POSITRONICA, federal computer retail store chain, the joint project of the Russian IT market leading company MERLION and its dealers, is planning to have opened 700 outlets with the total sales of more than $1bn by the year 2008.
POSITRONICA, the first federal computer retailer, held its first press conference to announce the opening of its hundredth outlet in Vologda. In total there were ten new stores opened in such cities as Irkutsk, Kurgan, Lesosibirsk, Liski, Samara, Sovetsky, Tynda, Ulan-Ude, Ust-Ilimsk and Vologda on December 16th. As a result, today the chain has 105 outlets located in more than 70 Russian cities.
The press conference under the motto a Hundred POSITRONICA Outlets was attended by Merlion President, Mr Aleksei Sonk, Merlion Marketing Director, Mr Aleksei Zhuravlev, CEO of Positronica, Mr Oleg Koposov, Commercial Director of Positronica, Mr Vitaly Sviridov and Managing Director of the outlet in Ivanovo, Mr Evgeny Lepekhin.
“We had done a detailed research before we launched the retailer. The research showed that today’s consumers are ready and willing to buy top-quality hi-tech products in the stores of a new format with a wide variety of IT products and efficient service. The consolidation of MERLION resources and capabilities of the company’s partners in regional Russia made it possible for us to implement the project on a federal scale. The consolidation opened the doors of the first federal computer retailer. I’m sure this strong federal brand will boost our partners’ position in the regional markets, as well as offer MERLION new opportunities for business growth,” said Mr Zhuravlev in his interview about the background to the launch of the federal computer retailer.
Mr Sviridov gave a detailed presentation on POSITRONICA, its competitive strengths, achievements of the start-up year and development strategies for 2007:
“The first year proved the success of the chosen format. Our strategy for the further development of the retailer is to focus on Russian regional markets. In 2007, the retailer will reach another stage in its development – a rapid growth and geography expansion. One of the priorities in 2007 is to enhance the management of franchise stores. To do it effectively we are going to focus on common management and retail technologies”.
In the press conference POSITRONICA announced its preliminary results of 2006. By the end of December, the retail chain will have 130 outlets in 101 Russian cities increasing the total sales area to 247,570 sq ft.
In 2007, POSITRONICA plans to expand to 400 outlets in 200 cities of Russia with the total sales area of 861,113 sq ft.
In late 2008, the retailer is expected to reach its full capacity. There will be 700 outlets in all 87 Russian regions covering 450 cities. The total sales will grow to $1bn a year.
Answering one of those numerous questions in the press conference, Mr Sviridov said:
'We expect that the money we invested in POSITRONICA will have paid off by the time the retailer reaches its full capacity”.
Find out more about the presentation A Hundred POSITRONICA Outlets
| The POSITRONICA project is developed by MERLION, the leading Russian distributor of IT and digital products. Stores are set up under a franchise agreement with company’s dealers. The product range includes more than 20,000 computer and digital products. |
