It is crowded in the workshop for product manufacturers – Newspaper Kommersant No. 45 (7490) of 03/17/2023
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Food manufacturers have again become interested in the development of their retail. The opening of branded stores in Moscow and St. Petersburg was planned by the large cheese producer Kabosh Group of Companies, and Slavyanka, Alenka, Myasnitsky Ryad and other chains are looking for space for new outlets. Renting premises in such formats can be more expensive than the market average, and few players manage to generate stable traffic.
A major cheese producer, Kabosh Group, plans to launch branded stores, including in Moscow and St. Petersburg. This follows from the vacancy for the head of the retail network, published by Kabosh on HeadHunter in March. The general director and owner of the group, Dmitry Matveev, said that this year it is planned to open five stores with an area of up to 50 square meters. m in the sleeping areas of Moscow and St. Petersburg. According to him, the assortment will include cheeses and vegetables, and in the future – pastries. He did not disclose investments in the project.
According to the results of 2021, the Pskov GC Kabosh ranked 18th among the largest cheese producers in the Russian Federation, having produced 6.1 thousand tons of products, follows from the rating of Milknews, Soyuzmolok and Streda Consulting. He also manages a greenhouse complex, a land bank of 60,000 hectares.
According to Dmitry Matveev, own retail will allow the group to present a wider range of products than that supplied to large retail chains. Federal retailers are now actively increasing the share of their own brands (PL), which reduces the opportunities for manufacturers with their own brands, he points out. According to the Association of Retail Companies (includes X5 Group, Magnit, Lenta, etc.), in 2022, the average share of private labels in sales of the largest grocery chains grew by more than 5 percentage points, up to 20% of revenue year-on-year .
Mikhail Burmistrov, General Director of Infoline-Analytics, says that for large food producers, creating their own retail, among other things, allows them to better understand the preferences of customers and test new products. Irina Kozina, director of street retail at NF Group, notes that at the first stage, Kabosh probably wants to increase awareness of the flagship brand by opening stores. According to her, today there is a request from grocery chains already created by manufacturers to search for premises. Among them, the expert names the chains of confectionery shops Slavyanka, Alenka (part of the United Confectioners), points of the Ladoga alcohol company, Ramensky Delicacy, Myasnitsky Ryad stores.
Anna Lapchenko, head of the NF Group retail real estate department in St. Petersburg, says that the area of such highly specialized stores in most cases does not exceed 100 square meters. m and such points open mainly in densely populated residential areas. Rental rates for stores of such formats are higher than the average for the market, so in some cases, landlords are ready to release even the sites that have already been commissioned, adds CEO Ricci | Blackstone Evgeny Kuzmin. According to him, due to the small area, product manufacturers can afford to place them in good locations.
Mikhail Burmistrov warns that not all highly specialized chains manage to form a sufficient flow of customers in their stores. Strong chains operate in the segment of alcohol stores, pubs, butchers, bakeries and confectionery stores, and there are only a few successful chains of dairy products stores, he says. Although, the expert notes, with effective work, the dairy category can be the basis for creating a full-fledged convenience store. The situation in the street retail segment does not make it easier for new players to enter. Irina Burenko, commercial director of R4S Group, says that rental rates are rising, and the demand for attractive premises is very high.
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