Home and Garden Specialist Retailers in Romania

PROSPECTS

Growth is boosted by higher incomes, the drive for home improvements, and consumers moving to apartments from suburbs, increasing their interest in gardening

Home and garden specialist retailers recorded high levels of growth in 2019, driven by higher incomes and an increasing interest in improving households and living conditions. Growth was also the result of emigration, and the ageing population, which impacts the decline in the number of households, and heightens the interest for the acquisition of new properties.

Price-sensitive consumer appreciate deals and cheaper goods, whereas higher-income consumers who have a rising disposable income, search for quality products

Despite increased incomes, many Romanian consumers are still heavily price-sensitive. This increased the demand for cheaper products, deals and promotions, which were offered, primarily, by home and garden specialist chains.

Sales are driven by expansion strategies, a wide array of products, active television campaigns and a substantial e-commerce presence

The biggest sales in home improvement and gardening stores were driven by strong investment in expansion, a wide range of products, television advertising campaigns, and e-commerce sales. Beyond the huge assortment of goods, consumers are also attracted to convenient locations in retail parks, where players have allocated big selling space in large shopping areas.

COMPETITIVE LANDSCAPE

Dedeman retains its lead due to an aggressive expansion strategy, low price points and an appealing e-commerce platform and mobile app

In 2019, Dedeman remained the clear leader in home and garden specialist retailers. The player’s position can be attributed to its focus on expansion in areas with a high level of construction activity, a wide product range and penetration of most of the country, with it also having the third-highest number of outlets.

Arabesque offers MatHaus, a brand that is set to expand over the forecast period, benefiting from active campaigning and an e-commerce platform

Beyond Dedeman, player Arabesque is another significant domestic company, being the biggest B2B player in home and garden specialist retailers. Arabesque has closed the operations of Mr.

Praktiker is pushed out the landscape as competition from Brico Dépôt, and IKEA is tough

In 2019, Praktiker disappeared from the home and garden specialist retailing landscape, after the transformation of Brico Dépôt stores helped to drive the player out of the marketplace.

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