25 January 2004
"Defying the Categories"
The right concept means big money in Russian retail today. The Nizhny Novogorod-based Myasnov Company didn’t want to be like the rest and created a new format in the retail grocery trade.
Nizhny Novogorod is Russia’s number four city—after Moscow, St. Petersburg, and Ekaterinburg—in terms of retail chains. Today, Nizhny Novogorod’s retail grocery market, according to the words of one local chain retailer, is a “business of total, mad competition.” The industry is experiencing a dramatic rise in the number of retailers, but there are almost no improvements in brand name establishment or management techniques. The hope that these would finally come was intimately connected to the arrival of foreign or Moscow chains on the Nizhny scene. The Nizhny Novogorod-based Myasnov, however, demonstrated that Moscow companies aren’t the only ones with big ideas. The company began to offer consumers a completely new retail format, a chain of small (50-60 m2) stores specializing in meat products.
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