CCC Group is expanding its presence in Romania with the ShockPrice brand, dedicated to selling branded products at reduced prices.

CCC Group, an important retailer of footwear and fashion in Central and Eastern Europe, is expanding its operations in Romania by launching the ShockPrice brand, a new off-price store concept.

The first store will open in Agora Arad, and recruitment for the management team has already begun. ShockPrice will offer branded products at significantly reduced prices, coming from previous collections or production surpluses. Unlike HalfPrice, which focuses on premium brands, ShockPrice will pursue an aggressive pricing strategy and a rapid turnover of stock. The company intends to open 100 off-price stores annually, with 20% of them under the ShockPrice brand.

This expansion comes in the context where HalfPrice has achieved the best results in the Romanian market, with a 60% increase in sales. CCC Group thus strengthens its position in the local market, targeting consumers looking for quality products at affordable prices.