Romania Froo Froo! Żabka Group starts operations in Romania

Froo is a new brand within the group's ecosystem on the European market. The group, which owns, among others, the chain of over 10,000 Żabka shops in Poland and Maczfit, a diet catering company, joined forces with DRIM Daniel Distributie in February this year, taking a majority stake in the FMCG distributor in Romania. Froo are modern convenience stores equivalent to the Żabka shops operating in Poland.

The first shop under the Żabka brand was established in 1998. In entering the Romanian market, the Group is building on more than 25 years of experience gained on the Polish market and the know-how of its Romanian partner DRIM Daniel Distributie.

Romania is a significant market in CEE with a population of over 19 mln, making it the second largest consumer market in the region. The similar consumer profile to Poland and the growth prospects for the Romanian market made this direction a natural step in the expansion of the Żabka group. Romanian consumers appreciate small, nearby shops where they can complete impulse purchases for immediate consumption - so Froo fits their needs well.
Anna Grabowska, president of Żabka International

The name of the chain is different in Poland and Romania, but the branding and character of the brand has remained the same. Froo Romania Retail, part of the Żabka Group, is responsible for the development of the shop chain in Romania. The shops will operate under a business partnership model. Froo plans to open shops in major towns and cities across Romania, with outlets ranging from 50 to 70 sqm in size. Each location is analysed in terms of its attractiveness to customers, but also logistics and growth potential. There are currently five shops operating under the Froo banner in the country's capital.

In the first stage, we opened shops in the friends&family formula, which allowed us to test the IT, assortment and logistics solutions introduced. We then opened test outlets for customers. We are continuously improving our processes and enhancing our offer.
Radu Trandafir, general manager, Froo Romania Retail

In the Froo chain shops, more than 80 pct of the assortment is made up of Romanian brands and international brands from Romanian suppliers. Following the example of the Polish market, Froo also offers private label products. A range of hot snacks is also available in all outlets. In all shops, customers can return product packaging, covered by a deposit system - with a capacity of 0.1 to 3 litres. Selected outlets have recycling machines for the collection of plastic, aluminium and glass packaging. Froo's deposit activities are a result of Żabka Group's Responsibility Strategy, it is also a fulfilment of the legislation in force in Romania.