Ceepackaging

Analysis

How global is global?

The report, entitled How Global is the Business of Retail?, maps the global footprint of 250 of the world’s top retailers, exploring the globalisation of the retail industry and scrutinising the shifting hierarchy in international retailer presence in relation to market sectors, country of origin, regional trends and other influences.

Poland’s strong representation of European retailers has secured its ranking as number 15 in the global league; along with Russia, Poland is one of only two CEE markets which made it into the top 15, with 35% of international retailers surveyed present in Poland.

The study ranks the UK as the current global leader in relation to international retailer presence, with 55% of retailers surveyed present. Spain’s position as the second-ranked market, closely trailing the UK, is an unexpected result which gives perspective to its new global significance, with 51% of retailers present.

France and Germany also performed strongly in the global ranking, achieving third and fourth positions respectively, and emerging markets including the United Arab Emirates and China also figured in the top 10. The penetration of international retailers in these emerging markets is similar to that of much more mature economies, explained by a number of domestic political, economic and retail market idiosyncrasies. The United States surprisingly registered outside the top 10, at number 11, with 39% of international retailers present in that market. CB Richard Ellis attributes this to the maturity, size and strength of its domestic retailers, which make it a market that only the strongest foreign retailers are able to break into.

The report also analysed which types or categories of retailers have the strongest international penetration, and found that luxury goods dominated international retail expansion, with almost 90% having a presence in more than 10 markets. This was markedly more than grocery, food and drink retailers, with just 60% present in 10 or more markets, and the clothing, footwear and accessories retailers of which 54% were in more than 10 markets. Speaking about the report, Peter Gold, EMEA Head of Cross Border Retail, CB Richard Ellis, said: “This is the first time that the globalisation of retail has been examined in this way, capturing real data about the expansion of international retailing. It gives retailers insights into international opportunities, trends and challenges, and raises questions about why markets behave in particular ways and attract particular retailers.”