A number of Greek furniture retailers are following closely in the footsteps of their Swedish-based rival IKEA, responding to demand from consumers for one-stop shopping when it comes to homeware items. In recent years SATO has been investing in its Entos chain by boosting the network’s size and franchising new outlets across Greece. Today the Entos network numbers 23 branches, of which eight are company-owned. Neoset is also adopting a similiar strategy. The chain is reorganizing its network, closing lossmaking outlets and giving priority to larger branches that offer consumers a greater array of prices and products.