Source: | Monday, 24.07.2017.| 13:21
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Wycon decorative cosmetics arrive to Serbia – BJN plans to expand franchise in the region

(Photo: Agnes Kantaruk/
Serbia has recently got its first store of the Italian decorative cosmetics brand Wycon, by opening a franchise at 32 Kneza Mihaila Street in Belgrade.

Although a relatively young brand, created in 2009, Wycon already has 250 stores globally, and the company BJN has received the franchise in Serbia. This company is also a franchisee of the fashion brand Tudors.

– Compared to the competition, I believe Wycon has the best price/quality ratio, and the quality, as far as this brand is concerned, is undoubted and very important in this field. At the end of the day, cosmetics are applied to the face and there's no compromise there. These are, then, high-quality decorative cosmetics affordable to everyone. The average price of an item is around EUR 7 – Bojan Mitic, director of BJN, explains why he decided to take this franchise.

Wycon is a carefully designed concept with clear goals and visions. Numerous details contribute to the special experience the store provides, and the quality is visible each step of the way – from the products to the interior.

It's interesting that the same music is played in all Wycon stores in the world. Large monitors are installed inside the store, showing video content, but also allowing customers to test what a certain piece of make-up looks like on their face.

Expanding the network

BJN has received general approval for spreading the franchise network to the entire region. This practically means that, as Mitic explains, if they make good results in Serbia, they will get a green light for other markets as well.

According to him, there's room in Serbia, Croatia and Slovenia for opening at least ten stores each, whereas Bosnia and Herzegovina, Macedonia and Montenegro can each accommodate at least five stores.

– We took this franchise with a long-term plan of opening at least 35 stores in the region. We don't plan to give single unit franchises, but if someone comes up with a perfect location, such as one's own outlet in the Ilica Street in Zagreb or in Stradun in Dubrovnik, I believe we could negotiate with the provider to give this partner a single unit franchise – Mitic says.
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