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Sweden mixed retailers market increased by 3% in 2013
Mixed Retailers in Sweden - a new market research report on 2014-04-30 00:54:02
Mixed retailers saw current value sales grow by 3% in 2013, driven by healthy sales through cheaper channels, such as mass merchandisers and variety stores. Despite the slight recovery of the economy in Sweden, unemployment remained rather high and many consumers felt a strong level of economic uncertainty, and thus continued to be cautious in their spending in 2013. Many of these consumers were subsequently attracted to mass merchandisers and variety stores, which often have special deals and offer cheap products.

Department store chain Åhléns leads mixed retailers, accounting for 21% of retail value sales in 2013. In terms of department stores the chain took a 57% share of value sales the same year. The Åhléns chain´s 77 outlets are present not just in Sweden´s three largest cities, Stockholm, Gothenburg and Malmö, but also in smaller towns across the country. Despite the good brand awareness and image of the chain, the chain lost share in 2013 and over the review period, mainly due to the economic environment and the increasing popularity of variety stores.

Mixed retailers is predicted to grow by 6% in constant value terms over the forecast period, slightly slower than the 10% growth seen during the review period. Growth rates are settling down after a period of rather dynamic development, and the cautious economic forecast in the short term will hold sales back somewhat, particularly in the large department stores.

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