2021 was the year of changes for Reál

Lívia Jeszenszki
managing director
Reál Hungária

She told that in June 2021 Petra Kovács became Reál’s new commercial director, and back in March 2021 Edina Tóth had been named head of marketing PR and CSR.

Member companies and product supply

In January 2022 Alföld-Szeged Kft. and Z+D Kft. stopped serving as regional centres, and they sold their stakes in the Reál Group to other group members and Reál Hungária Kft. After this Alaszka Kft. and Kelet-Alfi-Ker Kft. each ended up with a 50% ownership share in Reál. Since these changes Reál stores on the Great Hungarian Plain have been supplied with products from Reál’s central warehouse in Biatorbágy, while on 4 April 2022 a new C+C store opened in the Zala region, to supply consumers, resellers and Reál’s franchise partners alike. In 2021 the number of Reál stores stagnated.

2022 has brought growth so far

Ms Jeszenszki was glad to report that Reál’s financial results were in accordance with the plans, and sales developed above the market average in numerous categories. Reál started working with a new communication agency in 2022, and this switch has proved to be successful: both shoppers and partners got to like the new characters, Árpöröly and Radar, who communicate the benefits of Reál to shoppers. The Reál website underwent a complete overhaul, and the retailer also launched new communication channels – for both franchise partners and loyal customers. Reál wishes to acquire new franchise partners in Zala, Veszprém and Vas counties, but the chain also keeps adding new products to the assortment that targets HoReCa units – for them 24-hour delivery is now also possible.

The year of rising prices

So far 2022 has been “The year of rising prices”: prices are going up like never before, and parallel to this the number of product supply problems is growing as well. In terms of sales revenue, the first quarter of 2022 was successful for Reál, but this improved performance was in a large part the result of higher consumer prices. It can be felt that the wallets of shoppers are getting thinner: they are now thinking twice before buying a certain product. In the current situation, we think it is best if we increase the proportion of purchases at group level, so that Reál stores can offer products at more competitive prices. Developing our private label product selection – and the pricing of these products – is also going to be very important in 2022. (x)