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Date Published: 01/10/2025

KiK takes on Primark in Spain’s low-cost fashion race

The German chain has opened more than 100 stores in just three years and is winning over budget-conscious shoppers

“Get dressed from head to toe for 30 euros.” With that bold promise, German retailer KiK launched into Spain in September 2022, right in the middle of the inflation surge. Its first shop opened on Friday September 29 of that year at 5 Gonzalo Bilbao Street in Seville, and since then its growth has been nothing short of explosive.

In just three years, KiK has rolled out more than a hundred shops across the country, with strong representation in Andalucia, Madrid and Spain’s east coast.

Its outlets are typically single-level units, ranging from 500 to 1,000 square metres in size, and usually found alongside other stores with the added convenience of at least 15 parking spaces.

The business model is a familiar one in the retail world: buy big, sell small, keep costs down. Like Primark, the Irish brand it is most often compared with, KiK’s success lies in ruthless supply chain efficiency and a relentless focus on keeping prices as low as possible.

Nothing in its stores costs more than 20 euros, and family wardrobes remain its number one draw. On top of the clothing, customers can pick up home décor, toys, accessories and beauty products, broadening its appeal beyond just bargain fashion hunters.

For the company, though, it all comes down to one guiding principle. On its website, KiK highlights the meaning behind its name, which is short for the German phrase “Der Kunde ist König”. Translated, it means “The customer is king.” As the company explains, “We have successfully established this promise in twelve European countries. Our low prices are especially appreciated by families, young mothers or fathers, and price-conscious customers.”

That formula appears to be working in Spain, where KiK has swiftly cemented itself as one of the fastest-growing names in the low-cost retail market. Whether it can unseat Primark from the top spot remains to be seen, but with its rapid expansion and a clear focus on affordability, the German retailer has already shown it is serious about challenging the Irish giant on its own turf.

Image: wikicommons

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