NewPrinces Group relaunches GS in the Italian organised retail sector and unveils the new logo

NewPrinces Group relaunches the brand GS making it the brand of reference for its activities in the retail sector and unveils the new logo.

Corporate restructuring and new logo

From 1° August 2026, GS and Princes Retail – the latter was the Group company relating to the Carrefour Italia assets acquired in 2025, as part of the transaction that brought NewPrinces into the organised retail sector – were merged into Princes Property, which simultaneously adopted the name GS.

At the same time, NewPrinces unveils the new logo, inspired by the historic GS brand and designed to support its relaunch.

Much more than a rebranding

For NewPrinces, the return of GS is not merely a rebranding operation. It is part of the industrial strategy through which the Group aims to integrate production, logistics and distribution within a single supply chain model. The objective is to strengthen its direct presence in retail and consolidate its relationship with the end consumer, enhancing a recognisable brand with deep roots in the history of Italian retail.

An important history

Angelo Mastrolia, president of NewPrinces, commented: “The GS logo carries with it an important history and a bond built over time with millions of customers. For this reason, we chose to preserve its most recognisable elements: not a change to the past, but a desire to enhance an asset that continues to have meaning today. An identity capable of bringing together memory and the future, maintaining the relationship with those who have known GS while opening up to new generations”.

Modernisation of the network gets under way

Over the coming months, the company will begin the progressive renovation of its stores and modernisation of the network across all retail formats. GS currently operates in Italy’s organised retail sector with approximately 1.000 stores, of which approximately 750 are franchised, in addition to online grocery services and an evolving omnichannel model. The company employs approximately 10.000 people in directly operated stores and a further 8.000 in franchised stores.

Within NewPrinces, GS represents the retail arm of a multinational agri-food group, with 33 production sites worldwide, which aims to integrate production, logistics and retail sales within a single industrial project.

The new GS logo

The new GS logo visually conveys the evolution of the brand and the Group’s new business model: from the traditional oval to a perfect circle, symbolising an integrated supply chain and GS’s role as a daily point of reference for Italians.

The new identity retains the iconic character of the historic GS brand, redesigning its lines and dynamism to combine memory and the future, tradition and innovation. This choice enhances an asset deeply rooted in the history of the country’s retail sector and renews its meaning within an industrial project focused on the future and a modern shopping experience.

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.