PENNY Romania targets 1,000 stores and EUR 3 billion in investments by 2035

PENNY Romania ended 2024 with a turnover of over RON 9.4 billion, marking a 13.47% increase year-over-year. Investments of more than RON 868 million (equivalent to over EUR 177 million) were directed toward expanding and modernizing the store network—reaching the 400-store milestone—and initiating construction on the fifth logistics center in Mihailesti.   The company’s strategic plan includes EUR 3 billion in investments over the next 10 years, aiming to scale up to 1,000 stores and further strengthen logistics capabilities. In 2025 alone, 40 new store openings are planned, along with the completion of the new logistics hub in Giurgiu County.   In the press conference marking the new milestone, PENNY announced that currently reaches about 40% of its potential customer base, leaving substantial room for future growth. CEO Daniel Gross emphasized that approximately 60% of Romania remains uncovered, based on a national segmentation into 520,000 population cells used to determine expansion feasibility. The retailer targets towns with at least 15,000 inhabitants, where even a handful of new hires can strengthen community employment.   Despite significant presence in medium and large cities, some areas—especially parts of Bucharest—remain underrepresented. PENNY estimates that over 380 underserved localities in Romania could support new store locations, underlining the retailer’s belief that it is “not even halfway” to its maximum potential. PENNY continues to enhance the customer journey by integrating green technologies, including CO2-based refrigeration and electric vehicle charging stations. With 112 self-checkout kiosks already deployed, the retailer is catering to customers seeking speed and convenience.   In 2024, PENNY opened its first autonomous store worldwide, located on Iuliu Maniu Boulevard in Bucharest. The concept generated strong traction, attracting around 7,000 customers per week. The autonomous format—situated close to student campuses and office hubs—caters to impulse and immediate consumption purchases, with smaller portion sizes and high convenience-product turnover. Although basket sizes are slightly lower than in standard PENNY stores, customer frequency is notably higher. This successful pilot offers valuable insights into future urban and digital retail models.   In line with its 3RO initiative (products made in Romania, with Romanian ingredients, and processed domestically), 87% of PENNY’s suppliers are Romanian companies, and 68% of total turnover comes from locally manufactured products. The 3RO range accounts for 53% of PENNY Romania’s total sales.   However, the path to onboarding Romanian suppliers isn’t quick. The vetting and integration process is thorough, involving multiple audits, site visits, and compliance checks. As Gross noted, “I wish it took less time, but it’s a complex process. We want quality, traceability, and value to remain in the country.”   Supporting Romanian suppliers also includes education and market access. PENNY works closely with small and medium-sized producers to emphasize consumer expectations on consistency, availability, and value. The company sees itself as sharing the same customer base with its suppliers and actively encourages Romanian products to meet both price and quality expectations.   Responding to shifting family structures and lifestyle trends, PENNY is monitoring the evolution of convenience formats and smaller household consumption patterns. Although the chain remains focused on its proven 850 m² store format with around 35 parking spaces, it acknowledges that larger cities may require atypical urban retail locations. Nevertheless, these will remain exceptions to the core expansion strategy.   Consumer preferences are leaning toward more frequent trips, smaller quantities, and instant-consumption items—a trend reflected in both the autonomous store data and product assortment strategies.   In 2024, PENNY’s workforce exceeded 8,000 employees, with 90 team members celebrating 20 years in the company and another 196 reaching 10-year milestones. The company was again named a Top Employer in Romania, marking its fourth consecutive year with this certification. Employees benefited from over 70,000 hours of training, reinforcing PENNY’s commitment to development and long-term retention.   PENNY strengthened its strategic partnership with the Romanian Football Federation, launching fan-centric campaigns during EURO 2024 qualifiers. Tens of thousands of supporters wore the iconic yellow jersey from the “Hai, Romania, la PENNY!” loyalty campaign, and PENNY co-produced the documentary “In the Heart of the National Team – From the Locker Room to Germany.” Through the Liga Punctelor PENNY campaign (2nd edition), the retailer supported 1,100+ junior sports clubs, distributing over 45,000 pieces of sports equipment nationwide.   Through partnerships with Habitat for Humanity Romania, World Vision, and FBAR, PENNY supports community development projects. Notably, its partnership with the Romanian Food Banks Federation led to the collection of over 3,000 tons of food from 276 PENNY stores—over 30% of the national total—which were redistributed to 800+ charitable organizations, supporting 290,000+ vulnerable individuals.