Updated. Electronics chain Expert takes the chain concept Power to Finland, In May two rebranded stores open, in Tammisto Vanda and Kaleva Tampere.
Power is Expert’s reply to the bigger Elgiganten-stores in Denmark. Originally it was a Swedish chain that Coop launched, bought and unsuccessfully rebranded by Expert to Expert Stormarknad. Last year Expert re-introduced the name in Denmark – and now in Finland. The reason was to compete with Elkjøp/Elgiganten/Gigantti for real with big size formats.
Helsingin Sanomat writes that the chain will open at least 20-30 units in Finland, some of them are rebranded Expert-stores and some are new establishments.’
The strategy is aggressive price setting – but it is overall the same concept introduced in the new Expert-stores in Finland. Digital price tags and a softer and more informative store design with touch and feel-goods are key components.
Expert’s Stockmann-stores opened last year with the concept.
“It has gone beyond our expectations”, says the Expert and Power CEO Mika Aro to Helsingin Sanomat.