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