Casa's bankruptcy means the end of another well-known interior design chain on the high street. While Casa could not keep its head above water, Danish competitor Jysk is actually growing like crazy. Why is it that one formula disappears while the other continues to expand? According to retail experts, a clear brand strategy, a strong online presence and innovation play a crucial role in this.
According to marketing professor Els Breugelmans (KU Leuven), surveyed by VRT NWS, Casa has struggled to stand out in recent years. 'Retail chains in the middle segment are struggling. They are not cheap enough to appeal to price-conscious consumers, but also lack the exclusivity and luxury to position themselves at the top end of the market.' This unclear image has ultimately played tricks on Casa.
In addition, changing competition has played a role. Whereas Casa was still successful in the 1980s and 1990s, the retail market has now changed significantly. 'Competition today is global. Consumers compare prices and products online and increasingly choose cheaper alternatives or second-hand options.'
E-commerce
Another major factor in Casa's bankruptcy is the lag in e-commerce. 'Casa started selling online too late and did not have a strong digital strategy. In the furniture and interior design sector, on the contrary, we see that a webshop is essential, even for physical shops,' says Breugelmans.
After all, a webshop functions not only as a sales channel, but also as a shop window. Customers orientate themselves online before visiting a physical shop. 'They decide in advance which shops are worthwhile and which products they want to check out. So without a strong online presence, you miss out on a lot of potential customers.'
Clear identity
Unlike Casa, Jysk does have a clear concept and a strong strategy. 'Jysk offers low-price but high-quality products and benefits from the popularity of Scandinavian design,' says Breugelmans. 'In addition, the brand has constantly innovated and has had a full-fledged webshop for years.'
The importance of online and offline synergy is something Jysk understands well. The chain recently announced plans to double the number of shops in Belgium, from 65 to 125 branches. 'Because Jysk has a strong presence online as well as physically, the two sales channels reinforce each other. A physical shop inspires trust, while the online presence helps customers in their purchase decision.'
The lesson for the interior design industry
Casa's failure shows how important it is as a retailer to keep up with changing consumer behaviour. A clear brand identity, a well-thought-out pricing strategy and a strong online presence are no longer optional, but essential to survive.
According to insiders, Jysk proves that a combination of low prices, quality and digitalisation can be a successful formula. For interior shops that want to keep growing, the key is to innovate in time and seamlessly integrate both online and offline.
Source: VRT NWS
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