Stokrotka launched an in-house logistics system in the beginning of July 2013, aimed at providing store customers with a wide array of high-quality fresh products at attractive prices. The appearance of the supermarkets also changed. This process is connected with the new growth strategy for Stokrotka stores in Poland.
In the beginning of July 2013, Stokrotka launched its own logistics network, with a distribution centre in Teresin, near Warsaw. The investment will ensure quick and effective product deliveries to eight regional warehouses located throughout the country.
“In deciding to launch an in-house logistics system, we increase the independence of our supermarket chain. Thanks to this, we will have a bigger impact on the prices and quality of the assortment on offer, making our offering more attractive to the existing and future clients,” said Dariusz Kalinowski, CEO Stokrotka.
“By implementing the new growth strategy for the Stokrotka supermarkets, we intend to reinforce our leading market position,” added Kalinowski.
The central warehouse, with an area of nearly 27 000 sqm, features over 5 000 sqm in freezer areas, enabling to maintain three different temperature ranges for the separate storage of dairy, meats, fruits and vegetables. The warehouse capacity is 32 000 pallets and the target employment is 400 people. Every day, 40 transports leave the central warehouse, each carrying approx. 1 300 pallets to regional warehouses located in Lublin, Sosnowiec, Białystok, Bydgoszcz, Olsztyn, Gdynia, Szczecin and Wrocław. Nearly 400 pallets of products are delivered to Stokrotka supermarkets six days a week.
The appearance of the Stokrotka supermarkets was also modified. A new logo still relates to the daisy, however it includes several changes that are supposed to make the chain be perceived as more modern and customer-friendly. New sales floor organisation, product displays and the inclusion of ready-to-eat and pre-processed meals to the assortment are only some of the changes that will soon be implemented at all Stokrotka supermarkets. Building brand awareness under the "Zakupy jak z płatka" slogan ("Shopping made easy") will be supported by brand heroes - a family of daisies that act as store guides.
Stokrotka's management has already begun work on further dynamic growth of the chain. The key initiatives include the development and implementation of a franchise system, which will create additional opportunities for growing the number of locations operating under the Stokrotka brand. The first franchise stores are planned to be opened by the end of 2013.
Stokrotka Sp. z o.o. is a company with Polish capital and rich traditions in Polish retail. Founded in Lublin in 1994, the company operates throughout the country. The first Stokrotka supermarket was founded in Łęczna near Lublin in 1996. The chain currently consists of 203 stores.
The Stokrotka supermarkets offer a wide range of fresh products: meat, baked goods, dairy, fruits and vegetables, as well as chemicals, household cleaners and alcohol. The chain's assortment also includes products from local suppliers and own-brand items (about 350 items). The total floor space of the stores is 126 000 sqm. In 2013, the company launched its in-house logistics network, with a distribution centre in Teresin near Warsaw, and eight regional warehouses located throughout the country.
Stokrotka Sp. z o.o. is part of Emperia Group, which is coordinated by the WSE-listed Emperia Holding S.A. Stokrotka employs 6 000 people. The chain's 2012 revenue came in at PLN 1 746 000 000.