Bebeloo: Children's fashion retail, less affected than other markets

Multibrand store chain Bebeloo has reached 8 stores on the Romanian market in less than a year, with the expansion plan targeting 45 stores by 2014, given that the market is as yet insufficiently exploited. The next step will mean expansion to the neighbouring markets, after the company consolidates its business. "This year, in the current context, I will confine myself to opening 2 stores, with 45 stores planned for opening in the next five years. Even if sales have fallen by up to 30% since October, I think children's fashion retail will be less affected than other markets, such as the underwear segment, because of the customers it is targeting and because there are more occasions for buying such products. Friends, family, they all buy for children," says Cristina Cocean, owner of Bebeloo, who says sales went up in December 2008 against the previous months, but did not match those recorded in the summer months. However, the risk of losing customers is lower than in the case of other businesses, according to her.