Answear in Romania: business up 35% in 2019, to Euro 22M
Answear posted a business increase of 35% in 2019, to a turnover of circa €22M, with the results generated mainly by the increase of the medium value of the shopping basket and the increase by 30% when it comes of the number of orders.
Our efforts in 2019 were focused on adding new brands in Answear portfolio. This development in the variety of brands and products lead to an increase of the average basket in our online shop. Among the brands newly introduced in portfolio are Stuart Weitzman, Tommy Sport, Twinset, Coach, Iceberg, Red Valentino, Patrizia Pepe, Mou, Karl Lagerfeld, Dsquared2, Colmar. In the same time, the average value of the basket increased also due to the improvement of UX area and of the mechanisms for recommending similar and complementary products
Raluca Radu,
Country Manager Answear Romania
At the end of 2019, around 30,000 orders were registered every month, with an average value of RON 320. The biggest order was of RON 21,000 and was made in September. Among the 7 countries where the Polish retailer is present, Romania was, last year, the second market in terms of sales volumes for Answear, right after Poland.
The most sold brands last year were Tommy Hilfiger, Tommy Jeans, Guess Jeans, Medicine, Answear, adidas Originals, Calvin Klein Jeans şi New Balance. A big boost in sales was posted, in the end of the year, by Dr. Martens, Moon Boot, UGG and Polo Ralph Lauren.
The categories of products best sold included long coats, jackets and sports coats, sports shoes, boots, among others. In 2019, an increase in sales was registered in dresses category, where the offer of brands and products diversified.
We have clients from all counties in the country, and the number of clients outside Bucharest increased a lot from one year to another. The cities with the highest volumes of sales outside the capital are Timisoara, Cluj-Napoca, Iasi, Brasov and Constanta
Raluca Radu
The biggest growth rate in orders in 2019 was in Brasov county, up 81% compared to the previous year. Other regions where the company became more popular than the year before were Oradea, Arad, Prahova and Sibiu.