Metrika enters the Belarus market

The Russian DIY retailer Metrika is preparing its entry into the market of the neighbouring country of Belarus, with plans to open the first one or two stores as early as the spring of 2011. The company’s strategic planning includes ten to fifteen trading properties altogether, each approx. 2 000 m² in size and located in towns with a population of 50 000 upward. Alexei Jowlew, head of the Metrika development corporation, explained that this is a logical move, since the company already has a successful presence in the neighbouring Russian-administered regions with this sales format, which it is continuing to expand as well. Since there are no big European DIY retailers in Belarus so far, and none are expected for the foreseeable future, Metrika need fear no competition for the time being; it is all the more unlikely because such companies prefer to invest in bigger cities.