Fressnapf eyes Polish market launch

The growing pet supplies chain Fressnapf has had Poland in its sights for a few years now. With a population exceeding 38 million, the country is one of the biggest in central Europe. In spite of high unemployment figures, the Polish economy is well positioned, with an annual growth rate of around 4 per cent and an average inflation rate of 3.5 per cent. It has a large pet population and the pet supplies sector is developing satisfactorily. Fressnapf had plans for a market launch a few years ago, but these were thwarted by the recession, which affected Poland particularly badly. The company did a U-turn and postponed its entry into the Polish market for a while, but it did not lose sight of this target market completely. Now the economic conditions in Poland have improved again considerably, and Fressnapf is expected to start up there this year. In Michael Brackmann the speciality chain has a high-calibre expert in the sector who will lay the foundations for a successful market launch in Poland. Brackmann joined the Fressnapf management in 1996. Although he left the board at his own request at the end of last year, he continues to act as an adviser to the company when called on. His current brief includes formulating the product ranges for the Polish Fressnapf stores and conducting negotiations with suppliers. He will probably also have a say in the recruitment of the managerial staff required for the market launch. “100 stores in a couple of years” Things are expected to get under way in the summer or autumn. Fressnapf intends to adopt the familiar cautious approach in Poland that it has used in other countries: a couple of pilot stores will be opened in and around the capital Warsaw. These outlets will probably have retail areas of between 400 and 800 m2. The experience gained from these pilot stores will help to optimise the company’s strategy for the Polish market. If the concept works, a campaign of rapid expansion is intended to secure the market leadership quickly. Managing partner Torsten Toeller can thus imagine operating over 100 outlets in Poland in a couple of years’ time. Since it is to be assumed that the Polish pet supplies market will grow further in the next few years, the speciality retail chain might discover promising potential for development in the new country. Download: Fressnapf eyes Polish market launch (PDF file)