Poles looking after their homes

Alan Heath
29-05-2002, 00:00

The Danish interior decoration retailers Jysk has announced that it will open 15 E 20 shops annually hoping to reach up to 100 stores in the next four years. The company already has four outlets in this country.

The cost of one store clearly depends on the city and its position but the average cost will be around PLN500,000 to open a store of between 800 and 1,200sqm according to Katarzyna Bartosik who is coordinating the marketing effort of the company in this country.

The mother company is convinced that it is worth investing in this country. It believes in the potential of Poland, particularly after EU entry. The company is aiming to be present in cities where there is at least 90,000 inhabitants. If everything goes according to plan, the Danes say that they will continue investing in further outlets.

Katarzyna Bartosik says that the funds are coming from the parent and a date for when a return on investment should be expected has not yet been set. For the moment the most important factor is being present on the market.

Jysk will face strong competition on the Polish market. In March Decorador opened its first interior design store which was financed by Enterprise Investors (EI). EI has stated that it will place some USD3m in the firm by the end of this year. Plans are for twenty stores within the next five years in the largest cities in Poland. EI has further stated that it will place up to USD7m in the firm in this period.

Adam Mularuk, MD of Decorador says that his company has found a niche market by concentrating on textiles and kitchen equipment. Jysk therefore is not a direct competitor as it concentrates on the bedroon whilst Ikea is largely interested in furniture and other accessories.

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Podpis: Alan Heath

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