Poland will become the centre of regional expansion for the Biedronka chain. The target for the launch is Slovakia, where the first shops will be opened later this year. Biedronka CEO Luis Araujo confirmed that they will operate under the name familiar from Polish cities.

“The Biedronka chain needs space to grow and it became clear to us that Slovakia could offer us this space. In addition, Slovakia offers us cultural and geographical proximity. Many Slovaks come to Poland for shopping anyway. We decided to take advantage of this opportunity”, informed Luis Araujo, CEO of Biedronka.

As he added, research has confirmed that Slovak customers are familiar with the Biedronka brand. As a result, shops in our southern neighbour will be operated under this logo. Analysed, but ultimately rejected option was the use of the Slovak word ‘lienka’, precisely meaning ladybird. The entire project of entering a new market will be managed from Poland. The procedures and organisational culture developed in Poland will also be transferred.

“We have also selected several locations and we want the first shops to open at the end of 2024”, added Pedro Soares dos Santos, president and chairman of the board of directors of Jeronimo Martins.

At the same time, the Biedronka CEO pointed out that the assortment in Slovakian Biedronkas will be slightly different from what is offered in Poland. At the same time, Polish suppliers producing the discounter’s own brands can count on the possibility to bring their products to Slovakian shelves.

However, Slovakia is not the only country in which the Portuguese chain is interested. In the long term, it is also possible to enter the Ukrainian market. The condition is the end of the war in this country. Jeronimo Martins is also looking at the Romanian market, and in the Czech Republic, where the Hebe drugstore chain, also known in Poland, is being successfully developed.

Arkadiusz Słomczyński