PROVIGO OPENS THIRD ONTARIO MAXI STORE
By Adnews Staff
Provigo Inc. of Montreal opened its third Maxi & Co. outlet in Ontario this week. The 90,000 square foot outlet features general merchandise such as groceries, home entertainment products, light hardware products, storage, household and kitchen items, as well as fragrances and health and beauty products. In addition, the store features a branch of the Toronto Dominion Bank, a photo finishing counter, framing and laminating service, a key cutting service, a lottery counter and an in-store dry cleaner. Maxi & Co. also features spacious aisles and is decorated in warm colors such as butter, burgundy and turquoise. The new outlet is being promoted using newspaper and radio ads, as well as direct mail and public relations. The campaign was created by The Saffer Group of Toronto. Cohn & Wolfe of Toronto is handling PR. Provigo opened its first Ontario outlet last June in Mississauga. The second location was opened in September in Oakville.
Separately, Provigo may switch banners in its Loeb division to Maxi & Co. in southwestern Ontario because the stores in that area aren't doing very well. There are 25 stores in the area from Windsor to Burlington. Loeb stores in the rest of Ontario will remain under the same banner because they are doing well. Advertising for Loeb is done by Saffer.