Żabka eyes international expansion, keeps focus on Romania for now

Polish convenience store chain Żabka is keeping its international growth ambitions on the table, with Romania currently serving as its main focus. While the company has not confirmed any immediate plans to enter additional foreign markets, it has made clear that it does not rule out further expansion in the future.

Żabka’s operations in Romania began in 2023 with the launch of its first stores under the brand “Fresco by Żabka.” The pilot project has since developed steadily, with more locations opening and a growing customer base becoming familiar with the company’s model of quick, convenient shopping. The Romanian market was selected as a strategic entry point due to its size, urbanisation trends, and growing appetite for modern retail formats.

“We’re continuing to build our presence in Romania and evaluating the market’s long-term potential. At the same time, we are closely observing opportunities in other countries,” Żabka’s spokesperson said. “However, we want to ensure that our current operations are scalable and sustainable before making further international moves.”

Żabka Group’s cautious approach reflects a broader strategy of responsible growth. In recent years, the company has expanded its footprint across Poland with an emphasis on digital services, automated stores, and a franchise model that has proven successful domestically.

The convenience retail sector across Europe continues to attract attention from investors and operators, especially in urban areas where consumers favour speed, accessibility, and a broad product mix. Żabka’s model, which combines traditional stores with unmanned formats and digital innovation, is seen as adaptable to a variety of markets.

Although no official announcements have been made regarding additional foreign entries, industry analysts believe countries in Central and Eastern Europe could be potential targets for Żabka’s future expansion, given regional similarities in consumer habits and retail development.

For now, the company remains focused on building its brand and operations in Romania, where its performance could serve as a benchmark for future ventures abroad.