Trade|Competition for department stores will intensify as the cheap chain from Sweden expands to the area of small chains already operating in Finland.
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The cheap chain of Sweden is expanding his operations in Finland, tightening competition between home small accessories chains.
According to the Finnish Trade Union, there are already several inexpensive chains in Finland, including Rusta, Puuilo, Motonet and Tokmanni.
Juha Saarela, CEO of Puuilo, says the competition is tough, but the company’s customer numbers are still increasing.
Danish car reserve share chain Thasen may be the next new player in the Finnish market.
In Finland The war of the home’s small supplies chains is.
As a recent turn, the Swedish department store chain Julra expands to Helsinki. The nearest store in Kerava has been the nearest store in the Helsinki metropolitan area so far.
“We will come to Konala in Helsinki late this year. It is now the first time we get boldly inside Ring Road 3,” says Jula’s Country Manager Jaakko Soini.
There are also key competitors in the chain in Konala near the future station.
The situation is familiar: the Swedes are trying to tackle Finns.
Last year, the Swedish chain Julu opened in Pori. In the picture, Kristiina Mäkelä, who arrived at the opening shopping at the opening shopping, and Kian Amirkhani, an employee of Julra and Sauli Jaakonsaari, store manager at the Pori shop.
Christmas According to Soini, it will probably be located in places like Puuilo and Motonet, for example. In other words, Julra is hardly seen in the heart of the city.
According to the Finnish Trade Union, similar players in Finland include Rusta, Kärkkäinen, Tokmanni, Biltema, Minimani and Clas Ohlson. Normal, which sells daily products, hits the same definition.
These are united by affordable prices. In addition, the chain -like efficiency offers a competitive advantage in all the market, says the CEO of the Trade Union Kari Luoto. Chainity helps retail in buying and logistics, he continues.
Of the above, Rusta, Biltema, Clas Ohlson and Julra are Swedish. Domestic are wooden silos, Motonet, Kärkkäinen and my minimal.
The Normal chain, on the other hand, is Danish.
People queued up at the opening of Puuilo in Sastamala in the fall of 2022.
Chain Julra is probably new and unknown to many, says Country Manager Soini. However, he believes that Julra stands out.
“I feel that the department store experience alone will be different from our controls. And then that we have a very wide eight stitches that these others do not have in the same way.”
Because the competition is fierce, Jula must be priced with other players in the industry, says Soini.
“Yes, I would see that Julra should be quite similar or a little even cheaper.”
Retail The industry has always been very competitive, says Puuilo CEO Juha Saarela.
“The competition is fierce, of course it is like this.”
In addition to Jula, Puuilo’s competitors include Motonet, Biltema and Finnish IKH. On the other hand, traditional hardware stores compete for the same cake.
“We are a cheap shop, where as its name implies, we try to sell at a cheaper price than specialty stores,” says Saarela.
“Of course, we are with interest and respect for competitors. On the other hand, we also follow whether we have something to learn from them.”
According to Saarela, the number of customers in Puuilo has increased in all stores.
“It cannot be claimed that our growth is not affected by competitors’ activities, but the effect is difficult to measure. And in any case, the effects are limited.”
At the opening of the Motonet of Tampere Linnainmaa, people were distributed to people last May.
Economic The situation is difficult for many at the moment, so people are looking for cheap stuff.
“Of course, this is important for the price,” says Luoto of the Federation of Commerce.
For him, it is good that competition is increasing. One reason for this is, according to him, that chains operating in Finland offer a safe alternative to an outside EU.
The so-called “China-chris” Finns like to buy online. Already in the spring of 2024, the Finns bought the cheap trade Temusta as much as Zalando.
Small supply chain There are a lot of activities underneath the concept. Normal focuses on household and cosmetics, Motonet sells parts especially for cars.
However, some chains do not differ significantly. According to Luoto, it is difficult to say in advance how this will affect the sale of chains.
“Yes, in their own way, they try to separate from each other. But that’s the competition.”
The Hong Kong department stores changed under the Rusta brand in 2020. In the photo of Rusta Raisio in the fall of 2023.
But Again, there is a rumble from the entrance to the small accessories chains.
Danish Thansen expands to the Biltema and Motonet plot in Sweden. Told This week Ilta-Sanomat.
It remains to be seen whether Thasen’s next newcomer is the Finnish small accessory chains.