I think the Finns have lost an S there.
It can also point at the fact that a bargain sale is "alennusmyynti" in Finnish :D
And you see also REA on some stores. REA is an abbreviation from the Swedish realisation (a sale to realise something).
Funny, those three letters represent something very different for the French lol ("réa" actually)
Well ale also means something very different in English.
And in Polish :)
I thought about it ! Nice
No S-ryhmä rediscovered the lost S when they named their small neighbourhood food markets ;)
I keep reading those Sale-marketti as SALEM. Places where golden calfs dedicated to mammon are worshipped and which will be purified by the Christ's heavenly fire at the final day (where are my pills…)
Back in the 80s, a friend in Turku convinced me that the sign "Rea / Ale" in the shop window should be read as "Real Ale."
Makes me wonder how the Finns had viewed that Ricky Martin's song...;)
Interesting! I wonder about the etymology...
I thought it meant avenue. LOL