Kiabi seeks growth in new markets

French fashion retailer Kiabi broke records in terms of both sales and profits last year. As the market is now “really crowded”, the company is looking for other fertile grounds – both geographically and otherwise.

“The world is changing, we are transforming”

As its sales grew 5 % to 2.3 billion euros, Kiabi has set another new record. Profits also rose further, but the French company did not release precise figures on that. The growth mainly came through expansion: Kiabi entered five new markets last year, including Egypt, Jordan and Kuwait.

On its French home market, Kiabi opened five shops last year and four new locations are already planned for this year. The aim is to open another twenty in the next three years, focusing on smaller franchise shops and on diversification. At the end of last year, the retailer started both second-hand concept ‘Beebs by Kiabi’ and interior design brand Kiabi Home. “From a fashion retailer, we are evolving into a platform for families”, the retailer told our RetailDetail editor during a visit to its brand-new headquarters – with a store to trial new projects – near Lille, France.

Expansion continues as usual this year, to five new countries – again through franchise. Kiabi is also launching a new customer app, which aims to be a “true omnichannel tool” – it will also allow customers to see the stock in their nearest store. For Belgium, where sales grew by 24 % in 2024, the chain plans to open three new stores this year. It also wants to launch a renewed loyalty programme, which in addition to discounts also lets customers save for experiences and services such as babysitting.