In 2021, variety stores will register strong growth in value sales. The drop in 2020 when consumer traffic was low, especially during the peaks of the pandemic, was smaller than for many other retailing channels as there was less of a shift online.
The strong shift towards e-commerce has had limited effect on variety stores in Austria. This is because consumers value the entertainment factor that comes with the experience of shopping in stores such as Tedi, Action, Flying Tiger Copenhagen, and Hema.
There is however some competition from two new apparel and footwear specialist retailers that appeared in Austria in 2021. Despite being classified as apparel and footwear specialist retailers, the Pepco and Halfprice brands make a large portion of their sales from a broad mix of other products.
Over the forecast period, variety stores is expected to continue to witness strong value growth driven by the continuing expansion of the two discount variety stores Tedi and Action. The company TEDi GmbH & Co has announced plans to extend its store network in Austria to reach 200 in the forecast period, whilst Action Retail is expected to expand its chain to at least 100 stores.
Given the success of variety stores in Austria, it is likely that other brands will attempt to enter the category. One possible entrant is the German brand Thomas Philipps which is anticipated to enter Austria in the next few years.
Most independent 1-Euro-stores have disappeared in Austria after losing out to the more resourceful Tedi and Action discount variety store brands and international competition. The latest insolvency was the Der Preis-Pirat brand (by Günter Hubmann Handels) in the summer of 2020.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Non-grocery general merchandise outlets usually located on one floor, offering a wide assortment of extensively discounted fast-moving consumer goods on a self-service basis. Normally over 1,500 sq metres in size, except in the case of dollar stores, these outlets give priority to fast-moving non-grocery items that have long shelf-lives. Includes catalogue showrooms and dollar stores. Example brands include Woolworth (Germany), Upim (Italy).See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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