Benetton to double store chain, expecting milder crisis in Eastern Europe

ChemCo, representative of the Italian brand Benetton in Romania, Hungary and Bulgaria, believes the current economic context will not prevent the development of the United Colors of Benetton brand on the Romanian market, with at least 12 stores set to open in the next few years, two of which in 2009. "The financial crisis is felt everywhere around the world. While Romania is not spared, South-Eastern Europe is in fact less affected than Western countries, which prompts us to invest in Romania, even in a time when our customers' budgets are tight," Alan Bichler, managing director of ChemCo, told ZF. In 2005, ChemCo set up Color Trend, which brings Benetton products onto the Romanian market. Since 2007, when it posted 4.37 million RON (1.31 million euros) in turnover, the company has been planning a more aggressive expansion and a wider visibility on the Romanian market. Color Trend currently has 13 Benetton stores, with the last one being opened in December in Fashion House Outlet store, on the Bucuresti-Pitesti motorway. Other international brands present in the outlet store include Adidas, Stefanel, Levi's and Famous Brands.