Romania attracts over 40 international retail brands between 2020 and 2025

Romania has emerged as an important destination for international retailers, with more than 40 new brands entering the market between 2020 and 2025, according to a report by Cushman & Wakefield Echinox. The combined annual turnover of these new entrants exceeds €80 billion globally, surpassing the estimated total revenue of Romania’s retail market, which stands at approximately €60 billion.

Bucharest’s major shopping centers served as the primary entry points for most of these brands. Fashion retailers accounted for the largest share of new market entries at 26%, followed by food and beverage operators (17%) and cosmetics and beauty stores (12%). Other sectors, including sports, toys, jewelry, pet shops, and pharmacies, also contributed to the diversification of new entries.

Notable fashion brands establishing a presence in Romania during this period include Primark, Lefties, HalfPrice, Calvin Klein Jeans & Underwear, Funky Buddha, and Bogner. In sports retail, JD Sports, Foot Locker, and Sports Direct entered the market. The beauty segment saw the addition of Kiko Milano, Rituals, and Bath & Body Works. Wittchen, a Polish brand specializing in leather goods and travel accessories, also joined the local market.

International food service operators such as Hesburger, Wendy’s, Popeyes, and Happy Restaurants expanded into Romania, along with Polish convenience store chain Zabka. Other brands currently evaluating market entry include the Dutch discount retailer Action and Malaysian chain MR.DIY.

The arrival of new retailers coincides with significant investment in Romania’s retail infrastructure. New developments between 2020 and 2025 have provided modern spaces for international retailers, with over 70% of new entrants choosing to open in shopping centers. These locations offer high foot traffic, strategic positioning, and a mix of retail and lifestyle services.

Most brands opted to open directly operated stores rather than using franchise models, reflecting a high degree of confidence in the local market and a longer-term strategic outlook. This approach allows companies to adapt their offerings more closely to Romanian consumer preferences.

Retailers from the US, Poland, Germany, Spain, and France have identified Romania as a strategic market, drawn by a combination of economic stability, rising consumer purchasing power, and a well-developed real estate sector. The growing demand for international brands and new retail formats continues to support expansion across fashion, food service, and beauty segments.

Investments in retail real estate remain strong, with both local and international developers supporting geographic and format diversification. This includes large malls in major cities and retail parks in secondary urban areas, creating opportunities for both new market entries and the expansion of existing operations.

Dana Radoveneanu, Head of Retail Agency at Cushman & Wakefield Echinox, noted:
“Romania continues to establish itself as a stable and attractive market for international retailers. The combination of expanding modern retail infrastructure, increasing consumer demand, and consistent investor interest positions Romania among the most promising regional destinations for retail growth.”

According to the report, Romania now offers over 4.7 million square meters of modern retail space, providing a solid foundation for continued development in the sector.