It’s time for an orderly retreat in the supermarket wars

There probably won’t be much of an opening ceremony. Someone might hand out a few competitively priced cheesy nibbles. There might be a bottle or two of Bulgarian rosé on hand. At best, someone from local radio might be asked to come over on the bus to cut the ribbon. Indeed, when Sainsbury’s and the Danish discount chain Netto launch their first store together in Britain, they will no doubt do it on the cheap. This is, after all, the world of price-cutting supermarkets, and the appearance of frugality is just as important as rock-bottom prices.

The tie-up is the [...]

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