On the domestic hypermarket segment Carrefour is the market leader in terms of sales, while Real boasts the largest number of stores, and Auchan the largest number of shoppers. However, there could be some changes in the hierarchy, in the wake of this year's scheduled investments, forecast to reach half a billion euros, according to BUSINESS Magazin calculations.
In recent years, out of all store formats, hypermarkets have experienced the most spectacular trend in terms of sales and the number of visitors. With a vast array of products under one roof, hypermarkets have satisfied the tastes of Romanian customers, who remain undiscouraged by price hikes in recent months.
Last year, Carrefour retained its leading position in terms of sales and derived turnover worth 866m euros, up from around 609m euros in 2006. Jose Jacobo Caller, general manager of Carrefour Romania, believes Romania is growing much faster than he initially predicted when he first came to the company's helm, and the next 36 months are vital because in just three years' time the market will become much clearer. As a result, Caller has started a marathon of openings. This year, the French company plans no less than 6 new units, which adds to the current 11-store network. With an average investment of 20m euros per store, the budget earmarked for network expansion can reach 120m euros: "but could go even higher, depending on market opportunities," says Caller.
Real, Metro's hypermarket network, plans to open 7 new stores with overall investments worth 140m euros. Real is in fact closest to the finish line in its expansion strategy and plans 7 new stores by yearend, which means the company would match its target of 21 stores. While aggressive expansion will end soon, expansion will continue, with at least one store opening being scheduled for 2009. In terms of number of stores, Real took over the leading position as early as last year.
In terms of investments, Auchan sits in third position this year, after the company budgeted around 80m euros in order to open four new stores, two in Bucharest, one in Suceava, and one in Timisoara. In the coming years, scheduled investments could revolve around 300-320m euros, with the network targeting around 20 spaces in the medium term, both in and outside of Bucharest. In line with company internal surveys, Auchan comes top in terms of the number of visitors. Last year, the company registered over 8 million visitors.
In terms of number of stores, Kaufland too holds a competitive position for the top spot.
In addition, Romanian names present on the hypermarket segment are also expanding, although at a much slower rate, because they lack the financial strength needed to compete with foreign networks.
Companies believe the market will eventually become saturated in 4-5 years, at which point acquisitions or alliances with rival companies may prove to be the only solutions.
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