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HOME REGIONS Russia & CIS › Positronica revels in Russian retail bonanza

Positronica revels in Russian retail bonanza

by Stuart Wilson, Monday 7 April 2008

Positronica, the Russian retail franchising operation launched by IT distribution heavyweight Merlion, posted sales of US$197m in 2007 according to a local report. Positronica has a retail network of more than 160 shops spanning 140 Russian towns and cities offering a combined floor space of more than 25,000 square metres.

Launched in March 2006, Positronica’s business model is based on regional partners opening stores in small towns with up to 500,000 citizens. According to an article on Russian site, Positronica plans to boost the number of stores in its network to 250 and elevate sales to a massive US$350m.

The Russian retail sector for IT products continues to perform strongly with a number of players competing for their share of the consumer wallet. Besides Positronica, other retail chains such as Bely Veter, Sunrise, Polaris and Formoza are also making their mark in the booming Russian market.

Positronica opened two new shops in January in Temyruk and Zelenogorsk and the company outlined its ambition to launch 20 more during February and March. Like all Positronica outlets, the two new stories offer a wide range of computer and digital equipment – typically more than 3,500 product items covering ten commodity groups from computers and digital equipment to home theatres.

Merlion, the parent company behind Positronica, is also celebrating a recent award received from chip giant Intel. Merlion received an award for outstanding contribution to channel revenues at Intel’s recent distributor enabling conference held in Monaco. During 2007 Merlion sold Intel components to more than 1,500 companies covering 180 cities in Russia.

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