Central and Eastern Europe (CEE), encompassing the six growing economies of Romania, Bulgaria, the Czech Republic, Hungary, Poland, and Slovakia, presents an increasingly promising environment for major international brands, including luxury, with significant potential for expansion and profit margins. According to Colliers’ recent report ”Luxury Retail Brands in CEE,” most exclusive brands in the Romanian market are present through multi-brand or mono-brand stores operated in a franchise system. The report analyzes 179 brands present in the region and categorizes them into ultimate and aspirational luxury, affordable luxury, and premium brands.
The largest share of these brands in the CEE region is found in the Czech market, where they are present either directly through their own stores or through franchise partnerships, followed by the Polish market. In Romania, exclusive brands primarily enter the market through multi-brand stores, whereas in the Czech Republic, most are represented by their own stores. Significant investment, mainly from the private sector, is beginning to transform buildings and areas across Bucharest, according to Colliers consultants, which explained that the city’s strong economic profile has encouraged the growth of a substantial middle class.
The Romanian capital also boasts one of the highest densities of high-income earners in the EU, comparable to Helsinki and London, which has contributed to the development of a vibrant network of high-.