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Changed strategies in fashion retail: Takko goes to small cities, sheltered from heavyweights' “assault”

21.03.2010, 19:37 30

Germany's Takko Fashion apparel discounter, with 32 stores inRomania, sees 2010 as a year favouring expansion, after a periodwhen developers cancelled projects and Takko network added justfive stores. "A lot of the new projects are being resumed. It willbe a good year for expansion as a result of the dwindling rents.With commercial space owners no longer asking 80 euros per squaremetre, all the other costs are going down," stated Cosmin Ulmean,managing director with Takko's Romanian subsidiary. Takko haschosen retailer parks in smaller cities over the last few years, astrategy most fashion retailers have avoided so far, choosingBucharest as a primary destination. Smaller cities are coping witha steep shortage of footwear and apparel stores, one can only buyfrom second-hand stores or from Real or Carrefour, if any in thearea, but such stores do not have more than 200-300 square metresallotted for these products, either. The first two months of 2009strongly eroded Takko store revenues, so that the Germans saw theirturnover slide for the entire year. Still, the company's managementsays the most important thing is the company ended 2009 withprofit.

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