The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.

The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.
The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia, Lithuania.

Wednesday, 11 February 2015

Garments and fashion retail in Romania



According to a survey carried out by GfK Romania, over 45% of the Bucharest inhabitants prefer to buy clothes from shopping malls, the capital being the city with the biggest number of malls in Romania. The percentage is different in other large cities, where less than 30% of the inhabitants buy clothes from shopping malls. In the Romanian cities with fewer than 200,000 inhabitants, the clothes are usually bought from specialised street shops or clothing markets / stalls.

Over 70% of the Romanians who buy clothes at least once every three months purchase them from shopping malls.

According to the same source, 11% of the Bucharest inhabitants buy clothes online frequently, compared to only 5% in the rest of the country. 25% of the Bucharest inhabitants frequently buy clothes from outlets that sell famous brands.

Approximately 15% of the Romanians living in urban areas spend over 45 EUR per month in order to buy clothes and shoes, the percentage being higher in case of the Bucharest inhabitants (22%).

Over 25% of the Romanians buy clothes once every two - three months.

The fashion and garments retail sector in Romania is dominated by foreign players. The foreign giants H&M, Inditex (Zara, Stradivarius, Massimo Dutti etc.) and C&A have recorded a cumulated market share of approximately 25% in 2012 in Romania.

The Swedish Group H&M has entered the Romanian market in 2011. At present, H&M has 37 stores in Romania. During the period December 2013 - August 2014, the sales of H&M in Romania has reached approximately 94 million EUR, up by 39% compared to the period December 2012 - August 2013. The H&M stores are the most visited brand stores in Romania, both at the national level and in Bucharest.

The Spanish Group Inditex has entered the Romanian market directly in 2007, after previously opening stores under franchise agreement in 2004. Inditex is present in Romania with seven brands (Zara, Zara Home, Bershka, Pull&Bear, Stradivarius, Oysho and Massimo Dutti) and 98 stores. In 2013, Inditex has recorded in Romania cumulated sales of over 175 million EUR (up by approximately 16% compared to 2012) and a net profit of almost 25 million EUR (up by 12% compared to 2012). In March 2014, Inditex has launched the online shopping platform for the Massimo Dutti brand.

The Dutch retailer C&A has entered the Romanian market in 2009. Currently, C&A has 29 stores on the domestic market. C&A has reported a net turnover of almost 53 million EUR, up by 25% compared to 2012.

Despite the financial crisis, the foreign retailers have expanded their retail chains in Romania during the last years. In 2014, H&M has opened eight stores, Takko four stores, Timeout three stores, LC Waikiki three stores, C&A two stores, New Yorker two stores, Lee Cooper two stores and Koton two stores.

Some examples of foreign fashion retailers that have entered the Romanian market under franchise agreements are:


  • The British fashion retailer New Look has opened its first store in Romania in 2011, the franchise belonging to the Fourlis Group. At present, New Look has seven stores on the domestic market, located in Bucharest, Iasi, Cluj Napoca, Constanta, Craiova and Oradea.
  • The Italian fashion retailer Balizza has entered the domestic market in 2004 when the company Eka Trading has obtained the franchise for Romania. Balizza has one store in Romania, located in Bucharest.
  • The US fashion retailer Brooks Brothers has entered the domestic market in September 2014, by opening a store in Bucharest, operated under franchise agreement by the company LT Apparel Romania.
  • The Spanish retailer Mango has entered the Romanian market both directly and under franchise agreement (with Solmar Trading Grup and Peeraj Brands International). Mango has at present seven stores in Romania, located in Bucharest, Timisoara, Constanta and Cluj. In 2015, Mango plans to open a new store in Bucharest, located in Cocor Shopping Center, on a surface of 800 sqm.

Other success stories are:
  • The German youth fashion retailer New Yorker has opened its first store in Romania in 2007. New Yorker has a network of 27 stores in Romania, located all over the country. The average investment to open a store New Yorker in Romania is 950 - 1,000 EUR / sqm. New Yorker has recorded sales of approximately 25 million EUR in 2013 in Romania.
  • The Turkish youth fashion retailer LC Waikiki has opened its first store in Romania in 2009. At the beginning of December 2014, LC Waikiki has opened its ninth store in Romania, following an investment of over 1.1 million EUR. In 2013, LC Waikiki has registered sales of almost 14 million EUR in Romania. LC Waikiki plans to continue its expansion in Romania by having a network of 40 stores in the next years.
  • The UK chain Karen Millen has two stores in Romania, both located in Bucharest. Karen Millen has entered the domestic market in 2008.
  • The Italian fashion retailer Luisa Spagnoli has one store in Bucharest. The store has been opened in 2013.
  • The French fashion retailer Pimkie has three stores in Romania, all located in Bucharest.
  • The Turkish retailer Koton has four stores in Bucharest and one store in Ploiesti. The store in Ploiesti has been opened in September 2014 on a surface of some 1,200 sqm. In 2015, Koton will open two new stores, located in Iasi and Timisoara, on a total surface of 5,000 sqm. Furthermore, Koton plans to open a new store in Bucharest, in ParkLake Mall - the mall is expected to be launched in 2016.
  • The British fashion retailer Marks & Spencer has entered the Romanian market in 2000. At present, Marks & Spencer has four stores in Bucharest, one store in Constanta and one store in Iasi.
  • The German fashion retailer Peek & Cloppenburg has two stores in Bucharest and one store in Constanta. Peek & Cloppenburg has recorded a net turnover of approximately 28 million EUR in 2013 in Romania, up by 22% compared to 2012.
  • The German fashion retailer Takko has launched its first store in Romania, in 2007, in Arad. The retailer has 63 stores located in main cities all over the country. Takko has registered a net turnover of over 28 million EUR in 2013, up by almost 8% compared to 2012.
  • The Turkish retailer DeFacto has two stores in Bucharest and one store in Constanta.

Some of the successful foreign youth fashion retailers present in Romania are briefly profiled below:

The foreign women's fashion retail in Romania is represented by stores such as:

One example of foreign men’s fashion retailers present in Romania is D’S Damat. The Turkish brand has entered the Romanian market in 2010. At present, there are nine D’S Damat stores in Romania, located in Bucharest, Cluj, Iasi and Buzau. D’S Damat targets to open new stores in Romania by the end of 2016. D’S Damat has signed an agreement with the Football Club Dinamo Bucuresti in order to provide customised clothing.

Other successful foreign fashion retailers present in Romania are:

Some of the main retail fashion chains with Romanian capital are: ma dame, Yokko, TinaR, La Femme, House of Art, Bigotti, Etic, Irina Schrotter.

ma dame has opened its first store in 1996. At present, it has seven stores located in Bucharest. The company has recorded sales of 1.5 million EUR in 2013, up by almost 15% compared to 2012.

The first La Femme store has been opened in 1994 in Pitesti. At present, there are eight La Femme stores, located in Bucharest, Pitesti and Constanta. Furthermore, the company has an online selling platform.

For tailored market research and B2B matchmaking in Romania and the region, please feel free to contact us directly at email: europa@frdcenter.ro or tel: +4021 4111459/60/61

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