Wólczanka has a new large-format store in Wrocław

The largest store of the Wólczanka brand (VRG Group) in the Lower Silesia province has been launched in the Magnolia Park shopping center in Wrocław. The display on 125 sq m of retail space has been designed so that the consumer has the opportunity to get acquainted with the brand's full range of products. This is the first store in the region and the sixth in Poland operating in the new format. Their gradual development is part of Wólczanka's strategic evolution. The brand now offers a wide range of clothing for men and women, allowing them to build a "total look" for both work and leisure.

Wólczanka's Wrocław store in Magnolia Park is its largest retail outlet in the region. The brand has increased its space from 35 sq. m. in its previous location to 125 in its current one. The larger space serves primarily to allow customers to see, touch and try on as many items as possible from Wólczanka's rich and growing assortment - a brand that, in addition to the shirts for which it is well known, now offers a wide range of products for women and men, from comfortable formal wear to knitwear and tracksuits.

- We are very glad to invite customers from Lower Silesia to the new Wólczanka. Thanks to the modern display and large space, we can present individual products as well as entire figures attractively here. This increases the comfort of shopping and promotes well-considered decisions - says Marta Fryzowska, Vice President of the VRG Group responsible for the development of the clothing segment (VRG owns, besides Wólczanka, the Vistula and Bytom brands, as well as Deni Cler and the W.KRUK jewelry brand).

VRG has been developing a new concept of Wólczanka stores since 2021. The first such outlet launched in May 2021 at Bonarka City Center in Krakow. Here, customers could see the brand's full, expanded assortment within a much larger space than ever before. The new concept was consistently followed by stores opened in the first quarter of this year in Warsaw's Westfield Arkadia, Katowice's Silesia City Center, CH Focus in Zielona Gora and City Center in Rzeszów.

- Our retail space management strategy is strongly focused on the criterion of efficiency and sales profitability. We implement it by closing unprofitable stores, and we test new solutions and formats in new ones or those with the greatest potential. This happens in an evolutionary way, in the rhythm of lease renewals or planned openings - Marta Fryzowska highlights. - Thanks to a prudent approach to openings and careful selection of locations, we are able to achieve EBIT and profitability growth of individual stores with more or less constant retail space at the group level.

Characteristic elements of Wólczanka's new concept are separate men's and women's sections, separate areas for shirts, knitwear, outerwear and accessories, and a large screen dominating the store window, which displays the brand's current campaigns. The showroom space was designed in accordance with the latest trends, combining modernity with functionality. Finishing materials and lighting were selected from the offer of suppliers able to display appropriate "green" certificates.

The opening time of the new Wólczanka store coincides with the premiere of the brand's collection for the autumn-winter 2022/23 season. Wólczanka's latest proposals are a tribute to the classics - with a strong accent on shades of blue and navy blue, earth colors and beiges. Of course, in Wólczanka's offer customers will also find high-quality shirts, which are the brand's hallmark.

- We respond to the needs of customers who want to build an elegant autumn total look without sacrificing casualness. The strengths of this season are knitwear and denim, both in classic navy blue and in earthy colors. Its use allows for a wide range of styling possibilities. In the stores you can also see knitwear or cardigans, trainers, coats and jackets - says Marta Fryzowska.

At the end of the first half of 2022, the VRG network consisted of 539 stores, with a total area of 52 thousand sqm. Wólczanka's offer was available in a network of 110 stationary stores (11 less than a year earlier), operating on more than 4.5 thousand square meters of retail space (+3 percent year-on-year). Almost half of the brand's revenue (47.7%) is generated from online sales.