Competition to Rossmann: a new perfumery chain opened in Hungary!

Great news has arrived for those who love body care items. A new Czech perfumery chain, named Pilulka, has recently opened in Hungary. However, searching for their shops is futile as they solely operate online. As Christmas is slowly approaching, this might be the perfect place for many to buy gifts. How well the new chain will compete with the already existing franchises is yet to be seen.

The perfumery chain that suddenly appeared on the Hungarian market can be reached only from their website Pilulka.hu. The new chain opened in the country in October — reports Portfolio.hu. In Hungary, the company operates in an unusual hybrid way, which is tested for the first time. This means that the Slovakian affiliate’s infrastructure provides goods for the Hungarian branch, while there is a separate marketing, commercial and customer service department based in the country. If everything goes as planned, a new Austrian branch with a similar model will open too in the following weeks.

Pilulka

In 2013, Petr and Martin Kasa founded the medicine retail tech company. In the beginning, the company operated in Czechia and Slovakia, while in 2018 they opened a Romanian branch. This was the first e-commerce company that was listed on the Czech stock exchange in 2020. By the start of this year, the value of the company has increased fourfold since its inception. Nowadays, every tenth Czech household uses Pilulka.

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On the website, customers can find everything that is needed for a healthy lifestyle. Alongside the webshop, people can use the company’s own application to complete their orders both on Android and IOS. Soon a new “on-demand” feature will be added too, so customers can select the time period in which they would like to receive the ordered items. Among many well-known brands, Pilulka wants to increase the sales of its own brands that are already available in Czechia, Slovakia and Romania.

Competition

The Hungarian perfumery market is ruled by three companies: Drogerie Markt, Rossmann and Müller. However, Pilulka is the first webshop that will be available from mobile applications too according to Penzcentrum.hu. E-commerce had seen large growth during the Covid pandemic all around the world. Drogerie Markt is currently the largest in the market, having the most shops and the largest net income, but Rossmann is not far behind. There is ongoing competition between the two largest companies which is visible from their published data. As there is no available information about the performance of Pilulka yet, it is not possible to know or predict how good their chances are. But it is clear that the new e-shop will not have an easy job breaking into the market.

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Source: Portfolio.hu, Penzcentrum.hu