Apparel and Footwear Specialist Retailers in Estonia

PROSPECTS

Consumers looking for well-known brands and quality at a cheaper price

Attitudes within apparel and footwear specialist retailers continue to change in Estonia, with consumers looking more towards quality and brands. Meanwhile, constantly growing competition is making Estonians more selective in terms of price as people are becoming more used to price based promotions and constantly looking for greater value.

Consumer preferences and competitive landscape benefits large retailers

This development is also changing the competitive landscape and influencing value sales. In order to remain competitive, leading apparel and footwear retailers have expanded their online operations in recent years.

Positive growth expected despite shift to internet retailing

Although the number of outlets in this area continued to decrease in 2018, value sales are expected to rise over the coming years due to increasing purchasing power and the improving economy. However, increasing competition and the shift towards online purchases is putting more and more pressure on the area and will limit growth.

COMPETITIVE LANDSCAPE

H&M Hennes & Mauritz leads apparel and footwear specialist sales

H&M Hennes & Mauritz continues to lead sales in this area. The company witnessed very rapid development over the review period and now operates 10 outlets around the country.

Põldma Kaubanduse leads growth

Põldma Kaubanduse is the fastest growing company in apparel and footwear specialist retailers. The improving economic environment and rising consumer confidence played a key role in the performance of the company, which primarily focuses on upper-mid and premium price bands.

New developments across all price segments

Recent developments have been seen within different price segments. For instance, Pepco Estonia entered the lower price segment in 2018 and plans to open 26 stores by 2020.

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