Mixed Retailers in Estonia

PROSPECTS

Huge competition from outside

Mixed retailers in general face huge competition from other channels in Estonia in 2019. All the major grocery and non-grocery retailers are actively expanding their services and consumer shopping experience.

Competition within the channel

Mixed retailers is comprised from various types of retailers in Estonia. Firstly, it traditionally covers department stores which are perceived as quite old fashioned, but with a clear function, offering slightly more expensive and prestigious goods.

No big shift anticipated

Mixed retailers is not set to demonstrate significant growth during the forecast period. Although variety stores is anticipated to continue growing, the major player in mixed retailers, department stores, is expected to continue demonstrating its negative dynamic.

COMPETITIVE LANDSCAPE

Not the best time for Stockmann AS

Due to changes in the distribution strategy of Hugo Boss, Stockmann’s revenue in 2019 decreased. Growing competition from fast fashion outlets is hampering performance of this strong retailer with high reputation.

Magaziin seems to be well received by Estonians

KPG Kaubanduse OÜ’s positive growth indicates that the format of Magaziin stores is still widely acceptable to Estonians. Offering a mixture of DIY and leisure and sports goods, Magaziin manages to tackle demand for various goods from local consumers.

Tiger Stores Estonia OÜ continues flying

Tiger Stores, which operates Flying Tiger stores, continued its good performance in 2019. This type of store is enjoying popularity among consumers due to its wide selection of small daily routine and festive items for a moderate price.

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