German retailer Metro challenges Profi's position as the most expanded retailer in Romania through its store chain LaDoiPasi

by Romanian Reporter - Tuesday, December 15, 2020 4:47 PM


German retailer Metro challenges Profi's position as the most expanded retailer in Romania through its store chain LaDoiPasi

The convenience store chain LaDoiPasi, launched by Metro group in Romania in 2012, will reach 1.400 franchised stores by the end of 2020. Stimulated by the increasing customer preference for convenience stores and by the launching of its own product range, the retailer increased the expansion rate and opened more than 500 new stores since May 2019. There were 1.100 stores opened under their brand at the end of March 2020.

38% of the chain's stores are operating in Southern Romania, while 35% are located in the North, respectively 27% in the Western part of the country. The company doesn't show any sign of slowing down the expansion and announced a new target: 2.000 LaDoiPasi stores opened by 2023.

The stores are operated by partnering entrepreneurs in a franchising system, not by Metro, which owns 30 cash&carry stores in Romania. 

The German retailer competes in the convenience store market in Romania with Profi, which operates 1.376 stores located all over the country, having the widest geographical spread and strong presence in almost 250 cities, smaller towns, and villages. Profi was acquired by the investment group MiD Europa in 2017. At that moment the Romanian convenience supermarket chain amounted to 500 stores.

The third place is claimed by Mega Image, with almost 800 supermarkets and convenience stores, most of them concentrated in Bucharest and Ilfov, which are also the only regions where Mega Image is the undisputed market leader. The store chain, founded in 1995, was acquired in 2000 by the Belgian retailer Delhaize Group.

In the rest of the country, LaDoiPasi is the market leader in 22 counties, such as Alba, Brasov, or Iasi, while Profi is ranked first in another 17 counties, like Arad, Gorj, or Timis. The two chain stores are sharing first place in Tulcea county.

Photo: La Doi Pasi / Facebook


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