Mixed Retailers in Estonia

PROSPECTS

Department stores face increasing maturity, while variety stores continue to develop

Mixed retailers currently operate within two different channels: department stores and variety stores. However, these channels are impacted by different trends.

Growing purchasing power boosts department and variety stores

The growing economy and improving purchasing power are allowing Estonians to buy more expensive and diverse products. Growing demand for high-end products is benefitting department stores, where leading players offer a large range of upper-price band products.

Continuation of current trends expected over forecast period

Over the forecast period, department stores are expected to see a further increase in maturity. On the other hand, variety stores still have potential for growth, largely due to improving purchasing power.

COMPETITIVE LANDSCAPE

Stockmann maintains leading position in 2018

Within mixed retailers, Stockmann continues to lead sales, despite being represented by only one department store. The company is located in a highly visited area in the centre of Tallinn and enjoys a prestigious image among local consumers and tourists.

KPG Kaubanduse’s Magaziin variety stores see strong growth

KPG Kaubanduse saw the most significant value sales increase among mixed retailers in 2018. The company operates the Magaziin chain of variety stores and focuses on offering a wide range of inexpensive lower end non-grocery items.

Retailers expected to focus more on unique and premium products

Over the forecast period, demand for fast moving goods will remain strong. However, increasing disposable incomes are also expected to continue to boost retailers that focus on offering unique and unusual goods.

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