Its sales are higher than its main rivals’, Mobexpert (with its two stores in Baneasa and Militari) and kika.
IKEA’s sales were calculated from a EUR81.6 million revenue and a total retail area of 26,000 square meters. The company did not provide any details about its retail area (storage space excluded) by press time.
On the other hand, the Mobexpert store in Baneasa posted almost EUR2,900 sales per square meter, while its revenue stood at EUR18.3 million and actual retail area covers 6,375 square meters (storage space excluded).
The Baneasa area, where Mobexpert and IKEA are across the street from each other, is the best area for furniture retail, and the sales of the two amount to EUR100 million.
In Militari, a district in the west of Romania’s capital city, Mobexpert competes with Austrian-held kika, but none of them has been able to drive sales beyond EUR900 per square meter. kika’s sales per square meter stand at EUR545, while Mobexpert’s at EUR826.
IKEA, Mobexpert and kika are the largest retailers on the local furniture market. Mobexpert was the first to enter this market and has built a network of 32 stores and hyper-stores. IKEA and kika arrived later, in March 2007 and December 2008, but they are famous international brands.
They are competing on a EUR700 million furniture market, which might see its first growth after the crisis in 2015.
(English version by Loredana Fratila-Cristescu)