Clothing and footwear discount chains which tapped into theRomanian market in the last four years have opened over 30 storesthis year in an attempt to make their way into areas yet untappedby competitors.
Pursuing the same strategy as food retailers, which lefthypermarkets far behind, by opening one store every five days asearly as in 2009, the Germans at Deichmann and at Takko, whichtogether have 75 stores, doubled their chain last year.
Moreover, French-held Kiabi, which entered the market in the secondhalf of last year, went from two to six stores.
"The main advantage is that we won clients of other more expensivebrands, in the wake of the financial crisis. However, our customertarget has been the one most affected by the salary declines,"Cosmin Ulmean, managing director of Takko Romania, which has 39stores, 12 of which opened this year. Takko posted 14.9 millioneuros in turnover last year.
Deichmann sells cheap footwear in 36 stores after it opened 15stores in 2010, but there are "still many areas that lackcoverage", according to company representatives, who admit thatcustomer loyalty is higher outside Bucharest.
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