Hit Super Price

History

2021: Russian KDV launches a chain of non-food supermarkets

In mid-November 2021, it became known about the creation of a chain of non-food stores Hit Super Price. This is a project of the manufacturer of confectionery and snacks KDV, which produces products under the brands "Yashkino" and "Kirieshki."

We are talking about stores in the format of drogery, the assortment of which usually consists of cosmetics, hygiene products, household chemicals. In this format, for example, the Magnet Cosmetic network works.

KDV previously planned to establish the production of shower gels, soap, shampoos, conditioners, creams. By November 2021, the company produces and sells cleaning products and powders under the Doare brand, as well as Sansumi diapers.

Russian KDV launches a chain of non-food supermarkets

According to Kommersant, Kamelot-A LLC, which is part of the KDV group, registered the rabotavhsp.ru domain in early November 2021, where the selection of personnel for the new network began. According to information on the site, the set goes to four points in Novosibirsk and Berdsk.

General Director of Infoline Analytics Mikhail Burmistrov estimates investments in the opening of one drogery store with an area of ​ ​ up to 1 thousand square meters. m at 4-8 million rubles. According to him, this format is very complex due to the low check and traffic, and against the background of the rapid organic growth of Magnit Cosmetics, the problems are primarily experienced by regional networks, which are forced to reduce the number of points. The expert believes that KDV can develop Hit Super Price in conjunction with its Brighter! Stores, as Magnit does, in order to increase the efficiency of using individual locations. But the prospects for scaling drogery stores separately look foggy, since retailers need to offer competitive prices, which will be extremely difficult to ensure at the start without volumes, added Mikhail Burmistrov.

According to the executive director of the Association of Manufacturers of Perfumes, Cosmetics, Household Chemicals and Hygiene Pyotr Bobrovsky, Hit Super Price can gain a foothold in Siberia due to the limited presence of federal players, but it will be difficult to compete in central Russia.^[1]

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