KiK Textilien und Non-Food GmbH (KIK), German's largest discount fashion and home goods chain, is preparing to open its first stores in Romania in the next couple of months in order to reach a network of 20 stores in the country by the end of 2018. In the next two years the first KIK stores will open in Bulgaria and France.
Aiming to further expand its presence in Europe, KIK established its branch office in Romania at the end of 2017. In the next two years the German retailer is planning to open stores in Bulgaria and France, while also postponing its earlier plans to enter the USA.
“A launch in the US would have been too risky for us right now because of the current difficult international environment and the looming trade war between America and China but also between America and Europe. Instead we will accelerate the expansion we had already planned in Europe,” stated KIK CEO Patrick Zahn to the German business newspaper Handelsblatt.
The chain currently has 3,564 stores in 10 European countries and had sales of €2 billion in 2016.
Within the South East Europe region, KIK is currently present in Slovenia and Croatia, where it recently opened its 76th store, located in the town Ogulin.
Established in 1994, KIK is today positioned as one of the top ten textile suppliers in the German retail sector. Despite growing competition from low-cost fashion retailers, KIK has managed to achieve a sustainable growth over the years due to its attractive merchandise mix and excellent customer service. Its major international competitors include H&M, the fast-growing Polish clothing and household chain PEPCO and the Polish fashion giant LPP.
KIK is known to expand at a rapid pace, opening approximately 200 new stores each year. Its retail units range between 450 and 1,000 sqm in size. Its main locations of interest include shopping malls, city centers and retail parks in major cities.
The chain is known for its good quality, affordable clothing essentials ranging from shirts, trousers, skirts and underwear. Besides clothing, which accounts for approximately 70 percent of the assortment, its offering also encompasses stationary, gifts, toys and home textiles, mainly catering to women in the 25 to 55 age group.