International brands often begin European planning with Germany, France or the United Kingdom. These markets are important, but they are not always the most efficient place to prove a new European model.
A meaningful but misunderstood region
Central and Eastern Europe includes substantial consumer markets, sophisticated retail and strong e-commerce. At the same time, local structures differ significantly from country to country.
Potential advantages
Depending on category, CEE can offer accessible decision-makers, capable regional partners and a lower-cost environment for learning before a wider European scale-up.
The main mistake
CEE should not be managed as one homogeneous territory. Poland, Czechia, Romania, Hungary and the Baltic markets require different channel and pricing decisions.