Carrefour's Middle East Rebrand as HyperMax Wins Boycott Supporters
Carrefour's Middle Eastern franchise, operated by Majid Al Futtaim, has undergone a significant rebranding. The French retail giant's supermarkets in Jordan, Oman, Kuwait, and Bahrain have closed and reopened under the new name HyperMax. This move has been hailed as a victory by pro-Palestinian shoppers and activists who have been campaigning for a boycott of brands linked to Israel.
The rebranding comes after years of pressure from pro-Palestinian activists who accused Carrefour of profiting from Israeli settlements and supporting Israeli soldiers in Gaza. The Boycott, Divestment, Sanctions (BDS) campaign had targeted the company, with some customers in the Middle East boycotting its stores. Following the rebranding, some customers have returned to the stores, celebrating the change as a win for their cause.
Meanwhile, in Turkey, inflation has soared to 40.7% in September, ahead of nationwide figures. This economic challenge comes amidst political tensions, including Greece's blocking of Turkey's participation in the €150B SAFE defense fund. Additionally, the fate of Turkey's F-35 acquisition remains uncertain, sparking debate among experts.
Majid Al Futtaim's decision to rebrand Carrefour stores as HyperMax is seen as a response to pro-Palestinian activists' concerns about the brand's links to Israel. The rebranding has been welcomed by some customers who had previously boycotted the stores. Meanwhile, Turkey continues to grapple with high inflation and political tensions, including disputes with Greece over defense fund participation and the uncertain future of its F-35 acquisition.
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