4f corrects the development strategy
The achieved financial results force 4f to revise its development plans.
For 20 years, the 4f brand has been operating on the Polish market, offering sportswear and accessories. It has gained a lot of popularity over the years. It is considered one of the most popular stores with the same assortment. In addition, it expands its recognition through constant cooperation with many sports clubs and the Olympic committee. It is known not only on the domestic market, but also abroad through stores located in the Czech Republic, Romania, Slovakia and Latvia. It owes its current activity to the implementation of a large-scale development strategy. Currently, however, the forecasts made for the coming years are very cautious. This is prompted by reports informing about the achieved financial results. And although you can see a nearly 30% increase in revenues, profitability drops by several percentage points. This necessitates the revision of existing development plans. So the focus has shifted. Thus, the establishment of stores in Estonia and Croatia and the development of the existing base in Ukraine were postponed. However, contacts with representatives of Asian markets were initiated and the emphasis on development in the existing partner countries was increased. In Romania, the 4f brand has just become a partner of a popular Romanian gym chain. It also continues to undertake activities to develop the e-commerce channel. On the other hand, on the domestic market, which is responsible for 80% of the total business, the opening of own new locations and employment were limited. However, no steps are taken to reduce the sponsorship activity.