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Furniture retailer Conforama to increase its store network

spanishluxuryhomeThe expansion plan agreed by Conforama's management includes the opening of 12 new stores to boost turnover to €200 million by 2017.

One of the strategies is to take over the stores that were occupied by Moviflor, the furniture retailer which went bust due to crippling debts.

The first four new stores will open early in 2017, according to Conformama Iberia’s boss, Manuel Estevez.

Conforama is owned by the South African group Steinhoff which wants to strengthen its offer, initially in Lisbon, Aveiro, Coimbra and Almada.

Whether the company is to invest in the old Moviflor outlet in Olhão, Algarve remains undecided as the new Ikea development near Loulé continues to advance ahead of schedule and will soak up many potential Conforama customers.

Esteves commented on "increasing Conforama’s presence in Lisbon with three stores and also in the south in the Algarve” but did not mention an Algarve site to compliment the one near Guia.

Moviflor ended up in insolvency proceedings and the purchase of the brand by businessman José Manuel Reis who plans to re-launch.

Esteves said that "the ambition is to buy more Moviflor stores but this was a slow process," due to the insolvency proceedings in which Moviflor was involved, adding that he wants at least three of the old Moviflor stores as they are in prime locations and consumers recognise the sites as ones that sell furniture.

Esteves says Conforama wants to continue investing in the market and that "Portugal is very attractive and is a country where the brand has been present since 1991, with consumers who like to decorate and furnish their homes."

Now that the economy is showing the first signs of recovery, Esteves believes that the Portuguese will regain confidence and will start to buy products for their homes.

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