Italy-based Finiper has signed a partnership agreement with electronics and house appliances distributer Unieuro. The partnership will see Finiper introduce 21 Unieuro shop-in-shops in its Iper hypermarkets.
Pilot projects launched in February 2018
The shop-in-shops were first tested in two pilots in Solbiate Olona (Varese) and Busnago (Monza Brianza), in February 2018. Since then, an additional seven corners have been launched in Gadesco Pieve Delmona (Cremona), Montebello della Battaglia (Pavia), Monza, Grandate (Como), Lonato del Garda (Brescia), Arese and Magenta (Milan). Five more shop-in-shops are expected to be opened in March 2019, with the aim of opening 21 by the end of the year.
Shop-in-shops to be managed by Finiper
The corners will range in size from 400 sq m to 800 sq m. They will be managed directly and independently by Finiper through a commercial affiliation contract. Finiper will, however, adopt the structures and layouts of Unieuro. Full-time staff, training, IT and logistics will also be provided by Unieuro.
Finiper’s purchasing director, Gabriele Nicotra, said it hopes the shop-in-shops will increase its offer to customers while making use of Unieuro’s expertise in the electronics sector. He added that the corners will help increase competitiveness in purchasing, assortments and promotions.
Retailers looking to allocate space to third parties
European retailers have increased their focus on reallocating hypermarket space away from the challenging consumer electronics and appliances categories. This has seen them dedicate more space to other non-food categories where they believe they can win or to grocery ranges, especially fresh.
The move to work with third party retailers in the category has seen a renewed focus from the likes of Carrefour, which is collaborating with Darty in France and Media Markt in Poland, and Tesco, who has been cleared to work with Media Markt in Hungary.
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