 20 euros 2 travel vouchers Participation in the competition involves three simple steps: download or update theDecò App of Multicedi or Arena Group; present the loyalty card at the checkout before paying, through which for every 20 euros spent the customer will receive a game token on the App; finally use the accrued tokens to immediately discover any winnings. Even the Decò brand product line will be the protagonist of the initiatives for the twentieth anniversary: from 11 September to 10 Octoberloyalty card holders will be able to benefit from one 10% discount at checkout on all Decò brand products. From September 11th to December 27th space also for 'Anniversary Products'an initiative that will involve some of the main brands in the consumer goods industry. Beyond 40 products they will be highlighted within the brand's promotional flyers, with particularly convenient conditions reserved for loyalty card holders. The commercial initiatives developed for the twentieth anniversary represent one of the strategic levers of the entire projectwith the aim of offering concrete opportunities of convenience to customers, widely involving the entire network of Decò sales points of Multicedi and Gruppo Arena and further strengthening the positioning and identity of the brand in the territories in which it operates. An integrated media plan and the national debut on Mediaset networks To support the initiatives for the twentieth anniversary there will be an articulated media plandeveloped to amplify the visibility of 20 years of Decò and generate traffic and attention towards the points of sale of the entire network. The plan will include poster campaigns, radio spots on local and national broadcasters and on in-store radios, digital campaigns, activities on social channels and a national television campaign. For the first time, in fact, Decò will be featured on the national Mediaset television networkswith a celebratory campaign dedicated to the twentieth anniversary, planned by September 14th to October 3rd and accompanied by the communication of the main commercial initiatives and the Super Competition. An investment that marks a further step in the evolution of the brand, strengthening its visibility and positioning at a national level and supporting, at the same time, the commercial initiatives developed for the entire network. Gabriele Nicotra, General Director of Decò Italiadeclares: « The twentieth anniversary represents an important opportunity for Decò to enhance the progress made and, at the same time, give new impetus to the development of the brand. We have built a project that brings together convenience, Decò brand products, loyalty and communication, with initiatives designed to involve the entire network and further strengthen the relationship with our customers. The SuperCompetition and, for the first time, a campaign on national television networks give the twentieth anniversary an even broader dimension and demonstrate the desire to continue investing in the recognisability and strength of the Decò brand. The objective is to transform the strength of this anniversary into new energy for the brand, continuing to make it increasingly recognisable, competitive and close to our customers .» Giovanni Arena, CEO of Gruppo Arena and President of Decò Italia and Gruppo VéGé, declares: « Twenty years represent an important milestone, but for us they are above all a point from which to start again. The partnership built with Multicedi has demonstrated over the years the value of a shared entrepreneurial vision, capable of bringing together different skills, territories and organizational models around a common project. Decò has grown by keeping the customer at the center and building a relationship with families based on trust, convenience and quality. Today we choose to celebrate this anniversary by investing further in the brand: the SuperCompetition, the commercial plan and the debut on national television networks are part of a broader strategy, designed to strengthen the brand and create value for the entire network. We look to the coming years with the same concreteness and ability to innovate that have accompanied our journey thus far, aware that growth is built by continuing to invest in the future. » Harald Antley, CEO of Multicedi, states: « Celebrating twenty years of Decò means looking at an extraordinary path of growth and consolidation on the large-scale retail market. Our strength comes from the ability to constantly evolve the brand, making it a point of reference for quality and convenience. The debut on national television networks and the launch of this important promotional operation represent a historic turning point that rewards the trust of our customers and testifies to the solidity of our strategic alliance. This anniversary is not just a milestone, but the industrial and commercial base on which we will continue to invest, focusing decisively on format innovation and the development of Private Label to face the challenges of the future. » For Multicedi and Arena Groupthe initiatives for the twentieth anniversary thus represent not only the celebration of a shared path, but the start of a new phase of development of the Decò brand, founded on innovation, convenience, enhancement of the offer and strengthening of relationships with customers.