ZAANDAM, THE NETHERLANDS - Ahold Delhaize announces that it has appointed Xavier Piesvaux as Country Manager Romania as of January 1, 2026, reporting directly to Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia. Xavier, who will step down as Brand President of Delhaize Belgium, will relocate to Romania and lead the continued expansion and transformation of the company’s successful local brands, Mega Image and Profi. Brand Presidents Mircea Moga (Mega Image) and Mihai Spulber (Profi) will report into Xavier going forward.
Successful Profi acquisition
Under the leadership of Jesper Lauridsen, Chief Operating Officer for the Central and Southeastern Europe (CSE) region, Ahold Delhaize acquired Profi at the beginning of 2025. Together, the Romanian brands have delivered strong performance and have laid the foundations for further integration. Jesper will continue to drive growth for the Group as he continues to lead the markets of Greece, Serbia, and the Czech Republic together with the local leadership teams.
Accelerate ambitions
“Romania is one of the most dynamic markets in our portfolio, with a loyal customer base and an appetite for innovation. Our two-brand presence in the country represents significant opportunities for growth,” said Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia, in the recent release. “With Xavier’s proven track record and expertise in driving transformational change, we are well positioned to strengthen our leadership and accelerate our ambitions in Romania in this next phase of growth. I would also like to thank Jesper for his remarkable leadership and contributions to our success in the country.”
Rapid expansion
Xavier brings extensive experience to his new role and is well positioned to drive greater focus, agility, and strategic support to Mega Image and Profi. As Brand President of Mega Image from 2006 to 2015, he led the company’s rapid expansion in Romania. After rejoining Ahold Delhaize in 2017 as Brand President of Delhaize Belgium, Piesvaux revitalized that brand with a strong focus on fresh and healthy products and steered the organization towards a future-proofed business model with a 100% affiliated store network.
“I am thrilled to contribute to the acceleration of the sustainable growth of our brands in Romania and am very glad to return to the country to further strengthen our leadership position,” said Xavier. “I am grateful to Claude for the support and the opportunity, and I look forward to working closely with local leadership and the teams to drive growth together and deliver enhanced value for customers and partners.”
