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Of: kilian bauml

Person walks in front of Pepco logo
The Polish company Pepco wants to expand into the German market. (Iconic image) © Beata Zawrzel/Imago

Polish discount store Pepco would like to expand its presence in the German market with 2,000 branches: competition for Primark, Kik and Co?

Kassel: When you think of particularly cheap clothing providers, many providers such as Primark, Kik, NKD or Takko come to mind. For example, Kik alone has more than 2,500 branches in Germany. But the discount store landscape is about to change. A new competitor wants to conquer Germany, the Polish fashion chain Pepco.

In 2022, four Pepco branches were opened in Germany, located in Chemnitz, Cottbus and two in Berlin. But in the future, the discounter would like to expand its range on the German market. There are already 59 branches in neighboring Austria. The fashion chain is most successful in Eastern Europe: there are more than 1,000 branches in Poland, the country of origin.

Discount store Pepco expands into the German market: competition for Primark, Kik and Co.?

With its range and target group, Pepco is similar to other budget fashion chains that have already established themselves on the German market, such as Primark, Kik, NKD and Takko. Pepco now wants to go beyond the known sizes. The company’s goal on its website is to become the biggest, best and cheapest supplier of home and family products in Europe. The newspaper reports that Pepco’s expansion plans also include the opening of 2,000 branches in Germany World. This would put the Polish fashion chain almost on a par with previous providers.

If you look at the company’s history, you might even consider the fashion retailer’s ambitious goal realistic. The company opened its first branch in 2004 and has been able to establish itself in 16 European countries with a total of nearly 3,000 branches in the past 19 years. Pepco on its own website.

company Pepco
country of constitution Poland
first branch 2004
total branches Almost 3000 in Europe

Pepco wants to use this strategy to conquer Germany and compete with Primark and Kik

The success of the provider is based on a strategy that is also used in the German market. When it comes to business development, Pepco describes the company’s pillars as “bigger, better, simpler and cheaper.” In order to grow rapidly in Germany, the fashion chain’s website is aimed directly at people interested in opening a Pepco branch, for example owners. The company makes the following demands on potential locations:

  • The place needs at least 20,000 inhabitants.
  • The area must be between 450 and 750m2.
  • The store should be in a busy area, such as the city center.

Pepco on the German market: “We do not see direct competitors in this aspect”

While other companies are turning more and more to online purchases in the face of the crisis and inflation popular fashion chains in Germany are even closing branchesPepco sees the situation more calmly. The vendor mainly focuses on cheap clothing, housewares, and decor. “We don’t see any direct competitor in this regard,” German expansion director Manuela Gräber told the newspaper. World.

The company is not the only one planning to conquer the German market. That too The Scandinavian company Oda wants to conquer Germany and creates competition in Aldi, lidl, rewe Y edeka. Even the best dogs in the Online commerce like Amazon and Ebay faces competition, for example from the Swiss company Galaxus, which wants to expand its service in Germany. (kiba)

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