Germany is a handelsland with price-conscious consumers and successful discounters. But now the challenged domestic operators from an unexpected direction, Russia.
Torgservis strikes on Tuesday raised its first store in Germany, specifically in Leipzig.
What is available to download for a Russian retail giant based in the kommersens european stronghold? Perhaps money from a group of consumers who think that chain stores such as Aldi and Lidl have become for snofsiga.
the Fluorescent lighting, the food in simple boxes placed on pallets, no signs; when Aldi opened its first supermarkets for over 50 years ago, it was no frills. Selling point was simply the low price.
When the Russian operator is now making its appearance on German soil, it looks like a throwback to the 1960s. The stripped-down business premises is not unlike a warehouse. It is also established in a previous Aldibutik in the northern part of Leipzig.
Aldi and Lidl have undergone considerable formal ansiktslyftningar the last five years, and the Russian company expects of all to judge it, therefore, re-emergence of a niche in Germany for the simplest concept.
called TS-Markt, store in Leipzig has been named Mere, the same name as the Torgservis have on their branches in Romania. Mere means apples in Romanian.
the Russians actually wanted to call the store Centwelt, which would mean that the goods are so cheap to cents (the smaller myntenheten, as the euro is divided into) is enough. But then it complained about another chain, Centi.
the Plan is to continue the German expansion in the eastern part of the country.
Torgservis was founded in 2009. According to a German detaljhandelsblogg, German Retail Blog, the company uses a franchisemodell, which is unusual for discounters. The model means that each store is a separate vinstenhet.
The Russian economic crisis of 2014 was to the happiness of Torgservis, which could grow quickly as more and more russians needed to get a hold of inexpensive food. Now there are over 700 stores in Russia.
Except in Romania are Torgservis already even in Kazakhstan and China, and plans are available at a number of shops in Poland.
to the TS-Markt will be able to assert itself well in the mature German market.
the Same skepticism expresses marknadsföringsexperten Martin Fassnacht at the stockholm school of economics in Düsseldorf.
He says to the magazine Focus that, while it certainly is a potential clientele in eastern Germany, where purchasing power is lower than in western and southern Germany, but he does not believe that the establishment will become profitable because it requires more than 100 branches to a discount store to wear in Germany.
Earlier, us discounter Wal-Mart failed in Germany, as well as the French Intermarché.