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.

Thursday, 21 January 2016

Retail trade in Romania - outstanding growth and increasing market demand

Romania posted the second largest increase in retail trade turnover in the world, according to a ranking made by The Economist and reported by

Romania’s retail trade turnover grew by 12.1% in October 2015 compared to the same month of 2014, recording the biggest increase in the European Union, according to EU’s statistical office Eurostat. Similarly, Romania continued to be the EU's champion in November, with a 15% y-o-y increase in retail trade. It is likely that December figures will reveal new records.

German retailer Rewe, which owns the Penny Market network in Romania, has opened five new Penny Market stores by the end of 2015, reaching 173 supermarket units. Rewe Romania also owns eight XXL Mega Discount stores and the Selgros Cash&Carry hypermarket network.

Rewe’s main competitors on the supermarket segment are local chain Profi, German retailer Lidl, and Belgian group Mega Image. In 2014, Rewe Romania had sales of EUR 521 million and over 3,000 employees. Selgros Cash&Carry had EUR 632 million in sales and close to 3,900 employees.

Carrefour Romania, the local subsidiary of French retail group Carrefour, announced in December 2015 that it has signed an agreement to buy supermarket chain Billa Romania from its German competitor Rewe. Billa Romania has a network of 86 supermarkets with a total selling area of 83,000 sqm. In 2014, Billa had EUR 315 million in sales and close to 3,200 employees. Carrefour’s business in Romania was over EUR 1.2 billion in 2014. The group has over 9,000 employees.

French sportswear retailer Decathlon opened its biggest store in Romania at the end of December 2015. The unit is located in Baneasa area, in northern Bucharest, near the IKEA store. The store covers some 4,000 sqm and its offer includes items for 60 different sports. The company opened four stores in 2015, reaching a network of 17 units.

The retailer ended 2014 with a turnover of almost EUR 70 million. In 2015, Decathlon recorded a turnover of EUR 112 million last year, up by 60% compared to the previous year. Decathlon’s competitors in the local market are specialized players such as Intersport or Hervis, the hypermarket chains and the mono-brand sportswear stores such as Adidas or Nike.

The French group also works with Romanian producers. Last year, Romanian companies made 400,000 bikes, 150,000 bike accessories, 500,000 clothing articles, and 300,000 footwear articles for Decathlon.

German retailer Lidl continues to expand in Romania with a modern and eco-friendly logistics center in Lugoj, western Romania. It is the company’s fourth such center in the country. The warehouse requires an investment of more than EUR 20 million and will be built by Romanian construction company Bog’Art. The new regional center, which will manage and provide goods transport to the Lidl supermarkets located in southwestern Romania, has a total built area of over 45,000 sqm and will be developed on a 14-hectare plot.

Lidl, which is part of the German group Schwarz, entered the local market in 2010 when it bought the Plus stores from the group Tengelmann. The company now has 182 discount supermarkets and more than 4,200 employees in Romania. Romania was the fourth country in Central and Eastern Europe for German retailer Lidl in 2014. The retailer’s sales in Romania grew by 12.3% compared to 2013, when the company reported a turnover of over EUR 700 million.

Greek toy retailer Jumbo doubled its sales in Romania in the last six months of 2015 (July to December) compared to the same period of 2014. In Romania, Jumbo has stores in Bucharest, Timisoara, Oradea, Arad, and Ploiesti.

Romanian retailer Profi has planned EUR 50 million investments in 2016. The company aims to expand its network to 500 stores. Profi’s local network currently has 367 stores, in 2015 having opened 93 new stores. The rapid expansion has also helped the retailer increase its sales by about 40% in 2015, to almost EUR 600 million.

Are you interested in the retail sector in Romania?

For tailor-made market research and opportunity analysis, acqusition target search, as well as B2B matchmaking with players in Romania and the emerging markets in Europe, feel free to contact FRD Center team at:
email: or tel: +4021 411 1459/ 60/ 61

FRD Center provides market research in Eastern Europe and the region, B2B matchmaking in the CE Europe and SEE, M&A assistance in Romania, in CEE and SEE

Sources:, MediaFax

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