HalfPrice is just the beginning. The owner of CCC is preparing an even cheaper format

The HalfPrice chain, which has been operating for five years, remains the fastest-growing retail format of the Modivo group, previously operating as CCC. At the end of April 2026, the brand already had 231 stores, which is 72 more than a year earlier. In the last fiscal quarter, covering the period from February to April, the chain’s revenues increased by 35% year-on-year. and reached the level of PLN 600 million. Comparable sales increased by 6%.

At the same time, the share of licensed products in the offer increased by 7 percentage points to 29%. HalfPrice’s adjusted EBITDA improved by 31%. and amounted to PLN 83 million, although the margin decreased from 14.4 to 13.8 percent.

ShockPrice is expected to be even cheaper than HalfPrice

Modivo announced that it is preparing a new retail concept called ShockPrice. The company describes it as a cheaper version of HalfPrice. The stores are to appear primarily in smaller towns, and their offer will be based on the lowest possible prices of clothing and footwear products.

The president and main shareholder of Modivo, Dariusz Miłek, emphasized that HalfPrice is aimed at customers of large cities and shopping malls, operating alongside brands such as Zara, Zalando, IKEA and H&M. ShockPrice is to operate in the vicinity of small retail parks and discount stores, reaching customers visiting, among others, Pepco, Primark, Sinsay and New Yorker.

ShockPrice is designed to attract people only with its price

In the presentation, the company indicated that as much as 60 percent When shopping, customers are guided primarily by price. Dariusz Miłek pointed out that for this group the most important thing is to buy even cheaper products, such as socks, T-shirts or sports shoes.

The marketing of the new chain is also to be focused solely on prices. As announced by the head of Modivo, ShockPrice advertisements will not highlight brands or the fashionable nature of products. The most important element of communication is to be the “best price”.

The inspiration for the new project are American retail chains operating in the off-price model. According to Miłek, this format also has great potential on the Polish market.

Modivo will open 20 ShockPrice stores

The first ShockPrice store is scheduled to open on August 21 in Wałbrzych. This year, the group plans to launch 100 new branches in the off-price segment, of which 20 will operate under the new brand and 80 as HalfPrice.

Dariusz Miłek admitted that a few years ago the company had already tried a similar model and opened 10 stores, but the project turned out to be premature. The problem at that time was too small a product range and inappropriate area of ​​the outlets.

According to current assumptions, ShockPrice stores are to have from 1,200 to even 2,500 square meters, depending on the location and size of the retail park. The company does not plan to replace existing HalfPrice stores with them. As the president of Modivo emphasized, all branches of this chain remain very profitable, and the weakest store achieved a profit of PLN 1 million.

At the same time, the group is developing zones with premium brands in some HalfPrice stores, especially in large cities and the largest shopping malls. Dariusz Miłek noted that the company is convinced of the off-price model and wants to become the “king of off-price”.