PLN 6,000 per sqm in Dayli
Retail & leisureDayli's current sales level is PLN 4,800 sqm per shop. Kamil Kliniewski, the president of parent company Kerdos, says that in the long-term the company is striving to reach the level of market leader with app. PLN 18,000 per sqm. In this quarter the chain plans to increase turnover by introducing shelves with pharmaceuticals and diet supplements. “We have a clear margin on these products because there is no logistics required in this case as it is covered by the distributors,” said the president of the company’s board. In addition to this, in four weeks’ time the company is planning to introduce its own label of coloured cosmetics to its stores. “I cannot disclose the name of the manufacturer or the trade name. The producer is Polish. We are currently importing the packaging from China. We want to introduce the entire line straight way,” said Kamil Kliniewski. In this quarter the chain is planning to continue its organic growth and launch internet sales. “I have put forward an offer for the purchase of two chains in Pomerania and Silesia. I am waiting for a continuation of the matter. I want to take over ready shops only, with no management or warehouse. A chain of 20 shops is a model one for us. Large players do not consider such small chains,” is how the president of Kerdos describes the development strategy of the chain. “Stores with ready business are an easier way to develop for the Dayli chain because opening a shop from scratch just needs six months to develop.”
Kamil Kliniewski also reveals that organic cosmetics are currently being tested but this range of products is only expected to be introduced in larger cites. “In smaller towns people do not have such an awareness as those abroad, as is the case with our Meng chain in Luxembourg. In addition, in smaller towns people’s purchases are more determined by the price and organic cosmetics are more expensive,” he says. The company has also resolved a number of issues related to the transport of goods after the signing of a contract with a logistics company. The previous company, PKS, also serviced the customising of products, which generated unnecessary costs. “In Q1 the retail trade is never good, particularly when it comes to a profile such as ours. Q2 will be better. On the basis of our sales results, we can see that turnover increasing when the spring comes,” explains the president of Kerdos.
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