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Chicco Romania is relocating its street stores to malls. Where the 8th store has been opened?

Chicco Romania has opened its eighth store in the country and its second one in a shopping centre, after changing their business strategy of relocating its street stores to the malls.

So, the second Chicco store opened in a shopping centre is located in Bucuresti Mall, Vitan area and comes following a EUR 120,000 investment. The store is practically relocated from the former unit in 7 Ceaikovski street. The first Chicco unit opened in a mall is in Iulius Mall in Timisoara, commissioned in March this year.

The new business strategy is enforced in the year when the famous Italian brand for kids is celebrating 60 years of existence.

The network of the only Chicco importer to Romania comprises eight stores in Bucharest, Brașov, Cluj-Napoca, Iași, Galați și Constanța, to which the online shop (www.chicco.ro) is added.

Chicco Romania estimates a turnover of over EUR 6 million in Romania for 2018, up by 12% as against 2017.

The relocation of the street stores to the malls has been decided for a better visibility and to meet the customers who want to have more shopping options in the same location,” said owner Ruxandra Burcea, who brought Chicco products in Romania 22 years ago.

The recently opened store in Bucuresti Mall is stretching on 145 square metres, has 5 employees and is hosting the Italian brand’s 2018 fall/winter collection, toys, accessories and child care products, targeting babies and children aged 0 to 3.

As Oana Banu, Retail manager and Cristina Mănescu, Marketing & Communication manager at Chicco Romania told us today, the relocation has significantly pushed up the sales, which posted an increase by 150-170%.

A significant rise has been recorded at the brand level’s in the past 2 years on the fashion items, 20 pc increase on clothes and 30pc on footwear.

The two Chicco managers also said that there is a clear explanation of the growing sales, as there is a higher traffic in the shopping centres compared to the street stores. They also said the decision to relocate the store to Bucuresti Mall has come naturally following demands of the clients and also because it had a symbolic meaning: the first foreign brand brought to Romania more than two decades ago is perfectly fitting into the first mall opened in Bucharest and in country.

Chicco Romania plans to open another store in a commercial centre in Bucharest and relocate an existing one in 2019 and to relocate another unit in 2020.

Among the most bought Chicco items in 2018, there have been the sport baby strollers, clothes, footwear, but also a new range of baby bottles, Natural Feelings and care & cosmetics products Natural Sensation.

About Alina Grigoras Butu