Variety Stores in Denmark

PROSPECTS

Rising confidence to drive growth

Rising consumer confidence is expected to boost demand for non-essential products, such as kitchenware, stationery and novelty products, which form the core offer of the leading players in variety stores. This is expected to drive significant growth in the channel over 2018-2023.

Building distinctive in-store experiences

The strategies of the leading variety stores operators underline the growing importance of developing a distinctive in-store experience. In its Flying Tiger Copenhagen stores, Zebra aims to create a playful, friendly atmosphere with distinctively Scandinavian design.

Strong focus on novelty

The leading variety stores operators, Zebra and Søstrene Grene Import, both place an important emphasis on novelty as they work to maintain demand. Søstrene Grenes Import’s stores, which specialise in home accessories, kitchenware, gift wrapping, stationery and small furniture, receive new items on a weekly basis, with many products sold only for limited periods.

COMPETITIVE LANDSCAPE

Leaders stand apart

Zebra and Søstrene Grenes Import jointly dominate the variety stores channel in Denmark, accounting for a combined value share of nearly 60% in 2018. These are the only two players to register more than a negligible individual share of variety stores value sales.

Potential domestic impact of internationalisation

Zebra and Søstrene Grenes Import are both making significant efforts to expand internationally. In doing so, they are looking to build on a growing interest in Scandinavian, and particularly Danish, culture in many countries, as illustrated by the prominence of the Danish concept of hygge in the UK press at the end of the review period.

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