Romania's retail market has consolidated its position as a strategic hub for international brands, attracting over 40 new retailers between 2020 and 2025, according to an analysis by Cushman & Wakefield Echinox.
These new entrants collectively record annual global revenues exceeding €80 billion, significantly more than Romania's total estimated retail market revenue of around €60 billion.
More than 70% of the newcomers opened their first units in shopping centres, attracted by their strategic locations, high footfall, and integrated amenities.
Fashion leads the influx at 26%, followed by food & beverage (17%) and cosmetics & beauty stores (12%), with these three segments accounting for over half of all new market entries. Notable fashion arrivals include Primark, Lefties, and HalfPrice, while the sports sector welcomed JD Sports and Foot Locker. The beauty segment saw brands like Kiko Milano and Rituals establish a presence. Fast-food chains such as Hesburger, Wendy’s, and Popeyes have also pursued aggressive expansion strategies.
The development is further supported by a robust retail infrastructure, with over 4.7 million sqm of modern retail spaces available.
"Recent trends—from the increasing number of new brands to the expansion of existing companies—showcase the sector’s strength and the investor confidence in its potential. This momentum places Romania among the top destinations for regional retail growth," said Dana Radoveneanu, Head of Retail Agency, Cushman & Wakefield Echinox.
The preference for directly operated stores by most brands underscores strong confidence in the market’s performance and profitability, signaling a long-term commitment to Romanian consumers.
