Romania's contemporary retail landscape has yet to be comprehensively filled in
Romania's Modern Retail Market Expands, Focusing on Underserved Areas
A new report by Cushman & Wakefield Echinox has shed light on the uneven distribution of Romania's modern retail market. The report indicates a shift in strategy for the retail sector, signaling a move towards expanding into new geographic areas.
According to the report, 10 of the 24 counties in Romania without a modern shopping center are located in the South and East regions. These counties include Mehedinți, Teleorman, Giurgiu, Ialomița, Călărași, Brăila, Vrancea, Vaslui, Neamț, and Botoșani.
Despite this, Romania's modern retail market has expanded to 4.73 million square metres by mid-2025. Changing consumer habits, improved infrastructure, and demographic stability in smaller cities are attracting increasing interest from developers in Romania.
The strategy for the retail sector in Romania is shifting, with a focus on expanding into new geographic areas rather than strengthening existing retail hubs. More than two-thirds of the total modern retail space in Romania is concentrated in a few regions, primarily the capital Bucharest and the Centre-West region (including Transylvania and Banat).
This leaves many areas in Romania without access to modern retail facilities such as malls, retail parks, or shopping galleries. Cities with over 50,000 inhabitants in Romania, such as Teleorman, Călăraşi, Vaslui, and Botoşani, are among those without modern retail infrastructure.
Dana Radoveneanu, Head of Retail Agency at Cushman & Wakefield Echinox, stated that the current imbalance in development is largely due to historical investment patterns favouring economically stronger and more densely populated areas.
However, the lack of modern retail facilities in certain areas presents opportunities for both local and international retail chains seeking market expansion. Retail park formats are expected to dominate upcoming developments in areas with limited modern retail infrastructure due to their lower initial investment and more flexible leasing structures.
The statement about future projects targeting secondary and tertiary cities in Romania was cited by Ziarul Financiar. The lack of modern retail facilities in these areas explains why future projects are strongly targeting these cities.
The report also highlights the opportunities in modern retail density in underserved counties of Romania, which remains below regional averages. Developers in Romania are actively seeking to close the retail gap by targeting cities with no modern retail infrastructure.
Despite inflationary pressures, retail consumption in Romania is projected to grow modestly, ensuring resilient demand in areas with limited supply. This resilient demand, combined with the opportunities in underserved areas, makes Romania an attractive market for retail expansion.
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