Variety Stores in Germany

PROSPECTS

Ongoing network expansion fuels growth

In 2019, variety stores again posted strong value growth on the back of a massive expansion in store numbers that runs counter to the overall development in retailing. It is especially discount variety stores that have identified a niche in the low-price non-food segment amidst struggling department stores and discounters, which have traditionally occupied this space, but are increasingly trading up.

Low prices attract all consumer segments

The key to the rising popularity of discount variety stores is their focus on cheap products of an acceptable quality. Low prices remain a central criterion to not only the low-income class but a broad range of German consumers, even amid favourable economic conditions.

Evolving consumer values pose challenge for future growth

In view of the existing growth potential, discount variety stores are set to further expand over the forecast period, leading to a growing number of outlets and value sales. However, changing consumer preferences and perceptions regarding the channel could quickly impact discount variety stores, which are dependent upon rapid growth in outlet numbers in order to sustain the business model.

COMPETITIVE LANDSCAPE

Tchibo struggling against the rising cheaper competition

In 2019, Tchibo celebrated its 70th anniversary in Germany while maintaining its lead in variety stores. However, the competitive landscape has become significantly more challenging in recent years for the family-owned company, which benefits from its strong image as a coffee brand and wide selection of quality non-food products.

Action continues strong upward trend

In 2019, the Dutch company Action was the most successful brand among the rising players in the German variety store landscape. Action was able to increase its value sales not only through its expanding store network but also within existing outlets.

Competition among variety stores set to intensify

Besides Action, several other companies in variety stores are in the midst of massive expansions of their store networks. These include the leading player in terms of outlets, TEDi, as well as smaller players like Euroshop and the less discount-orientated company HEMA.

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