Impetum viperae
Retail & leisure
Ewa Wrzesińska is the co-owner of the one of the first colour cosmetics producers in Poland
POLAND Vipera, one of the first manufacturers of coloured cosmetics in the country, is implementing a new strategy for the company’s development, involving new locations, store concepts and markets. The Piaseczno-based cosmetics manufacturer is planning to expand and build on its position in Poland, but is first of all continuing its development abroad.
Cabinets and islands
For Poland the main part of its strategy is to expand the number shopping centre stands it has. Vipera currently has twelve such stands in the country, including three in Warsaw. However, it used to have twenty stands. “We decided to close the unprofitable and poor positioned stands. This is a new strategy we adopted this year,” reveals Ewa Wrzesińska, the co-owner of Vipera and its marketing and implementation director. “In November 2015 we opened a new stand in Galeria Jurowiecka in Białystok. Negotiations and the confirmation of other locations across the country are currently in progress,” she adds. The company is aiming to have 20 stands in Poland again in a year’s time. “We were present in Złote Tarasy and would like go back. Now we’re waiting for some vacant space there and for responses for other vacant space in shopping centre in Warsaw, but we are not interested
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