DETSKY MIR OPENED THE FIRST STORE IN BELARUS

15 February 2019. Moscow, Russia. Minsk, Belarus – Detsky Mir Group (MOEX: DSKY), Russia’s largest specialized children’s goods retailer announces the opening of the first store in Belarus.                              

The chain’s first store in Minsk with an area of 1,690 sq m opened in the city’s biggest shopping mall Matrix at 2 Montazhnikov St.

Detsky Mir Group began its development in the Republic of Belarus under the Detmir brand.  The new brand corresponds to the website’s domain name (detmir.ru in Russia and detmir.by in Belarus) and is based on the principles of the omni-channel business strategy and modern trends to simplify and abbreviate traditional names.

The Detmir chain in Belarus offers a wide range of products for children aged 0 to 12: clothing and footwear, products and food for infants, toys for boys and girls, early learning and school products for children and teenagers, etc – a total of more than 30,000 sku. The Detmir store sells Belarusian goods along with those produced by global manufacturers.

Detsky Mir has been cooperating with Belarusian producers since 2013. In Russia, the share of Belarusian products in the Company’s “Baby Food” amounted to 35%. Belarusian toys, sport and recreation goods, large items and clothes, in particular, school uniforms and hosiery enjoy high demand. In 2018, the total of Belarusian goods sold in the Detsky Mir chain in Russia amounted to over RUB 400m.

Simultaneously with the opening of its first store in the Republic of Belarus, Detmir begins charitable activities aimed at helping underprivileged children. For example, Detmir opens three playrooms in the Republican Children’s Hospital of Medical Rehabilitation, where young patients can play board/educational games, dolls and cars, and create artworks.

As part of the charity campaign “Participate!” the store organised a collection of goods for children from Orphanage No 3 in Minsk. Any customer can buy something for children and leave it in a special playpen by the store’s checkout. The goal of the campaign is to improve the quality of life of children in social institutions of Belarus.

In 2018, the volume of charitable aid in Russia and Kazakhstan amounted to more than RUB 630m.

Andrey Belik, executive director of the Detmir retail chain:

“As we open the first store in the Republic of Belarus, we hope that Minsk residents will appreciate our service, product mix and pricing policy. Due to the large volume of purchases, we can offer our Belarusian customers high-quality products at the most attractive prices. We also plan to increase the share of Belarusian goods in out stores, with a target of achieving the maximum possible share in each product category.”