Variety stores was amongst the best-performing store-based retail channels in Sweden during 2020 and 2021 in terms of value growth, as well as growth in the number of outlets. Due to the increased acceptance of variety stores by Swedes, Dollarstore and Rusta continued to expand by opening new outlets, although by contrast Flying Tiger Copenhagen closed a few stores.
Variety stores benefits from being not tied to any particular product category, and players often change their assortments based on consumer needs, whilst low prices make the concept remain attractive. For example, during the pandemic Rusta introduced exercise training equipment, which saw high demand as sports activities became more popular.
Physical stores remain important for variety stores, as customers are often inspired whilst wandering around outlets and buy products on impulse. However, players are also increasingly entering the digital space; for instance, Flying Tiger Copenhagen opened its online store in mid-2020.
Variety stores is set to see a positive performance in current value terms in the forecast period, along with a continued increase in the number of outlets. The key attraction of variety stores is their low prices, which should put them in a strong position heading into the forecast period.
With the continued increase in the number of variety stores, the competition is expected to intensify in the forecast period. However, players in the channel compete not only with each other, but also face competition from grocery retailers, especially hypermarket chains such as Maxi ICA Stormarknad and Coop Stora, which have been expanding their product ranges and are better-known and trusted.
Large shopping complexes on the outskirts of cities, where numerous stores are built next to each other, such as Väla outside of Helsingborg, and Erikslund outside of Västerås, are attracting an increasing number of shoppers. These shopping areas are more convenient for customers to visit as they have large parking lots and are often served by major roads.
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Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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