“POSITRONICA”: Own Retail Network Starting up in Moscow

Since March 2006, “POSITRONICA” management company (www.positronica.ru) has opened over 170 specialized computer shops in various regions of the Russian Federation. Before December 2008, “POSITRONICA” network was developing exclusively within the franchising system, which secured its broad geographical coverage – 150 cities, 54 districts. Now the network experiences a new stage of development – starting up its own retail network.

“For almost three years, we have been actively developing retail network within franchising system”, - says Vadim Yarotsky, general manager of “POSITRONICA” network. “But even having created a smart franchising system with the single brand name and high working standards, we are not the owners of these shops and cannot determine their financial results. Since December 2008, we have started to develop our own shops. Full control over assortment, pricing, and personnel will provide new opportunities for our development. We have selected Moscow for starting up our own retail network. First, Moscow market remains to be full of prospects for many business fields, including IT retail. Second, exactly here “POSITRONICA” management company is located.”

“POSITRONICA” shops in Moscow are not similar to their regional analogues. Interior and exterior, equipment of trading hall, assortment, open display with the opportunity of connecting of compatible devices – everything has been permeated with freshness. Trading area of Moscow shops is about three hundred square meters. They are located in major trading and entertainment centers. The first shop has been opened in “RIO” (1 Bolshaya Cheriomushkinskaya str.), the second shop is to be opened in January in “RIO Grand” (junction of Moscow Ring Road and Dmitrovskoye Highway). Assortment of computer and digital equipment and appliances has been extended with definite commodity groups, such as digital TVs, home theaters, etc. About 3,000 articles are represented in each shop. Renewed image of “POSITRONICA” shops will gradually be expanded to all the network shops  – new shops will be opened according to new design projects, and existing shops will be changed gradually.

The rate of investments into Moscow shops has reached approximately 30 thousand roubles/sq.m (without commodities). All funds invested into development have been received from the company’s own sources. The management company is planning deployment of its own shops network beyond the limits of the capital. “Unlike the majority of retail networks, we are financially stable – we have no loan obligations. The network is developing as it has been planned, we did not hurry to create own retail network, and we are going to open our shops in regions as well. With that, there will be no conflicts of interests with our franchising partners”, notes Vadim Yarotsky.

Read the article published in the “Commersant” newspaper (http://www.positronica.ru/press-center/press/press-1919/