An ability to adapt store formats to new markets is enabling European electrical retailers to threaten the international expansion plans of established UK players such as the Dixons Group, says a new report.
Electrical Retailing in Europe, by Research group Retail International, says UK groups Dixons and Kingfisher are currently spearheading international expansion, with Dixons in the strongest position to prosper.
The company’s emphasis on stocking products that incorporate the latest technologies and its strategy of identifying and capitalising on trends are credited with its success.
But, cautions the report, German market leader Media Markt is more successful at adapting to new cultures and is more popular outside its home market.
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