NewPrinces Group, the food company that acquired Carrefour’s Italian operations last year, is preparing to rebrand the stores under a brand familiar to millions of Italians. Strengthening the connection with consumersThe historic Italian supermarket brand GS, which disappeared after being acquired by Carrefour in 2000, is making a comeback. NewPrinces Group, the new owner of the Italian Carrefour stores, is reestablishing GS as the flagship brand for the group’s retail operations. The company recently unveiled the new logo, inspired by the old GS brand (notably a red circle, just like the GB brand that Carrefour acquired in Belgium during the same period). The goal is to strengthen the connection with the end consumer through a recognizable brand rooted in the legacy of Italian retail.