Variety Stores in Italy

PROSPECTS

Proximity and convenience are key to success of variety stores

Proximity and convenience are key to the success of variety stores. Similar to the situation in grocery retailing, location and convenience are increasingly important to consumers, who are looking for local shopping locations which can solve a number of needs given their increasingly hectic lifestyles, particularly in the larger cities.

Increasing competition from smaller stores offering low prices

Variety stores face increasing competition from small Chinese-owned stores. The years after the 2008-2009 crisis witnessed the emergence of many family-owned variety stores run by Chinese entrepreneurs across Italy and especially in urban centres.

Strong competition from many other channels

Variety stores are subject to aggressive competition from many other retailing channels. Given their generalist essence, variety shops face rivalry from channels such as e-commerce, specialist and grocery retailers, especially discounters, which increasingly include non-food merchandise such as stationery, homewares and garden in their selling spaces.

COMPETITIVE LANDSCAPE

Magazzini Maury’s maintains its strong lead

The Magazzini Maury’s brand by Punto Service maintained its strong lead in variety stores in 2019, underpinned by an expanding network of stores. In an interview, Mauro Fusano, CEO of the group, announced its intention to open a further 10-12 stores in 2019.

Upim expands its presence through partnerships

Upim is expanding its presence by partnering with grocery chains. In 2018 the company entered a commercial partnership with Finiper to include corners/shops-in-shops in some of the latter’s outlets, with the objective of meeting the non-food shopping needs of consumers left unattended by hypermarkets themselves.

Flying Tiger Copenhagen continues to expand its network

Flying Tiger Copenhagen continued to expand its network of stores in Italy in 2019. The chain increased its retail value share in variety stores in 2019 with its wide product assortment, convenient locations and aggressive pricing, all of which encouraged impulse purchasing.

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