Decò turns twenty: the growth of a brand born in 2006

Decò celebrates its twentieth anniversary in 2026, a milestone that the Sicilian large-scale distribution brand accompanies with a plan of initiatives spread across its entire network. The brand was born in 2006 and has gone through two decades of profound transformations in the distribution sector and in consumer behavior. The most significant turning point in the brand's history dates back to 2014, when Multicedi and Gruppo Arena signed a strategic agreement that led the two entities to equally share ownership of Decò Italia. Since then, the partnership has brought together diverse skills and experiences, as well as a strong presence in their respective territories. At the core of the brand's growth are some strategic choices: the centrality of private label products (Decò and Gastronauta), the balance between direct network and franchising, the evolution of sales formats, and a commercial policy aimed at balancing customer convenience and sustainability of the model. For the occasion, from September 11 to October 10, loyalty card holders will receive a 10% discount on Decò branded products, while from September 11 to December 27, the "Anniversary Products" initiative will launch, featuring over 40 references from some of the leading consumer brands, highlighted in promotional flyers. These initiatives are complemented by the "SuperContest 20 years Decò" (September 14 - November 1), which offers cars, scooters, smart TVs, and bicycles as prizes through the brand's app. The twentieth anniversary will also be accompanied by a media plan that for the first time brings Decò to national television networks Mediaset, with a campaign running from September 14 to October 3, in addition to billboards, radio spots, and digital and social activities. «The twentieth anniversary represents an important opportunity for Decò to highlight the journey taken and, at the same time, to give new momentum to the brand's development», declares Gabriele Nicotra, general manager of Decò Italia. On the same line Giovanni Arena, CEO of Gruppo Arena and president of Decò Italia and Gruppo VéGé: «Twenty years represent an important milestone, but for us they are above all a starting point», emphasizing the value of the «shared entrepreneurial vision» built with Multicedi. For Harald Antley, CEO of Multicedi, the anniversary marks a «historic turning point» for the brand, with the aim of continuing to invest «in the innovation of formats and the development of the Private Label».