{"id":93764,"date":"2024-02-28T14:47:47","date_gmt":"2024-02-28T13:47:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=93764"},"modified":"2024-02-29T09:39:50","modified_gmt":"2024-02-29T08:39:50","slug":"analyse-wat-zit-er-achter-de-comeback-van-mere-als-myprice","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/analyse-wat-zit-er-achter-de-comeback-van-mere-als-myprice\/","title":{"rendered":"[Analyse] Wat zit er achter de comeback van Mere als MyPrice?"},"content":{"rendered":"\n<p><strong>Svetofor<\/strong>, <strong>Mere<\/strong>, <strong>MyPrice<\/strong>: drie namen, \u00e9\u00e9n concept. Vanuit Siberi\u00eb bouwen twee discrete broers met wisselend succes aan een Europese \u2018superdiscounter\u2019. Wat is hun werkwijze, en vanwaar de geheimzinnigheid?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Russisch moederbedrijf<\/h2>\n\n\n\n<p>\u201cMyPrice is de grootste keten in het discounterformaat op de Oost-Europese markt. We zijn actief in meer dan 10 Europese landen\u201d: zo presenteert de tot nu toe volstrekt onbekende foodretailer zich op zijn website. De koopjesketen <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/mere-keert-terug-als-myprice\/\" target=\"_blank\" rel=\"noopener\">opende recent zijn eerste drie winkels in Belgi\u00eb<\/a> (in Boom, Boussu en Opwijk) en kondigt ook elders expansie aan: acht of negen supermarkten in de Duitse deelstaat Noordrijn-Westfalen, bijvoorbeeld.&nbsp;<\/p>\n\n\n\n<p>Dat we nooit eerder van MyPrice hoorden, is eenvoudig te verklaren: het is simpelweg de nieuwe naam waarmee Mere zijn Europese expansie hoopt door te zetten <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/doek-valt-toch-al-over-mere-in-opwijk\/\" target=\"_blank\" rel=\"noopener\">na de roemloze aftocht in 2022<\/a>. Mere is intussen w\u00e9l een bekende naam, actief in heel wat (Oost-)Europese landen. Minder bekend bij ons is het Russische moederbedrijf, Svetofor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Succesformule<\/h2>\n\n\n\n<p>Svetofor (Russisch voor \u201cverkeerslicht\u201d) werd in&nbsp;2009 in de Oost-Siberische stad Krasnojarsk opgericht door de discrete broers Sergej and Andrej Schneider. Over hen is weinig bekend: ze gaven nog nooit een interview. Hun bedrijf werd snel een succesformule: intussen zit de keten <a href=\"https:\/\/en.thebell.io\/how-russias-most-mysterious-retailer-is-building-its-business-in-the-west\/\" target=\"_blank\" rel=\"noopener\">in de top vijf van de grootste Russische foodretailers<\/a>, weet de onafhankelijke Russische nieuwswebsite The Bell. In&nbsp;2022 bedroeg de omzet meer dan 400&nbsp;miljard roebel (5,5&nbsp;miljard euro tegen de toenmalige wisselkoers).<\/p>\n\n\n\n<p>Het winkelconcept is eenvoudig: een wisselend aanbod van onbekende merken uitgestald op paletten en in koelkamers in kale hallen zonder enige decoratie, tegen prijzen die 20&nbsp;tot&nbsp;30% lager liggen dan die van andere discountketens. De winkels draaien op een beperkt personeelsbestand, de keten verkiest goedkope locaties buiten de steden. In marketing investeert de retailer niet. Alles om de kosten \u2013 en dus ook de verkoopprijzen \u2013 te drukken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Europese expansie<\/h2>\n\n\n\n<p>Internationale expansie volgde, eerst naar de buurlanden: in Wit-Rusland heeft Svetofor al bijna 200&nbsp;winkels, in Kazachstan minstens&nbsp;50, in Oezbekistan een handvol. Onder de naam Mere <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/russian-discounter-tackles-aldi-and-lidl\/\" target=\"_blank\" rel=\"noopener\">begon het bedrijf in&nbsp;2017 aan een Europese expansie<\/a>. Intussen heeft de keten een honderdtal winkels in landen als Litouwen, Roemeni\u00eb, Servi\u00eb, Slovakije en Tsjechi\u00eb.<\/p>\n\n\n\n<p>In de periode 2020-22 deed Mere verdere expansiepogingen in West-Europese landen: er openden enkele winkels in Belgi\u00eb, Duitsland, Frankrijk, Oostenrijk, Spanje en het Verenigd Koninkrijk, maar die plannen moest de keten al snel opgeven. De winkels bleken geen commercieel succes, de oorlog in Oekra\u00efne deed het Russische imago geen deugd en veroorzaakte bovendien bevoorradingsproblemen. Banken wilden het bedrijf niet langer financieren.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Afkomst verbergen<\/h2>\n\n\n\n<p>Dat de keten het nu onder een andere naam opnieuw probeert, wijst op pogingen om de Russische afkomst van het bedrijf te verdoezelen. Russische producten kan de keten wegens de oorlogssancties niet langer verkopen. De discounter bevoorraadt zich nu vooral in Oost-Europese landen. In plaats van Russen, werft de retailer nu bij voorkeur Oekra\u00efners aan \u2013 ook de vacatures in Belgi\u00eb vragen dat kandidaten vloeiend Russisch spreken. Voor betalingen en financiering zou de keten nu vaker gebruik maken van cryptomunten.<\/p>\n\n\n\n<p>De Russische wortels helemaal verdoezelen is moeilijk: Lightkommerz, de Belgische vennootschap achter Mere \u2013 en nu MyPrice \u2013 werd in oktober&nbsp;2020 opgericht door ene Dmitri Nestjorov, een Rus met domicilie in Moskou \u2013 maar ook met een adres in Antwerpen, zo blijkt uit publicaties in het Staatsblad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Verstoorde aanvoerketens<\/h2>\n\n\n\n<p>Tot nu toe werden de activiteiten van Mere\/MyPrice niet getroffen door Europese sancties. De broers achter het bedrijf staan naar verluidt ook niet bekend als grote Poetin-supporters. Maar de vraag is in hoeverre eigenaren van winkelpanden, leveranciers, banken en consumenten in West-Europa vandaag bereid zijn om in zee te gaan met een overduidelijk Russisch bedrijf, gezien de oorlog in Oekra\u00efne.<\/p>\n\n\n\n<p>Bovendien kan men zich fundamentele vragen stellen over het businessmodel, dat minstens voor een deel gebaseerd is op de verkoop van restpartijen. Overschotten, dus. In de huidige economie, met zijn door uiteenlopende factoren fel verstoorde aanvoerketens, zijn die er nauwelijks: schaarste is het nieuwe normaal. Dat doet twijfels rijzen over het potentieel van MyPrice.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Svetofor, Mere, MyPrice: drie namen, \u00e9\u00e9n concept. Vanuit Siberi\u00eb bouwen twee discrete broers met wisselend succes aan een Europese \u2018superdiscounter\u2019. Wat is hun werkwijze, en vanwaar de geheimzinnigheid? <\/p>\n","protected":false},"author":3,"featured_media":93243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[568,1415],"topic":[275],"region":[],"class_list":["post-93764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-mere","company-myprice","topic-analyse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] Wat zit er achter de comeback van Mere als MyPrice? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Svetofor, Mere, MyPrice: vanuit Siberi\u00eb bouwen twee discrete broers met wisselend succes aan een 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