Executive Summary

Jan 2017

Mixed retailers in Romania consists exclusively of variety stores, with department stores, mass merchandisers and warehouse clubs having a negligible presence in 2016 and over the review period. Variety stores can be considered a niche channel, dominated by a single player, which practically controlled the channel over the review period.


Mixed retailers is only a niche channel in Romania, and is dominated by Studio Moderna, the leader in variety stores. It led the channel with an 83% value share in 2016, thanks to the strength of its Top Shop chain in variety stores. This high share was partly the effect of outlet expansion, with the company opening additional outlets in 2016, to reach 38. Top Shop further benefited from its strength in homeshopping, strong marketing campaigns and its higher-quality range in comparison with its independent competitors, thus attracting more middle- to high-income consumers.


The forecast period is expected to see the further evolution of shopping centres, and a change in purchasing habits, with hypermarkets clearly favoured as anchor outlets for commercial galleries. In this situation, it is unlikely that department stores will emerge in the forecast period. Mixed retailers will continue to be represented solely by variety stores and the leader Studio Moderna.

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Discover the latest market trends and uncover sources of future market growth for the Mixed Retailers industry in Romania with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mixed Retailers industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mixed Retailers in Romania market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the Mixed Retailers channel in Romania?
  • Who are the leading retailers in Romania?
  • How are mixed retailers competing against the growth of grocery retailers?
  • Are consumers switching towards value retailers or moving upmarket?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Mixed Retailers in Romania - Company Profiles