Proshop (Crai Group) has expanded its store network with 17 new openings between 2025 and 2026

Proshop, the Crai Group’s banner specialising in the drugstore channel for home and personal care, has announced a significant expansion of its sales network nationwide.

Through a strategic development plan, the company has finalised 17 new openings over the last 20 months: in addition to the 11 openings last year, 6 new stores were added during the first half of 2026.

Thanks to this acceleration, the brand’s distribution network now reaches 300 total points of sale, reaffirming Proshop’s role as a leading player in the specialised proximity retail market.

The new openings

The recent expansion has involved both the direct network and the affiliate network, with targeted initiatives both in areas where the brand already operates and through openings in new catchment areas; in particular, the most recent projects include company-owned stores in Andria (Bt) and Conversano (Ba), alongside affiliated stores in Rende (Cz), Taverna di Montalto (Cz), Lercara Friddi (Pa) and Barletta.

The family management

The development of the banner is overseen by the holding company owned by the Grieco family, whose governance ensures stability and industrial continuity for the brand’s growth. Under the guidance of founder Michele Grieco, member of the Board of Directors, the current management structure sees Antonio Grieco serving as chief executive officer and chief financial officer (CEO & CFO) and Nicola Grieco as sales manager, assisted by directors Francesco and Gianpasquale Grieco. This solid family management has enabled the company to evolve continuously.

The industrial plan

In 2010, the company becomes part of Crai, embarking on a path that further consolidates the banner’s presence in the Italian distribution landscape. Today, Proshop represents the Group’s banner specialising in the drugstore segment, focusing in particular on home and personal care, as well as pet care, bazaar goods and other fast-moving consumer goods.

Proshop’s industrial plan for the coming months outlines a precise strategy of qualitative and quantitative consolidation, focused on strengthening the company-owned network with the aim of reaching 100 direct points of sale. Alongside strengthening its market share in Central and Southern Italy, the company will undertake structured commercial penetration of the indirect channel in the regions of Northern Italy.

Among the main areas of development is the strengthening of the proximity model, characterised by an average area of approximately 250 sq m and 2-3 employees per store, an ideal formula for hosting a specialised range of home and personal care products with a strong focus on value for money. At the same time, the aim is to consolidate the banner’s position as a reference point for consumers’ everyday needs, with the objective of further strengthening its positioning and increasing its market share in the areas where it operates.

The comment

Michele Grieco, founder of New Grieco, said: "These investments represent a fundamental step in our long-term strategy, which began more than twenty years ago with our experience in organised distribution. The 17 openings carried out between 2025 and 2026 confirm the effectiveness of the business model and the Group’s financial solidity, enabling it to respond efficiently to developments in demand and everyday consumption."

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.