Can you Fight Shrinkflation?
Folgers instant coffee shrunk from 51 ounces to 43.5 ounces while still advertising “up to 400 cups” of coffee per container. Breyers ice cream, like many other ice cream brands, hasn’t sold a proper half-gallon (64-ounce) container in years, but Breyers is now sold in 48-ounce containers, which is just a quart and a half (25 percent less than the original). Gatorade, which has always come in 32-ounce (1-quart) bottles, introduced a new bottle with a tapered waistline that’s only 28 ounces, for the same price, of course. General Mills shrunk its entire line of “family size” breakfast cereals and packaged them in slimmer boxes.
Having observed a post-war economic boom and the development of the American suburbs, they decided to capitalise on these phenomena to establish new business. The department store was at peak popularity, and in about 10 years, Marshalls became an off-price networking headliner in the United States with just two dozen stores. Part of the area was given away to be subleased by third-party footwear, accessories and active sport product dealers, but that division wasn’t visible to customers. They opened a self-service department store in Beverly in order to propose clothing and household products at tempting lower prices.
According to 2017 statistics, the company’s revenue was 440 mln euros. TJX Companies, showed up on the continent later than other French nationwide off-price networks: the first TK Maxx store was opened in Bristol, England, in 1994. As of 2018 the company owned over 540 department stores in Europe. In France this segment is also occupied by Mistigriff, established in 1989 and including over 30 stores. The biggest off-price retailer in Europe nowadays, TK Maxx, part of the U.S.
Nearly 340 stores of those are located in Great Britain and 26 more in Ireland 120 in Germany 40 in Poland 10 in Austria and eight more in the Netherlands. TK Maxx and HomeSense had a cumulative revenue of 4bn euros according to 2017 statistics. HomeSense, another TK Maxx brand, has also operated in the UK since 2008. As of early 2018, the European subdivision of HomeSense totalled 53 stores in Great Britain and two more opened in 2017 in department stores in Ireland. Saks OFF 5TH also claims ambitions in Europe: the company opened its first continental stores in 2017, and as of November 2018 it has seven stores in Germany and two more in the Netherlands. The company also maintains its own online store in Great Britain.
