Svetofor Russian retailer enters the Romanian market | Progresiv

Svetofor, one of Russia's largest hard-discount stores, enters the Romanian market and is set to open the first two locations in early September under the "Mere" brand.

Founded in 2009, the Svetofor chain counts over 800 stores located in Russia, Kazakhstan, Belarus and China, and is currently planning to start working in the EU countries under the name of "Mere". The short list of countries where the company wants to open new stores includes Romania, Germany, Azerbaijan and Poland, with a total of 250 new locations planned.

In Romania, the company already has about 50 employees and chose to open the first two stores in Snagov and Brasov, the inauguration being scheduled for early September, confirmed for Progresiv Daniel Vasile,  Purchasing Manager Mere.

"If things are going to evolve as planned, we intend to open 16 units by the end of the year. We look at more areas in Romania and open where we see potential. Romania was chosen because the retail market here resembles that of Russia in terms of consumer habits and purchasing power", said Daniel Vasile.

The first stores will have an area of between 800 and 1,200 square meters and a number of 20 employees per unit. The assortment will consist of 70% of food and 30% non-food, of local origin. The retailer will target mainly customers with small and medium-sized income.