The Birth of the Casino Brand

You’re standing in front of the Forum bookshop, but did you know you’re also on one of the most iconic sites in the history of French retail? This is where, in 1898, the Casino empire, now one of France’s largest supermarket chains, was born. The story begins in an unlikely way. In 1856, the Casino Lyrique opened here, a Moorish-style café-concert meant to entertain the city’s bourgeoisie. But by 1858 it had gone bankrupt and shut down for good. The building seemed destined for failure, yet it would become the starting point of an extraordinary commercial adventure. In 1861, a drinks vendor named Bréchard turned the premises into a grocery store, keeping the “Casino” name already engraved on the façade. Local shopkeeper Jean-Claude Perrachon later took it over, but it was his son-in-law, Geoffroy Guichard, who truly changed the game. In 1898, he took over the family grocery and founded the “Société des Magasins du Casino,” sparking a retail revolution. At a time when the food industry barely existed, Guichard innovated by creating a quality label and selling all products under a single brand name: Casino. In 1906, he opened his own factories to produce goods directly, unheard of at the time. He also introduced pioneering social policies for his employees, offering birth bonuses, death insurance, and support during the world wars. After World War I, the company expanded rapidly. In the 1930s, Casino helped found a football club whose players wore the company’s green colors, a team whose stadium still bears Geoffroy Guichard’s name today. In 1948, Casino became one of the first stores in France to introduce self-service shopping, transforming local commerce. In the 1950s, with refrigerators becoming common, the company invented the “use-by” date and rolled out its signature white refrigerated trucks, delivering fresh goods to even the most remote villages. During World War II, Casino stood out for its commitment to employees and customers, ensuring decent working conditions and supporting soldiers’ families. After the war, innovation continued. In 1977, a café opened in the historic Saint-Étienne store, paving the way for cafeterias inside Casino’s large outlets and offering a complete shopping experience. From this very spot, Geoffroy Guichard built a retail empire that now spans the globe. From a small local grocery to international hypermarkets, the entire history of French mass retail began right here. So as you browse the bookshop today, remember, you’re walking on historic ground, where over 125 years ago one of France’s greatest business success stories began.