Variety Stores in Denmark

PROSPECTS

Rising confidence drives growth of variety stores, but consumers look elsewhere for quality

Increasing disposable income will 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. Such demand will drive growth over the forecast period.

Brands build distinctive in-store experiences to maintain consumer interest

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 A/S aims to create a playful, friendly atmosphere with distinctively Scandinavian design.

Focus on novelty remains necessary to maintain demand

The leading variety stores operators, Zebra and Søstrene Grene Import, both place much emphasis on novelty as they work to maintain demand. Søstrene Grene Import stores specialise in home accessories, kitchenware, gift wrapping, stationery and small furniture.

COMPETITIVE LANDSCAPE

Zebra A/S leads variety stores though its brand records losses

Zebra A/S continued to lead variety stores in Denmark in 2019, followed by Søstrene Grene Import. The two players jointly dominate the channel and remain the only two companies to register more than a negligible individual share of variety stores value sales.

Søstrene Grene plans to expand and considers delving into e-commerce

Søstrene Grene is planning to open additional stores both in Denmark and abroad. The chain currently operates over 200 stores internationally, with 77 of them being in Denmark.

Leading players focus on international expansion

Zebra and Søstrene Grene Import are both making significant efforts to expand internationally. The companies aim 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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