Kingfisher opens first store in Russia

Kingfisher celebrated entering the Russian market with the opening on 22 February of the Castorama store in Samara, around 1 000 km south-east of Moscow. As a result of this addition, Europe's market leader now operates in eleven countries in Europe and Asia.
The new DIY store, which has a retail area of 8 500 m², offers an assortment of 35 000 products that are suitable for renovation work and the maintenance of Russian holiday homes (dachas) as well. A large area has been set aside for building materials, with the aim of attracting trade business in particular.
With opening hours from 8 am to 10 pm, the DIY store is located within the Moskowskiy Megacomplex, which comprises a shopping mall, aqua park and bowling centre.
Kingfisher carried out extensive market research in Russia prior to the opening in order to get an insight into the needs of customers there. A key demand is for advice and information to enable customers to choose the right products for the right pro-ject. Castorama regards itself as the first DIY retailer in Russia to concentrate sufficiently on this aspect of customers’ requirements. Providing such support are demonstrations on the one hand, and practical guides similar to the “how to” leaflets in B&Q stores on the other. Each department will also have an expert available to help customers with advice, not only on products but also on their installation.
Castorama has geared itself to the extremely price-oriented Russian market by providing an “everyday low price” offer. The aim is to be especially competitive in terms of entry price products. As the company says, the group’s worldwide supply network is of great help here, allowing it, for instance, to import highly competitive lighting from China alongside leading brand products that are not available in Russia, like power tools.
The supply chain offers yet another advantage. According to Kingfisher, Castorama is the only DIY retailer in Russia to operate a central distribution warehouse, which allows it to improve product availability and stock control.
The way has already been paved for future new openings in Russia. Castorama's second store will open this summer in St Petersburg, and three further outlets are scheduled for this year as well.
Castorama’s entry into the Russian DIY market means it has gained yet another protagonist from the west. Obi became established there in November 2003, when it opened two stores in Russia. Then two more stores were added in December 2005, so that…