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“In a while with you.” This is the first sentence of the website created in Greek by Mere, Russia’s third-largest supermarket chain operating in the hard discount market. It is a chain that operates almost entirely with private label (ie no brand) products and is very reminiscent of Lidl in the early years of its presence in Greece.
According to information from the Serbian press, the Russian chain is expected to open the first store in the neighboring country with the next objective in the Greek market. According to Mere on its site, the Svetofor chain is Russia’s largest discount chain, with 1,200 stores nationwide and has expanded to markets such as Germany, Poland, Romania, Latvia, Lithuania, Estonia, China, and others. “Svetofor (known in the EU as Mere) is confidently expanding to Greece, Portugal, France, the United States, the United Kingdom and other countries,” the company said in a statement.
Looking for Greek shops and suppliers
His interest in the Greek market and its possible arrival is demonstrated by the search for suitable stores in all cities of Greece with a population of more than 25,000 inhabitants and in densely populated areas as well as Greek suppliers.
The Greek website of the supermarket chain Mere
As Mere reports on his site “We offer consumers all types of food and non-food at prices between 30% and 80% lower than market prices. We work directly with producers, young and old, and we prefer Greek products. We offer vendors automatic payments each week for everything sold during the week. The cooperation is transparent and honest. There are no hidden charges or ex post discounts. The prices mentioned in the supply contract are the prices that the supplier receives in his bank account“.
The difficult Greek market
It has been exactly 12 years since the last arrival of a foreign supermarket chain to the Greek market, which coincidentally was also in the field of hard discount, where Mere is also active. It is the German Aldi that was forced to close its 38 stores two years later in 2010. Previously, in 2006, it had preceded the arrival of the also German discount chain Plus. It had opened 20 stores simultaneously on March 1, 2006, which closed in less than two years.
The Spanish DIA was also active in this market, the first of its kind to reach the Greek market, and which was eventually taken over by the Marinopoulos group. Common Denominator in Failure of Previous Efforts According to Market Executives was largely the consolidation and adaptation of Lidl in the Greek market that did not leave enough room for its competitors in this sector. Lidl today may be significantly different from the hard discount that was the first years of its arrival 20 years ago, as a significant amount of branded products can be found on its shelves, but it has almost the entire market of consumers who buy in stores of discount. food.
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