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Poland's Pepco won't raise prices because margins are driven by efficiency, says executive

The finance director of 'its main brand' said that Pepco, a European discount retailer, does not intend to increase prices in order to boost margins. Instead, it will rely on increased efficiency due to the lowered consumer sentiment. Pepco has a strategy centered around its name brand, after selling Poundland to Britain last year. This was done in order to simplify the group and focus on their higher-margin continental European operations.

Hugo van Santen said in an interview that "our model is not to raise prices." "We want margins to improve while we are price leaders."

Van Santen stated that the?Warsaw listed group will rely on its scale benefits, new stores, logistic improvements, and vertically integrated sourcing in Asia, to maintain its price leadership. Pepco's focus of low-cost essentials has helped it report a 4.3% increase in revenue in its first fiscal quarter that ended in December.

Van Santen stated that the company is strengthening its position on the discount market, against competitors such as LPP's Sinsay. This is due to a dense network stores in smaller towns.

The company plans to expand into North Macedonia this year. It currently 'opens five new stores per week. The company is also hoping to take advantage of its expansion into Western Europe, after its model was successful in Spain Portugal and Italy. (Reporting and editing by Milla Nissi-Prussak, Marta Maciag)

(source: Reuters)