(News Bulletin 247) – Distribution Casino France is increasing its stake in Smart Good Things, Tony Parker’s company. The two partners will thus develop parapharmacies and areas dedicated to innovative products within Casino hypermarkets and supermarkets.

Distribution Casino France and the benevolent economy pioneer Smart Good Things are further strengthening their ties. Three months after having acquired 10% of the capital of the start-up which has ex-basketball player Tony Parker as a shareholder and deputy general manager, the subsidiary of the Saint-Etienne distributor is increasing its stake in the young tricolor shoot.

The company, which claims an original economic model, offers a range of powdered preparations for instant drinks. The small format of its pods mechanically reduces CO2 emissions related to transport. The savings in production and logistics thus generated enable Smart Good Things to donate 25% of its net revenue collected to causes of general interest such as the fight against school dropout, gender equality and maintaining at seniors’ homes.

Since January 2023, nutritional instant drinks from the Smart Good Things group have been sold in more than 120 Casino supermarkets and Casino Hyper Frais hypermarkets.

A strengthened partnership

The new agreement signed on Wednesday devotes this time a reinforcement of the company Distribution Casino France to the capital of the young tricolor shoot. The Casino subsidiary will thus buy a little more than 5% of the capital of Smart Good Things. As part of this capital increase, Smart Good Things will issue 65,925 new ordinary shares. This share issue will be completed no later than March 31.

The partnership between the two companies is therefore gaining momentum. The Casino Brands will entrust Smart Good Things with the operation and development of around forty parapharmacies within Casino supermarkets and hypermarkets from the second quarter of 2023.

“With an average surface area of ​​62 square meters, these parapharmacies will offer a new concept, with a selection of innovative products, such as Smart Good Things drinks, meeting new consumer expectations in terms of well-being and functional benefits. Premium services will complete this offer, including product animations and digital terminals”, explains Smart Good Things.

International development

Also, Smart Good Things will manage in 60 hypermarkets and 200 Casino supermarkets, “shops-in-shops” (spaces in points of sale which are originally reserved for another brand) in order to market food products there. and non-food as well as innovative services, regularly renewed.

With an average surface area of ​​50 square meters in hypermarkets and 25 square meters in supermarkets, these spaces entrusted to Smart Good Things will notably offer products developed by start-ups, or even international brands wishing to enter the French market. The first installations of these spaces will be planned for the third quarter of this year.

“We have always been proactive in detecting innovative initiatives, by directly involving ourselves in startups and SMEs with high development potential”, indicates Cédric Osternaud Executive Director in charge of innovation.

In addition, the agreement provides for international development, on North American territory, from the end of 2023. “Our future establishment in the United States represents a real opportunity to make our benevolent economy shine across the Atlantic. ” continues Serge Bueno, Founder and CEO of Smart Good Things Holding.

Listed on Euronext Access in early September, Smart Good Things aims to be transferred to Euronext Growth in 2023, if the conditions are met. “We are aiming for a transfer to Euronext Growth in 2023, with the opening of our capital to new investors, individuals and institutions, to support us in this formidable project”, declared Tony Parker at the time.