This strategic move marks the beginning of the company's expansion outside Poland, where it operates over 10,000 stores.
Launched at the start of May, the new store operates under the brand name "Froo" and is currently in a pilot phase using a "friends & family" formula, catering exclusively to a select group of test customers. This allows Żabka to tailor its offerings to meet local consumer expectations and refine store functionalities before a wider roll-out.
"The first step is to open several test locations, one of which has been operating since the beginning of May in Bucharest," a company spokesperson told Romanian news site Economica, as quoted by Business Insider Polska.
Żabka's ambitious plans include opening 200 stores in Romania by the end of the year, contingent on the success of the pilot phase. "The further pace of development of the network in Romania will depend on the result of the test phase," the spokesperson added.
The expansion into Romania follows Żabka’s acquisition of a majority stake in the Romanian family-run distribution firm DRIM Daniel Distribuţie FMCG for EUR 103.8 million earlier this year.
(jh)
Source: Business Insider Polska