In Lithuania, Promod stores have closed their doors, but another brand hopes to open

Irma Marcinkienė, Apranga Group Sales and Marketing Director, told Delfi that the pandemic situation forces the company to monitor the changes very intensively and carefully and adjust the need and the level of resources of the product in response.

“It is natural that after the closing of the trade from 2020. December 16 and until now, that is almost 4 months without supermarkets, we are forced to look for ways to manage stocks and negotiate with suppliers, looking for ways to adjust orders.

On the other hand, e-commerce is growing and street stores are operating since mid-February, so the new collection of products is currently being delivered to existing stores at the usual rate. It is very difficult for a company to plan in the moment, considering that there is no clear perspective of when all the commerce will open ”, he said.

According to the director of sales and marketing, the company constantly reviews the portfolio of managed brands and updates them according to market trends.

“We are giving up some brands and introducing others to the market.

At the end of last year, we started the restructuring of the network and closed the Promod stores in Lithuania and Latvia, taking into account the new strategy of the brand to focus on the markets of France and several neighboring countries, ”said I. Marcinkienė.

As stated, in 2021, the Apranga Group plans to open the first Hugo brand stores in Lithuania, whose development was suspended due to the pandemic.

“We have a number of rebuilds and new projects planned for this year, but the extent to which they will be implemented depends on the future situation in the market in response to the pandemic,” he commented.

Apranga Group operates 6 different types of chain stores or separate stores in Lithuania, Latvia and Estonia. These include Tom Tailor, Orsay, Mango, Bershka, Oysho, Toomy Hilfger, Massimo Dutti, Burberry, Zara, Boss, and more.