Retailing in Romania
Euromonitor International's Retailing in Romania report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
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Tables: 191 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Non-store retailing; Store-based retailing
Executive summary
Everything under one roof
Romanians are getting increasingly comfortable and are adopting the western lifestyle that will become even more prevalent in the years to come as a result of Romania’s entry into the EU in 2007. Specialised stores are quickly becoming out of date as people prefer to shop in larger hypermarkets or department stores where there is a wide variety of products at cheaper prices than in smaller shops. Moreover, higher disposable incomes permit more people to shop at these stores and buy many different products. Demand still surpasses supply at this point and the number of these large stores will increase in the years to come.
Traditional retailers’ dominance – melting down under modern retail attack
While at the beginning of the review period, traditional retailers held a clear and obvious dominance, especially in grocery, the situation has been drastically changing ever since. Large, modern retailers have appeared offering a large range of products and brands concentrated in one outlet and significantly lower prices than the traditional players. The huge potential discovered in Romania imposed faster evolution for these modern retailers, who adapted strategies in order to open more stores than estimated and also stimulated other multinationals to make a move into Romania.
Multinationals are slowly turning their attention away from Bucharest
Multinational players decided to switch focus from Bucharest to other country regions, targeting especially the large cities, but also smaller towns, depending on their profile. The reasons for this reorientation are several: first of all, potentially commercial spaces in Bucharest are few and consequently expensive. Secondly, while Bucharest was formerly perceived as the only city with enough of an opening to accept new forms of retail, the current situation has changed: Bucharest has already reached a certain degree of saturation and keeping up with the competition in all retail fields has become tough. Consequently, according to their target segments, players in the retail field are moving towards other potential areas in Romania.
Good expansion pace by shopping centres and malls
The mall industry in Romania is in full development process, stimulated by higher demand. There are an increasingly high number of Romanian consumers who have developed a taste for shopping as a leisure activity, especially from the capital and a few other big cities in Romania. On the other hand, realistic observations show that there are but a few facilities able to satisfy this demand, as commercial centres are only at the beginning of their development. Current plans for development include several shopping centre projects in Bucharest, as by 2010 it is expected that there will be an additional ten commercial centres built in Bucharest alone, but also throughout Romania in larger cities that have a minimum population of 100,000 inhabitants. Economic recovery, the incurring lifestyle improvement, as well the diversification of personal credit and other forms of financing, are the main elements ensuring a great future for shopping centres in Romania.
Split domination of the retail industry
At this stage of evolution within retail, there is a notable split between areas dominated by multinational players and those still led by local players. While in some retail sectors, mostly grocery, such as hypermarkets, supermarkets and discounters, leaders are multinational players, in other sectors, namely durable goods, pharmacies, and furniture retail, local players currently hold the lion’s share, although even in these areas multinationals have begun to penetrate. Only the very fragmented segments, such as clothing and footwear retail or leisure and personal goods, do not have a clear cut leader. However, this situation is likely to change in the future, as a large amount of foreign investment, already initiated by a number of European companies, is expected to come.
Table of contents
RETAILING IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Everything under one roof
Traditional retailers’ dominance – melting down under modern retail attack
Multinationals are slowly turning their attention away from Bucharest
Good expansion pace by shopping centres and malls
Split domination of the retail industry
KEY TRENDS AND DEVELOPMENTS
Good, solid performance by shopping centres and malls
Retail for children’s products starts taking individual shape
Retail drives total employment in economy up
Traditional retailers continue losing share against modern ones
APPENDIX
Operating environment
Table 1 Employment in Retailing: 2002-2007
Cash and Carry/Warehouse Clubs
Table 2 Cash and Carry/Warehouse Clubs: Sales Value 2002-2007
Table 3 Cash and Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2004-2007
Table 4 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2004-2007
MARKET INDICATORS
Table 5 Employment in Retailing 2002-2007
MARKET DATA
Table 6 Sales in Retailing by Sector: Value 2002-2007
Table 7 Sales in Retailing by Sector: % Value Growth 2002-2007
Table 8 Sales in Retailing by Grocery vs Non-Grocery 2005-2007
Table 9 Sales in Store-Based Retailing by Sector: Value 2002-2007
Table 10 Sales in Store-Based Retailing by Sector: % Value Growth 2002-2007
Table 11 Sales in Non-store Retailing by Sector: Value 2002-2007
Table 12 Sales in Non-store Retailing by Sector: % Value Growth 2002-2007
Table 13 Retailing Company Shares: % Value 2004-2007
Table 14 Grocery Retailers Company Shares: % Value 2004-2007
Table 15 Grocery Retailers Brand Shares: % Value 2004-2007
Table 16 Non-Grocery Retailers Company Shares: % Value 2004-2007
Table 17 Non-Grocery Retailers Brand Shares: % Value 2004-2007
Table 18 Non-store Retailing Company Shares: % Value 2004-2007
Table 19 Non-store Retailing Brand Shares: % Value 2004-2007
Table 20 Forecast Sales in Retailing by Sector: Value 2007-2012
Table 21 Forecast Sales in Retailing by Sector: % Value Growth 2007-2012
Table 22 Forecast Sales in Store-Based Retailing by Sector: Value 2007-2012
Table 23 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2007-2012
Table 24 Forecast Sales in Non-store Retailing by Sector: Value 2007-2012
Table 25 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ROMANIA
A&D PHARMA GROUP
STRATEGIC DIRECTION
KEY FACTS
Summary 2 A&D Pharma Group: Key Facts
Summary 3 A&D Pharma Group: Operational Indicators
COMPANY BACKGROUND
Chart 1 A&D Pharma Group:
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 4 A&D Pharma: Competitive Position 2007
ALTEX IMPEX SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Altex Impex SRL: Key Facts
Summary 6 Altex Impex SRL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 7 Altex Impex SRL: Private Labels
COMPETITIVE POSITIONING
Summary 8 Altex Impex SRL: Competitive Position 2007
BILLA ROMANIA SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Billa Romania SRL: Key Facts
Summary 10 Billa Romania SRL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 11 Billa Romania SRL: Private Labels
COMPETITIVE POSITIONING
Summary 12 Billa Romania SRL: Competitive Position 2007
BRICOSTORE ROMANIA SA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Bricostore SA: Key Facts
Summary 14 Bricostore SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 15 Bricostore: Competitive Position 2007
CARREFOUR ROMANIA-HIPROMA SA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Carrefour Romania-Hiproma SA: Key Facts
Summary 17 Carrefour Romania-Hiproma SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 18 Carrefour Romania-Hiproma SA: Private Labels
COMPETITIVE POSITIONING
Summary 19 Carrefour Romania-Hiproma SA: Competitive Position 2007
DOMO RETAIL SA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Domo Retail SA: Key Facts
Summary 21 Domo Retail SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 22 Domo Retail SA: Competitive Position 2007
FLAMINGO INTERNATIONAL SA
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Flamingo International SA: Key Facts
Summary 24 Flamingo International SRL: Operational Indicators
COMPANY BACKGROUND
Chart 2 Flamingo International SRL:
PRIVATE LABEL
Summary 25 Flamingo International SA: Private Labels
COMPETITIVE POSITIONING
Summary 26 Flamingo International SA: Competitive Position 2007
HELP NET ROMANIA SA
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Help Net SA: Key Facts
Summary 28 Help Net SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 29 Help Net SA: Competitive Position 2007
JOLIDON IMPORT EXPORT SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 30 Jolidon Import Export Srl: Key Facts
Summary 31 Jolidon Import Export Srl: Operational Indicators
COMPANY BACKGROUND
Chart 3 Jolidon Srl:
PRIVATE LABEL
Summary 32 Jolidon Import Export Srl: Private Labels
COMPETITIVE POSITIONING
Summary 33 Jolidon Import Export Srl: Competitive Position 2006
KAUFLAND ROMANIA SCS
STRATEGIC DIRECTION
KEY FACTS
Summary 34 Kaufland Romania SCS: Key Facts
Summary 35 Kaufland Romania SCS: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 36 Kaufland Romania SCS: Private Labels
COMPETITIVE POSITIONING
Summary 37 Kaufland Romania SCS: Competitive Position 2007
LEONARDO SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 38 Leonardo SRL: Key Facts
Summary 39 Leonardo SRL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 40 Leonardo SRL: Private Labels
COMPETITIVE POSITIONING
Summary 41 Leonardo SRL: Competitive Position 2007
MEGA IMAGE SA
STRATEGIC DIRECTION
KEY FACTS
Summary 42 Mega Image SRL: Key Facts
Summary 43 Mega Image SRL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 44 Mega Image SRL: Private Labels
COMPETITIVE POSITIONING
Summary 45 Mega Image SRL: Competitive Position 2007
MOBEXPERT GROUP SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 46 Mobexpert Group SRL: Key Facts
Summary 47 Mobexpert Group SRL: Operational Indicators
COMPANY BACKGROUND
Chart 4 Mobexpert Group SRL:
PRIVATE LABEL
Summary 48 Mobexpert Group SRL: Private Labels
COMPETITIVE POSITIONING
Summary 49 Mobexpert Group SRL: Competitive Position 2007
PRAKTIKER ROMANIA SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 50 Praktiker Romania SRL: Key Facts
Summary 51 Praktiker Romania SRL: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 52 Praktiker Romania SRL: Competitive Position 2007
STAFF COLLECTION SRL
STRATEGIC DIRECTION
KEY FACTS
Summary 53 Staff Collection SRL: Key Facts
Summary 54 Staff Collection SRL: Operational Indicators
COMPANY BACKGROUND
Chart 5 Staff Collection SRL:
PRIVATE LABEL
Summary 55 Staff Collection SRL: Private Labels
COMPETITIVE POSITIONING
Summary 56 Staff Collection SRL: Competitive Position 2007
HYPERMARKETS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR DATA
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 27 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 28 Hypermarkets Company Shares by Value 2004-2007
Table 29 Hypermarkets Brand Shares by Value 2004-2007
Table 30 Hypermarkets Outlets by Brand 2004-2007
Table 31 Hypermarkets Selling Space by Brand 2004-2007
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 33 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
SUPERMARKETS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 6 Billa Romania SRL: Bukarest
SECTOR DATA
Table 34 Supermarkets: Value Sales, Outlets and Selling Space 2002-2007
Table 35 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 36 Supermarkets Company Shares by Value 2004-2007
Table 37 Supermarkets Brand Shares by Value 2004-2007
Table 38 Supermarkets Outlets by Brand 2004-2007
Table 39 Supermarkets Selling Space by Brand 2004-2007
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 41 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DISCOUNTERS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Discounters: Value Sales, Outlets and Selling Space 2002-2007
Table 43 Discounters: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 44 Discounters Company Shares by Value 2004-2007
Table 45 Discounters Brand Shares by Value 2004-2007
Table 46 Discounters Outlets by Brand 2004-2007
Table 47 Discounters Selling Space by Brand 2004-2007
Table 48 Discounters Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 49 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CONVENIENCE STORES IN ROMANIA
FORECOURT RETAILERS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR DATA
Table 50 Forecourt Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 51 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 52 Forecourt Retailers Company Shares by Value 2004-2007
Table 53 Forecourt Retailers Brand Shares by Value 2004-2007
Table 54 Forecourt Retailers Outlets by Brand 2004-2007
Table 55 Forecourt Retailers Selling Space by Brand 2004-2007
Table 56 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 57 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
MIXED RETAILERS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Mixed Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 59 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 60 Mixed Retailers Company Shares by Value 2004-2007
Table 61 Mixed Retailers Brand Shares by Value 2004-2007
Table 62 Mixed Retailers Outlets by Brand 2004-2007
Table 63 Mixed Retailers Selling Space by Brand 2004-2007
Table 64 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 65 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
HEALTH AND BEAUTY RETAILERS IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 7 A&D Pharma Group, Bukarest
SECTOR DATA
Table 66 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 67 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 68 Health and Beauty Retailers Company Shares by Value 2004-2007
Table 69 Health and Beauty Retailers Brand Shares by Value 2004-2007
Table 70 Health and Beauty Retailers Outlets by Brand 2004-2007
Table 71 Health and Beauty Retailers Selling Space by Brand 2004-2007
Table 72 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 73 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
CLOTHING AND FOOTWEAR RETAILERS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 8 Staff Collection SRL: Bukarest
SECTOR DATA
Table 74 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 75 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 76 Clothing and Footwear Retailers Company Shares by Value 2004-2007
Table 77 Clothing and Footwear Retailers Brand Shares by Value 2004-2007
Table 78 Clothing and Footwear Retailers Outlets by Brand 2004-2007
Table 79 Clothing and Footwear Retailers Selling Space by Brand 2004-2007
Table 80 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 81 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
FURNITURE AND FURNISHINGS STORES IN ROMANIA
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 9 Mobexpert Group SRL: Bukarest
SECTOR DATA
Table 82 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 83 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 84 Furniture and Furnishings Stores Company Shares by Value 2004-2007
Table 85 Furniture and Furnishings Stores Brand Shares by Value 2004-2007
Table 86 Furniture and Furnishings Stores Outlets by Brand 2004-2007
Table 87 Furniture and Furnishings Stores Selling Space by Brand 2004-2007
Table 88 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 89 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DIY AND HARDWARE STORES IN ROMANIA
HEADLINES
OVERVIEW
SECTOR DATA
Table 90 DIY and Hardware Stores: Value Sales, Outlets and Selling Space 2002-2007
Table 91 DIY and Hardware Stores: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 92 DIY and Hardware Stores Company Shares by Value 2004-2007
Table 93 DIY and Hardware Stores Brand Shares by Value 2004-2007
Table 94 DIY and Hardware Stores Outlets by Brand 2004-2007
Table 95 DIY and Hardware Stores Selling Space by Brand 2004-2007
Table 96 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 97 DIY and Hardware Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
DURABLE GOODS RETAILERS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR DATA
Table 98 Durable Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 99 Durable Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 100 Durable Goods Retailers Company Shares by Value 2004-2007
Table 101 Durable Goods Retailers Brand Shares by Value 2004-2007
Table 102 Durable Goods Retailers Outlets by Brand 2004-2007
Table 103 Durable Goods Retailers Selling Space by Brand 2004-2007
Table 104 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 105 Durable Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
LEISURE AND PERSONAL GOODS RETAILERS IN ROMANIA
HEADLINES
OVERVIEW
SECTOR DATA
Table 106 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space 2002-2007
Table 107 Leisure and Personal Goods Retailers: Value Sales, Outlets and Selling Space: % Growth 2002-2007
Table 108 Leisure and Personal Goods Retailers Company Shares by Value 2004-2007
Table 109 Leisure and Personal Goods Retailers Brand Shares by Value 2004-2007
Table 110 Leisure and Personal Goods Retailers Outlets by Brand 2004-2007
Table 111 Leisure and Personal Goods Retailers Selling Space by Brand 2004-2007
Table 112 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space 2007-2012
Table 113 Leisure and Personal Goods Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2007-2012
VENDING IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 114 Vending: Value 2002-2007
Table 115 Vending: % Value Growth 2002-2007
Table 116 Vending Company Shares by Value 2004-2007
Table 117 Vending Brand Shares by Value 2004-2007
Table 118 Vending Forecasts: Value 2007-2012
Table 119 Vending Forecasts: % Value Growth 2007-2012
HOMESHOPPING IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Homeshopping: Value 2002-2007
Table 121 Homeshopping: % Value Growth 2002-2007
Table 122 Homeshopping Company Shares by Value 2004-2007
Table 123 Homeshopping Brand Shares by Value 2004-2007
Table 124 Homeshopping Forecasts: Value 2007-2012
Table 125 Homeshopping Forecasts: % Value Growth 2007-2012
INTERNET RETAILING IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 126 Internet Retailing: Value 2002-2007
Table 127 Internet Retailing: % Value Growth 2002-2007
Table 128 Internet Retailing Forecasts: Value 2007-2012
Table 129 Internet Retailing Forecasts: % Value Growth 2007-2012
DIRECT SELLING IN ROMANIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Direct Selling: Value 2002-2007
Table 131 Direct Selling: % Value Growth 2002-2007
Table 132 Direct Selling Company Shares by Value 2004-2007
Table 133 Direct Selling Brand Shares by Value 2004-2007
Table 134 Direct Selling Forecasts: Value 2007-2012
Table 135 Direct Selling Forecasts: % Value Growth 2007-2012