“Within a very short period of time, we have adapted the business concept of KiK in Germany and developed a broad network of branches,” says Managing Director Norbert Oláh. “Despite the highly competitive market, we have been able to grow very fast, convincing our critical customers with great service, motivated employees and high-quality and attractively priced clothing.”
KiK offers a broad portfolio of reasonably priced clothes for women, men and kids. The collections comprise clothing essentials such as shirts, trousers, coats, skirts and underwear. The company regularly launches new collections according to the latest trends. The offer is completed by other non-food articles such as gifts, household textiles, accessories, toys and stationery.
“All our products are available at the lowest price possible and meet the highest quality standards,” points out Mr. Oláh, who has been working for KiK since 2009. “Our customers are very demanding in terms of the high quality of the clothes. Continuous monitoring of the quality and numerous tests make sure that the articles fulfil the high requirements. Should any quality defects be discovered despite our care and attention, we take back the articles without any discussion.”
The KiK Textilien group was founded in 1994 by Stefan Heinig, and the first branch was launched in Dusseldorf. The company has grown steadily ever since thanks to the combination of high quality and attractive prices. Today, KiK has more than 3,200 branches throughout Europe and employs over 21,000 people. Each year, about 200 further branches are added to the distribution network.
KiK textil a Non Food spol. s r.o. was founded in the Czech Republic in 2007, and the first branch was opened in Prague in March 2007. The first branch in Slovakia was opened in August 2008. The distribution network in the Czech Republic and Slovakia has expanded rapidly, and today, the group has 173 KiK stores in the Czech Republic and 68 branches in Slovakia.
“All the stores in Europe are built on the same concept,” describes the managing director. “However, in the Czech Republic, it is important to be very close to the customers and offer long opening hours. Our stores are open seven days a week, and the people appreciate that. To stay competitive in the future, KiK has developed a new store concept to present the articles in a new way with new colours and lighting.”
KiK is mainly aimed at women between 25 and 55 years of age who want good quality at a sensational price. 90% of the company’s customers are female. The marketing strategy includes advertisements in newspapers, brochures, TV spots and billboards.
Since 2012, KiK has been active in social media networks such as Facebook. Moreover, the firm focuses on direct marketing to get to know its customers and their demands. “It is a real challenge to compete in our mature market,” says Mr. Oláh. “However, our plan is to expand further and reach new customers. We can rely on a motivated and loyal staff. We work together as a team, and it is important to us to offer them opportunities for advancement.”
More than 1,000 people work for KiK in the Czech Republic while KiK Slovakia employs about 430 women and men. The head office in Prague has a staff of 30.
In the future, KiK aims to further expand its branch network. “Our goal is to have around 200 stores in the Czech Republic within the next two years,” states Mr. Oláh. “In Slovakia, we want to broaden the network up to 90 branches in the next three years. I am sure that KiK’s discount clothing business model offers a lot of future potential. The customers value the combination of high quality and reasonable prices. KiK is just the clever way to buy clothes.”