The Polish chain of cheap clothes entered Lithuania: it hopes to open more than one store

In Poland, Half Price is known as a chain of cheaper clothing stores, but it also offers footwear, household goods, and interior items.

This network is managed by the company “CCC Group”, which consists of 5 complementary brands: CCC, Modivo, eavalyne.lt, HalfPrice and DeeZee. The CCC network operates in 29 countries around the world, where it has almost 1,000 stores.

As Half Price retail manager Paulina Dudak said at the opening of the Vilnius Half Price store, this Polish retail chain can offer its customers up to 80% off. lower than usual prices for clothing, footwear and other products of well-known brands.

However, she assured us that Half Price is definitely not targeting only low- and middle-income shoppers.

“Our goal is to make Half Price a store for everyone. No matter what your income, we want to invite you to shop with us. We have really attractive prices, but we also have attractive quality. Therefore, we hope to attract various visitors with great value – both women and men of various age groups”, said P. Dudak.

Keeping prices low allows Half Price to have a “unique way of sourcing products in different locations around the world,” she said.

“We buy from small suppliers, large suppliers, from boutiques, sale places – from everywhere. And we aim to make those savings impact our customer. So the money we save, we give back to the customer. This allows us to sell goods up to 80 percent. cheaper than the recommended retail price”, said the Half Price retail manager who came from Poland to the opening of the store.

When asked if there are plans to open more stores of this brand in Lithuania, she said that she hopes that this will happen, but it is too early to talk about it.

“Over the past three years, we have opened 125 stores in Europe. So our development is very fast. And when we see that the customer likes us, we open another new store.

For example, last year we opened one store in Riga, Latvia. And tomorrow we are already opening the second one there, because we know that the local customer likes us. I hope it will be the same here and we will open more stores,” said P. Dudak.

She noted that such a “unique business model” allows us not to pay much attention to the competition: “We are so different compared to others that our customer chooses us. That’s why we don’t see other clothing stores and discount marketplaces as our competitors.”

So what are the prices in the first Lithuanian “Half Price” store? For example, Tommy Hilfiger t-shirts start at 29 euros, Calvin Klein jeans start at 69 euros, a Karl Lagerfeld or Michael Kors coat or jacket can be purchased for 89 euros, and Pierre Cardin trousers for 34 euros.

Petras Čepkauskas, head of the food section of the price monitoring portal Pricer.lt Delphi previously assured that he was not surprised by such a decision of the Polish company to enter Lithuania. “It’s a lot like Pepco, maybe with more clothes.” It is characterized by low prices, the target segment of which is Sinsay, Pepco buyers, people who buy clothes from retail chains,” he described.

The market, as assured, will not be strongly affected by the arrival of a new player.

“This is a regular category killer that will definitely find its customer.” Looking at pricing, second-hand clothing store Humana will be the biggest threat, but in any case, it will come at the expense of existing players, he said.