"I expect no less than a "Wow" affect," Kika CEO Paul Koch told "Globes" at the opening of the furniture and housewares chain's first store in Israel today.
The retailer offered opening gifts to the first 100 shoppers to enter the store at the opening at 10 am. However, the real test will come in a few months, by which time it will be seen whether Israelis really need another international furniture and housewares chain, especially a chain whose prices are not necessarily cheaper or affordable for everyone.
"Globes": Israel has design centers, outlets, a surfeit of furniture stores, and IKEA Israel. What can Kika offer the market?
Koch: "When we came to study the market, we saw a lot of potential. The current customer choice does not cover the full market range. Our concept is a one-stop-shop, from the kitchen to the nursery, for every pocket and in every design. With such a large number of items, we have something for everyone. We may not carry Versace, but I think that we can suit 80% of the market."
Which comparison with IKEA do you hate the most?
"There is no question here for me. People will learn to distinguish and will know what they're coming here for. Obviously, for every candle they sell, we want to sell more, but we don’t focus on the comparison. We chose our site even before the competitor's store burned down, so we certainly don’t see it as a threat."
Published by Globes [online], Israel business news - www.globes-online.com - on September 6, 2011
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