In 2020, when the pandemic first hit the Netherlands, variety stores were initially impacted by lockdown, as many players were forced to close their doors for several weeks. However, later in the year, many managed to recover, as they appealed to price-conscious consumers whose budgets were being constrained by the pandemic’s economic impact.
As in 2020, variety stores continued to see growth in 2021, in spite of lockdowns and store closures due to the pandemic. The main appeal of variety stores is their low-priced offer, especially at Action, which has a combination of low prices and a changeable product offering, which attracts many bargain-hunters among the Dutch population.
Smaller chains in variety stores often continue to struggle due to lack of brand awareness, limited online presence and being located in so-called B-locations with less footfall. In order to save costs, there are plans for cooperation between franchisers of local stores with the same owner, for example at Otto Simon, which owns the Marskramer variety stores brand as well as the Top 1 Toys outlets.
Various players, including Action, Big Bazar and Marskramer, have announced plans to increase the number of outlets they operate, with this expected to help drive overall value sales growth in the variety stores channel over the forecast period. Sales growth in variety stores is very much linked to outlet growth – ie more outlets usually translates into more sales.
Mirage Retail Group, which takes in the Blokker and Big Bazar chains, was recording positive value sales growth in both 2020 and 2021. This is likely to continue, as Mirage invested heavily in 2019 and 2020 in renewing its stores, renewing their design into a more modern look and aligning their offer with the current demands of their customers.
Action Non-Food remains the dominant player in value sales terms in variety stores, in spite of having fewer stores than the Blokker chain. Its Action stores benefit from a very low-cost concept, similar to discounters in modern grocery retailers.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Variety Stores research and analysis database.
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