Dixy is a Russian chain of retail grocery stores, headquartered in Moscow. Founded in 1993 and initially engaged in wholesale trade, however, in 1999, the rebranding reoriented Dixy to a more profitable retail outlet, and the first such store was opened. The IPO was held in 2007 on the territory of the Russian exchanges of RTS and MICEX. As a result of the public sale, 10 million shares of additional issue and 15 million shares of current shareholders were subjected to a public sale: only 14.40 dollars per share. Thus, $359 million has been successfully attracted to Dixy Group. The underwriting was carried out by Renaissance Capital. In 2008, Dixy received state support to overcome the consequences of the global economic crisis. In the spring of 2014, a network of 1,842 stores successfully operates in Russia, the total amount of business capitalization is 47 billion rubles. The staff has 40 thousand people, the revenue for 2013 is 180 billion rubles.
During this time, the company's revenue has grown more than five times - for the current year, according to the forecasts of Dixy Group itself, it will amount to 274.8 billion rubles. In addition, according to the results of 2014, Dixy for the first time overtook the German Metro Cash & Carry in terms of revenue and rose from fifth to fourth place in the rating of the largest grocery retailers according to INFOline-Analytics. In 2014, the total revenue of the Dixy group of companies amounted to 229 billion rubles.
“Ilya Yakubson was invited [to Dixy] to assemble a single company from decentralized divisions and increase its growth rates,” a source close to the company explained to RBC. “Now we need someone to make it more efficient.”
Dixy's financial results in 2015 were not very successful. Of all the public grocery retailers, according to the results of the first nine months of this year, in terms of revenue growth, Dixy overtook only O'Key: Dixy's sales increased by 19.8%, to 197.4 billion rubles, and O' key" - by 5.6%, to 114.6 billion rubles. (for more details, see the chart). only by 3.8%, while traffic fell by 4.3%.
Dixie has made some mistakes lately, says CEO"INFOLine-Analysts" Mikhail Burmistrov. In particular, the company rather quickly increased the share of private labels (PL) in the assortment, and this could cause consumers to feel that the supply was narrowing, Burmistrov cites an example.
Anti-crisis manager
In September of this year (Pyaterochka, Crossroads, Karusel). Stéphane DuCharme, CEO of the company, who has held this position since the summer of 2012, was nominated for the post of Chairman of the Supervisory Board of X5 Retail Group. Igor Shekhterman became the new CEO of the company. RBC sources close to the company's supervisory board noted that Ducharme's appointment to the post of head of X5 was initially temporary: he was tasked with getting the company out of the crisis and changing operational work.
The goal is 6 thousand stores
The decision to appoint a new president of Dixy was prepared long before the announcement, Mikhail Burmistrov knows. According to him, after the New Year, Yakubson will deal with issues related to the company's new strategy. The fact that recently Igor Kesaev, Ilya Yakubson and Sergey Belyakov jointly developed a new five-year development strategy for Dixy Group of Companies, which will be adopted in 2016, is also known by a RBC source close to the company.
The presentation that Ilya Yakubson presented to the company's suppliers in October 2015 (available to RBC) contains Dixy's plans until 2020. Changes are provided for each of the divisions. The main thing is that changes in the assortment, optimization of promotions and the creation of a personalized loyalty program, improvement of price positioning and changes in the interior of stores are planned. Victoria will update its assortment and introduce new products, use cross-merchandising and expand the zone of fresh products (fresh products). Megamart hypermarkets are also subject to changes: renovation will be carried out appearance stores and changed the display of goods. Stores will use an auto-order system, and monitoring of the presence of goods on the shelf will be strengthened. By 2020, judging by the presentation, the group plans to collectively increase the number of chain stores from 2,667 (as of the end of November 2015) to 6,000.
Any success story can be considered instructive. Today Dixy remains among the richest companies in Russia. This is a story of overcoming, and it continues. The new team has big plans. They must lead to new victories
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public joint-stock company Dixy Group, known today as Russia's leading food retailer, started out as a wholesaler. In the domestic food retail market, the Dixy Group of Companies is the third largest in terms of the number of stores, behind such giants as X5 Retail Group and MAGNIT.
Group stores can be found throughout Russia.
And it all started...
in St. Petersburg in 1992 when the company was founded. Very soon, it was already the exclusive distributor of such international brands as Unilever, Henkel, Schwarzkopf, Wella, etc. In six years, the company has achieved considerable success. It accounted for almost a third of the Russian wholesale market for perfumes and cosmetics, and it also became the largest importer of food products in the North-West region. But the real story of Dixy as a grocery retailer began with the opening of the first Dixy store in Moscow in 1999, and the company quickly began to master the retail market. It was commercial enterprise discounter format.
“A discounter is a store that uses a self-service method, and such stores provide customers with groceries and essential goods at minimum prices».
Three years later there were already more than 70 stores, and retail sales accounted for 75% of revenue.
By 2004, Dixy's authorized capital included foreign investment. The investors of the Russian network are Citicorp International Finance Corporation, Cube Private Equity and Van Riet Capital.
The next year, in Yekaterinburg, the company opens the first Minimart in the format of an economy supermarket.
“Economic supermarket (soft discounter). The most profitable format for network retail and probably the most interesting for buyers in a crisis situation. The economy supermarket has prices close to those of a hypermarket, and the assortment is about 2000-4000 items. Ekonomsupermarket has an expanded share of goods with a long shelf life.
In order to attract additional investments in 2007, the company publicly places its shares on the MICEX and RTS sites. The result was not slow to affect, it turned out to be 360 million dollars. And soon a controlling stake of 51% is acquired by the diversified holding company Mercury Group. It still owns a controlling stake in PJSC DIXY Group.
And when in 2011 Victoria appeared in the structure of Dixy, the group was already the third retail operator in the country in terms of turnover, retail space and the number of stores.
A little earlier, in 2006:
“We want to become No. 1 in Russia in terms of volume, quality, and regional representation” (Oleg Leonov, co-owner of Dixy).
Private labels
These products, produced under the company's own trademarks, are familiar to all customers and admirers of this food retailer. And it started in 2012. It was then that DIXY launched
Under these brands, customers are offered products in various product categories, from meat and dairy gastronomy to non-food products. And thanks to the constantly expanding range, the best domestic and foreign suppliers chosen by the company, and low prices, these products are in constant demand.
DIXY Group today
In recent years, retail trade in Russia has been negatively affected by a markedly reduced consumer activity of the population. There are more and more people who are trying to save, are more restrained in spending, and if they spend money, they prefer to buy a cheaper product. The reasons for this are various and well-known:
- inflation;
- unstable currency;
- employment uncertainty.
Consumers do not expect particularly positive changes. And for the company they have become difficult.
Change of top management
A slowdown in revenue growth and an outflow of customers is what all domestic retailers faced by the end of 2015. Even the planned deal to buy the Bristol alcohol market chain did not take place, moreover, DIXY had to get rid of the minority share of Bristol.
The market has already been discussing the possibility of a possible reshuffle in the company since mid-2016, although this seemed unlikely. However, there has been a change in leadership. This in itself is risky, but the company's intention to focus on improving efficiency in the current situation is completely justified. With the only difference being that in the past, increasing efficiency involved intensive development of the network, today where it is more important to raise operating efficiency, EBITDA and shareholder value. The Group has been taken over by new executives with extensive experience in successful management of the food retail business.
« Main question- Will the new Dixy team be able to finalize and apply the sales strategy, taking into account the changed consumer behavior” (Mikhail Burmistrov, General Director of Infoline Analytics).
Ilya Yakubson, who led the company six recent years, was replaced as CEO by Sergey Belyakov, former vice president of the Mercury Group of Companies and the closest associate of the co-owner of Dixy Igor Kesaev, who previously held senior positions in Evraz and the structures of the Interros group.
“Our challenge is to develop and implement an updated Group strategy that would cover all areas of activity and ensure stable and profitable business growth in the long term. This is not an easy task, but I am sure that we can do it” (Sergey Belyakov).
Russian retail has to adapt to the current trend of declining consumer activity. After all, first of all, this means increased competition. The new management of the company has to reckon with this. The main work is carried out in the following directions:
- reconsider their own approach to pricing and move to a “low price every day” strategy, striving to make the most profitable offer to their customers;
- revise the assortment in their stores and return the bestsellers that disappeared from them in early 2016 “thanks” to the previous management, while promising product categories are given more space.
Moreover, the Group will have to cut the network, by the way, for the first time ever. And it's not just about closing inefficient stores. A decision has already been made instead of 180, as planned for 2017, no more than 50-60 convenience stores will be opened. And the main attention will be paid to the profitability of trading establishments. Management sees no other way to reverse the current trend.
“While the retailer does not take active steps and closes inefficient stores, competitors are aggressively developing on its territory, opening new stores, working on pricing and assortment, weakening Dixy’s competitive position in the market” (Natalya Kolupaeva, Senior Analyst at Raiffeisenbank).
However, it should be noted that despite all the difficulties, the company has retained one of the leading positions in the industry. DIXY stores remain quite popular among the population, judging by the reviews, this is largely facilitated by organized sales, promotions, discounts, about which buyers receive information in advance from the product catalog. At the end of 2016, Dixy ranked fourth among grocery retail chains in terms of revenue after X5 Retail Group, MAGNIT and AUCHAN.
Source: company website.
Having opened its first store in Moscow, at the end of 2016, the DIXY chain of stores covers large and very small towns four federal districts Russian Federation:
- Central (1960 stores),
- Northwestern (660),
- Privolzhsky (21),
- Ural (161).
Rice. 2. Map of the presence of Dixy Group.
Source: site dixygroup.ru
The Group's logistics network is based on 8 distribution centers and its own truck fleet.
Rice. 3. DIXY trucks.
Source: website adensya.ru
Divisions of the Group
- "Dixie"
Considered the largest. It consists of convenience stores (square trading floor 200-500 sq. m, up to 4 thousand commodity items). The sale of food products accounts for 90% of the retail trade turnover, the rest - non-grocery goods daily demand. The main region of presence remains Moscow and the region (half of all convenience stores), but the division is represented in all four districts. In central Russia, he remains among the strongest players.
- "Victoria"
The second after "Dixie". It includes classic Victoria supermarkets, Victoria Kvartal convenience stores, cash & carry hypermarket CASH. The division's stores are represented in the Kaliningrad region, where it is a leading player, and in the Moscow region, where it is successfully developing. Supermarkets "Victoria" are distinguished by a wide range of products own production. More than 600 items are produced in their own kitchens or in the specialized Fibrika-Kukhna, which was launched in the second half of 2014.
- "Megamart"
Compact hypermarkets operating under the Megamart and Minimart brands. All division stores are located in the Urals Federal District. More than 200 commodity items are sold under their own brands, while half of the items are STM "Diksi" - "D" and "First Deal".
Perhaps, wishing to reflect the presence of each division in the company's trademark, in September 2016, the Dixy group for the first time presented a combined logo of three retail chains - Dixy, Victoria and Megamart. It is planned to be used in corporate and external communications, as well as on the packaging of goods under its own brands, a kind of "quality mark". The FITCH agency was involved in the development of the logo.
Technology and media, 19 Mar, 18:08
Yandex.Market will launch an application for shopping in brick-and-mortar stores ... "). The Group of Companies also plans to join the service. Dixie" (under the management of more than 2.7 thousand stores under the brands " Dixie”, “Victoria”, “Megamart” and “Minimart”). There is...Business, Mar 04, 18:06
Dixy Group reports annual net profit for the first time since 2015 ... an increase in traffic and the average check, reports show. The driver was the network Dixie”, whose same-store sales grew by 5.9%, Victoria supermarkets ...%. The Megamart chain recorded a 3.1% drop in like-for-like sales. Group " Dixie” has existed since 1992, initially it was engaged in wholesale trade and ... thousand stores, of which 2.5 thousand worked under the brand “ Dixie”, 129 - “Victoria” and 41 - “Megamart” and “Minimart”. The main owner of the group...Society, Feb 26, 2:53 pm
Employee stabbed to death at Dixy supermarket during brawl In one of the metropolitan supermarkets Dixie"There was a fight in which a store employee was injured. About this ... they were taken to the hospital. Both attackers have been detained. In the press service of the GC " Dixie” RBC confirmed that “during the misunderstanding that arose between employees of one ... Merger person: how Kesaev became the beneficiary of the country's 3rd retailer ...of its members. Igor Kesaev and Sergey Katsiev, beneficiaries of the GC " Dixie"and Albion 2002 (manages the Bristol chain of liquor stores), and Sergey Studennikov ... will allow assets to be equalized during the merger." Sergey Studennikov and General Director of the Group of Companies " Dixie» Sergei Belyakov declined to comment on the terms of the deal and future plans for a new... rose by about 11%. Merger primarily benefits shareholders Dixie”, which, as a result of the transaction on the basis of an investment-unattractive asset, formed ... In Dixie, a Petersburger was predicted to die early because of a complaint against a cashier ... a visitor to the lack of change money at the checkout of one of the stores " Dixie"In St. Petersburg, his manager threatened that he might "not ... The hostage-taker in the Moscow "Dixie" explained his act The man who took the woman hostage in the store Dixie” in the north of Moscow, explained his actions by the fact that he wanted to contact .... He told the investigators that his name was Alexander Khutoryanin and in " Dixie"he came in after he "fled from his pursuers", whom he ... said: "There was no way out." Earlier it was reported that the man came to " Dixie"not far from the Koptevo metro station and took an employee hostage ... In Moscow, after the hostage-taking in "Dixie" opened a criminal case On the fact of hostage taking in the store " Dixie”in the north of Moscow, as a result of which a woman suffered, a criminal case was initiated ... witnesses are being interviewed. A previously unidentified man took a store employee hostage. Dixie» on Bolshaya Akademicheskaya Street in Moscow. He was later arrested by... In Moscow, the police detained the man who took the hostage in Dixie The man who took the hostage inside the store Dixie”in the Koptevo district in the north of Moscow, he was detained, the press service reports ... the release demanded 300 thousand rubles. At the same time, the representative trading network « Dixie" Yulia Chernysheva later told "Moscow Says" that the man took... A man took hostage an employee of the Dixy store in the north of Moscow ... metro station "Koptevo", an unknown man took hostage in a supermarket " Dixie» store employee. Two hours later, the invader was detained, the woman was released. In the premises of one of the supermarkets " Dixie", which is located on Bolshaya Academicheskaya Street in the Koptevo district on ... - service of the capital's department of the Ministry of Internal Affairs. The police have now cordoned off the store. Dixie"and together with the National Guard is trying to detain a man. RBC sent a request ...Business, 02 Mar 2018, 22:13
Dixie reported a record loss in its history in 2017 ... , changing the range and reducing consumer activity. At the end of 2017 Dixie”began to buy back its own shares, then the management explained this by the incomplete completion of the papers ... delisting from the Moscow Exchange after fulfilling its obligations to shareholders. " Dixie"- the fourth largest Russian retailer in terms of revenue, founded in 1992. Basic...Business, 01 Mar 2018, 14:54
The ex-head of "Dixie" headed the network of medical clinics Ilya Yakubson, who previously served as president of the retailer " Dixie”, headed the network of clinics “Alfa Health Center”. AT new position Yakubson ... Ilya Yakubson, who previously held the position of President and Executive Director of the Group of Companies " Dixie", according to a press release from AlfaStrakhovanie. Yakubson will develop and implement ... . Ilya Yakubson was the president and chief executive director GK " Dixie", including chain stores" Dixie”, “Victoria” and “Megamart” from 2009 to 2015 ... Dixy will spend more than ₽8.5 billion to buy out its largest minority shareholder ... revenue to the retailer to carry out the planned delisting on the exchange. Minus minority shareholder Group " Dixie» reached a share buyback agreement with its largest minority shareholder... rose in price by 1.2%, to 331 rubles. Who owns the Dixie" Group " Dixie”, the fourth largest retailer in Russia, operates stores of the same name ... almost double this amount. The shares will be redeemed by JSC " Dixie Yug, a subsidiary of the group Dixie". As part of the agreement, it has already increased its stake... Dixie tightened security measures after the terrorist attack at Perekrestok After the explosion in the St. Petersburg "Crossroads" stores " Dixie» all over Russia switched to an enhanced security regime. About this ..., are there abandoned bags and suspicious items, ”they said in“ Dixie". Administrators outlets Networks daily check the operation of the panic buttons. "After... Dixy shareholders approve delisting from Moscow Exchange ... participation in the meeting,” the company said. The buyback price of shares in Dixie"Identified at 340 rubles. for paper. Previously, the decision was made by the company's board of directors. Before " Dixie» received permission from the Federal Antimonopoly Service to consolidate up to 70% of its own shares. Company group " Dixie” (also manages Victoria supermarkets and Megamart hypermarkets) is the fourth largest ... The Board of Directors of Dixy decided to delist ... will be 340 rubles. for paper. That the group of companies Dixie” intends to delist and leave the exchange, it became known on November 20 ... October. For the nine months of 2017, the net loss of the group of companies " Dixie» decreased from 2.03 billion rubles. in 2016 to... decreased by 10%, to 209.8 billion rubles. Company group " Dixie” (also manages Victoria supermarkets and Megamart hypermarkets), is the fourth largest ... The board of directors of Dixy will discuss the exit of the retailer from the stock exchange ... the company plans to discuss this on November 22, follows from the materials of PJSC " Dixie Group". " Dixie already bought back 20% of the company's shares from the stock exchange at the end ... during a conference call with investors. He stated that "at" Dixie“there is no goal to collect as many of their shares as possible,” however, ... . (a year earlier this figure was 2.03 billion rubles). Revenue " Dixie"in nine months decreased by 10%, to 209.8 billion...Business, 21 Sep 2017, 15:53
DixieDixieDixieBusiness, 21 Sep 2017, 15:53
Dixy to sublease 15% of its space ... restaurants, cafes or warehouses and office rooms, explains a company representative. " Dixie"- the fourth largest retailer in Russia in 2016. Revenue... exploit and earn extra income. Some of these objects are former shops " Dixie", which were not effective. Former stores are rented out when ... among the traffic that the stores of the federal network itself attract. Therefore, in " Dixie» tenants can come for whom the prices of market leaders, for example, X5 ... DixieDixieDixie Dixy Group responded to FAS claims One of the largest Russian retailers - GK " Dixie”- declared that he did not agree with the conclusions of the Federal Department ... for the Moscow Region announced the initiation of proceedings on August 16. Except " Dixie The case was also initiated against the Magnit network. Retailers have set in... puts suppliers at a disadvantage. OFAS 25 regions conducted an inspection " Dixie in early 2017, the retailer said in a statement. For all... DixieDixieDixieDixie The Antimonopoly Service opened cases against Dixy and Magnit ... departments. "In relation to Tander JSC and JSC" Dixie-South" (retail chains "Magnit" and " Dixie”), cases were initiated on the grounds of violation of paragraph 1 of part ... of trade.” - RBC)," the document says. Unscheduled field inspection of "Magnit" and " Dixie"was carried out on behalf of the government, issued at the end of December 2016 ... antitrust investigations on signs of violations of antitrust laws," the FAS said. Representative " Dixie Vladimir Rusanov told RBC that the company has not yet received... DixieDixieDixie Dixy Group reduced revenue by 11% Revenue of one of the largest Russian retailers - GK " Dixie” (manages the convenience stores of the same name, Victoria supermarkets and Megamart hypermarkets) - ... .4 billion rubles. However, in the second quarter of 2017, Dixie» for the first time in several quarters went to net profit. It amounted to ... and labor productivity growth" At the end of the first half of 2017 " Dixie» operated 2.7 thousand stores. In July, the company announced that... Dixie DixieDixie Dixy will buy back 10% of its own shares from the stock exchange ... will be accepted after the completion of the redemption. Now the subsidiary is the structure of PJSC " Dixie Group owns 2.4% of the share capital of the parent company. "The Board of Directors... the capitalization of the group in the future," the words of the CEO are quoted in the message. Dixie» Sergei Belyakov. The buyback indicates that "management is confident in... operating performance company and increase its value,” emphasizes Belyakov. Revenue " Dixie» at the end of the first half of 2017 decreased by 10.9 ... DixieDixieDixie FAS opened a case against Dixy after a complaint from Mortadel ...) filed a case against one of the largest Russian retailers GK " Dixie". This is stated in a message published on the FAS website. The FAS suspects Dixie"In that the company imposed on the supplier the conditions prohibited by the law" About ... "Mortadel" RBC wrote in early March. Then "Mortadel" sent to " Dixie» A letter demanding the return of 104 million rubles. for the so-called...Business, 29 Mar 2017, 17:06
Dixy to abandon half of its warehouses in the Moscow region amid losses ... to profitability. Distributed centers The fourth largest retailer in Russia GK " Dixie”(Develops neighborhood stores of the same name, Victoria supermarkets, Megamart hypermarkets ...”, - the words of the Logistics Director of the Group of Companies are quoted in the message. Dixie» Denis Gurov. Revenue " Dixie» in 2016 increased compared to the previous year ... - a rational decision during the period of business optimization, which is now taking place in « Dixie”, agrees General Director of INFOLine-Analytics Mikhail Burmistrov. The company faces...”, “Victoria”), one of the largest Russian retailers, grew in 2016 ..., - the comment of the CEO of PJSC “ DixieDixieDixie
Business, 10 Mar 2017, 20:46
The sausage manufacturer demanded 100 million rubles from Dixy. for "false marketing" ... monthly turnover in the network, threatening to terminate the contract. Now deliveries in « Dixie» occupy 40% in the sales structure of the meat processing company. In total, according to the letter... "Mortadel" Nikolai Agurbash, confirmed to RBC the authenticity of the letter. According to her, " Dixie"is not the only retailer with which suppliers are having similar problems ... in a letter, forcing her to act contrary to the established relationship," - said the representative of " Dixie". "Mortadel" owns a pig-breeding complex for 50 thousand heads and a slaughterhouse... DixieDixieDixie President of the Dixy group of companies resigned ... da Silva steps down as Group President effective January 24 " Dixie". This was reported in a press release of the company, which came to the disposal of ... Jeronimo Martins Group. According to the results of 2016, the growth in revenue of the group “ Dixie slowed down by a quarter compared to the previous year. Moreover, in December, for the first time in the history of Russian public retailers, the sale of “ Dixie' have been reduced. In the third quarter of 2016, the company increased its loss in...Section 1. Open Joint Stock Company (JSC) Dixy Group.
« Dixie» is a Russian group of companies that owns one of the largest food retail chains in the Russian Federation. Group head structure - Open joint-stock company (JSC) « Dixy Group". The headquarters is in Moscow.
"Dixie" is the largest food retail chain in Russian Federation. The company's headquarters is located in Moscow. First name organizations- Uniland, which was founded in 1993 by businessman Oleg Leonov. Organization engaged in wholesale trade, and in 1999 the first outlet was opened in Moscow.
"Dixie" is one of the companies that received state support during the crisis in 2008. The organization currently manages 552 stores, 15 of which are Megamart compact hypermarkets. continues to develop. Dixy stores are mainly located in St. Petersburg, Moscow and the three largest districts Russian Federation.
Dixy has its own fleet of vehicles and several distribution centers located in key regions. Transport deliveries are established at a very high level, which allows us to constantly update with fresh products.
Dixy has been actively developing its own trademarks for several years, which allows it to offer customers a product at low prices without overpaying the manufacturer. At the same time, the quality of the goods sold remains high. All products, both own production and purchased from suppliers- meet all quality standards and are manufactured on high-tech equipment.
In addition, Dixy has vast experience in the Russian market. Dixy strives to optimize costs and improve performance. Before opening new shop chooses the place carefully and range depending on the needs of the people living in the area.
In Dixy stores you will find a huge selection of food and non-food products. Dixy retail chain is characterized by: modern system self-service, high quality goods, constantly updated range, modern equipment.
In addition, "Dixie" produces a printed, constantly updated catalog in which you will find profitable offer for yourself and your family.
open joint-stock company (JSC)"Dixie Group"
History of the Dixie Organization. Organization "Uniland" (the former name of the Dixy Group of Companies) was founded in 1993, at the origin of the company, which was mainly engaged in wholesale trade, stood Russian businessman Oleg Leonov. The first retail store of the chain was opened in Moscow in 1999.
In 2004, the organization sold 30% of the additional cash issue of shares to portfolio investors - Citicorp International Finance Corporation, Cube Private Equity, Van Riet Capital and others for about $60 million. On May 18, 2007 "Dixie Group" held (Initial Public Offering) on the Russian sites - RTS and MICEX. During the placement investors 10 million shares of additional issue of securities and 15 million shares of current shareholders. In general, 41.67% of the increased authorized capital organizations. suggestions- $ 14.40 per share, this corresponds to the lower limit of the price range. The total amount of funds raised is $359 million. The underwriters were "", Investment and Deutsche Bank. The order book was oversubscribed 1.39 times.
In early 2008, Oleg Leonov sold his stake in the company (a controlling stake) for about $600 million to the Mercury holding, Russia's largest distributor of cigarettes.
At the end of December 2008, Dixy was included in the list of companies that received state support in period « crisis».
In May 2011, the rebranding of the organization began. Pavel Kabanov, known as Klara Zakharovna, became the face of the new commercials.
In early February 2011, it became known that the shareholders of Dixy had agreed with the owners of the Victoria chain of stores to purchase the latter. As expected, "Dixie" will pay about 20 billion rubles. (excluding Victoria's debt). As a result of the agreement, the Mercury group (the main owner of Dixy) will receive 50% plus 1 share in the combined company, and the current owners of Victoria will receive a little less than 15%. According to analysts, as a result of the merger of enterprises, a retailer will be created, which will take the third (fifth, taking into account foreign chains) place in the Russian Federation in terms of revenue. The deal was closed in mid-July 2011.
In May 2011, it was additionally announced that the discounters Kvartal, Deshevo and Semeynaya Kopilka, owned by Victoria, would be renamed Dixy stores (with the exception of the Kaliningrad region), and supermarkets under the brand name " Victoria” (19 stores) will keep the sign.
Dixy Group of Companies is one of the leading Russian companies involved in retail and food and goods daily demand. The firm specializes in the development of department store convenience stores in Moscow, St. Petersburg and three federal districts of Russia: Central, Northwestern and Urals, as well as in the Kaliningrad region, which together account for more than half of the volume of retail market food and consumer goods in Russia.
In May 2007, the firm held IPO on the RTS and MICEX in the amount of about US$ 360 million. Shares of the organization are included in the calculation of indices RTS and MICEX: sectoral index consumer goods and retail(RTScr) and index shares of the second tier RTS-2 (RTS2), as well as in the calculation of the sectoral "MICEX index - consumer goods and services" (MICEX CGS).
A controlling stake in JSC "Dixie Group" is owned by a diversified holding The Mercury Group of Companies (according to the results of 2010, the consolidated turnover of the Group exceeded 15 billion US dollars), the main assets of which, in addition to the Dixy Group of Companies, are:
trade organization "Megapolis" (the largest distributor of consumer goods in the Russian Federation, at the same time being one of the largest distributors of tobacco products in the world);
JSC "SovInterAvtoService" is one of the largest motor transportation companies in the CIS with more than thirty years of history of road transportation within the Russian Federation and across the countries of Western and Eastern Europe and Asia;
OJSC "Turboholod" plant (creation of turbo-expander units for the oil and gas industry);
OJSC "Plant im. V.A. Degtyarev” (production of civil and military equipment).
The first Dixy store was opened in Moscow in March 1999; at the same time began their work Retail Stores"MEGAMART" in Yekaterinburg. Since 2000, the development of the Dixy chain of stores in St. Petersburg began. The company initially focused its activities on serving the mass segment of consumers in the economy format most in demand in the Russian Federation. As a result of rebranding and repositioning, Dixy is developing stores of the "neighborhood" format, which implies a higher level of service, an appropriate assortment and strict quality of goods sold.
The Dixy organization is rapidly developing and expanding the geography of its presence, opening new stores in various regions of the Russian Federation. The organization successfully develops various store formats within the framework of modern format supermarket, which allows for dynamic growth sales by reaching a wider range of customers with a variety of consumer preferences and incomes.
Building a business in each new region, in each new city, we bring our corporate culture, our attitude to business, the values of our business - honesty, decency and openness into development. The organization attaches great importance to customer loyalty, striving to constantly provide low prices, wide range, fast and friendly service.
Range and quality. The range and number of items for each store is selected taking into account the specifics of consumer demand in a particular region. Much attention is paid to cooperation with local producers and suppliers, which allows us to quickly resolve issues of supplying store chains with fresh locally produced goods.
and distribution. The organization created efficient system logistics and distribution of goods - for supplies The stores use eight distribution centers with a total area of over 127,000 sq.m., located in the key regions where Dixy stores operate. The organization also has its own fleet of vehicles, which allows to optimize transport expenses and ensure timely delivery of products to stores.
Technology. The organization actively applies modern Information Technology, including automated system management of the entire Aldata gold system distribution cycle, used by Carrefour, Tesco, Ahold and Casino, which helps to increase the efficiency of all operational business processes, reduce expenses and an increase in inventory turnover.
Marketing. Caring for customers is the main value and the basis of the strategy of the Dixy retail chain. The organization strives to know everything about the tastes and preferences of its customers in order to meet their expectations as much as possible, to be as close as possible to their lifestyle. In any aspect, from a level that is comfortable for customers prices to locating stores in the most convenient locations, from a balanced assortment to a high level of service, the organization strives to meet the expectations consumers about modern retail. Weekly promotions are aimed at creating even more attractive conditions for buyers and allow firms to achieve the highest levels of target audience loyalty in the industry.
Own trademarks . For several years, Dixy has been actively developing the production of goods under its own trademarks (trademarks) offering customers quality products the best prices. These are food and non-food brands well known to customers, such as Polnaya Krynka, Selo Kuvshinkino, Odarka (dairy gastronomy), Favorite Traditions, Tozhinki (grocery), Vegetable Family (frozen vegetables). and vegetable), "Fruit Parade" (juices, nectars), "Figaro" and "Vertex" (non-food products), as well as many others.
Goods under Dixy's own trademarks are produced by leading Russian manufacturers according to unique patented recipes in compliance with all the requirements for technology and quality (products undergo a thorough control quality both at all stages of production and in independent accredited laboratories), and are presented in several segments that meet the needs of target groups of buyers: "Profitably", "Quality products for the whole family", "Organic Life".
Strategy. "Dixie" has considerable experience work on the market of the Russian Federation and advanced business technology that allows us to successfully implement a large-scale development program. The firm is constantly striving to optimize operating costs and improve overall performance, as well as ensure business sustainability through diversification of suppliers and product mix.
"Dixie" is well positioned for further growth and sets itself the long-term goal of becoming a leader in industries in the format of convenience stores in terms of operating efficiency, work technologies, customer and employee loyalty, and as a result, in volumes sales.
Marked with the sign "ORGANIC LIFE" private label products - healthy food.
Products bearing the "Organic Life" badge on their packaging are offered to a wide range of customers, with special attention related to their diet, choosing high-quality, healthy and natural products. These products take into account modern trends: they are functionally useful, easy to use, produced under special control over compliance with technologies and quality characteristics.
Marked with the sign "Quality products for the whole family" goods of private label - analogues of brands.
Products marked with the "Quality products for the whole family" badge are equivalent in their quality characteristics, products of well-known national and international manufacturers. At the same time, retail prices for them are 15-25% lower than the prices for goods of similar quality. famous brands due to the fact that their cost does not include significant advertising and promotion costs.
Marked with the sign "FAVORABLE"
Goods with the "FAVORABLE" icon are widely represented in many product categories and are the most popular in their categories and are represented by both food and non-food products. Goods with this sign will always have the most attractive prices for buyers with guaranteed good quality, as they are produced in compliance with all standards, technical regulations and GOSTs. These are really PROFITABLE products for buyers who prefer good quality at a reasonable price.
Owners and management. Shareholders of the organization: holding GC "Mercury" (54.4%, controlled by businessman Igor Kesaev), the founders of the Victoria trading network (Alexander Zaribko, Nikolay Vlasenko and Vladimir Katsman) - 13.1%, in free float - 32.5%. Market as of mid-June 2011 - 47.7 billion rubles.
— Ilya Yakubson. Shareholders of the company: Mercury Group (54.4%, controlled by businessman Igor Kesaev), founders retail network "Victoria" (Alexander Zaribko, Nikolay Vlasenko and Vladimir Katsman) - 13.1%, in free circulation - 32.5%. Market capitalization as of mid-June 2011 - 47.7 billion rubles.
The president— Ilya Yakubson.
As of April 30, 2010, the firm operated 552 stores (including 529 Dixy grocery discounters, 15 Megamart compact hypermarkets and 8 Minimart economy supermarkets). By data as of June 2011, taking into account the absorbed Victoria network, the total number of stores was 944; On September 21, 2011, the thousandth store was opened.
The Dixy chain is characterized by a relatively high level of losses from food spoilage and theft (2.1% proceeds in the 1st quarter of 2011 against the average industries
Dixy (DIXY) is
Dixy (DIXY) is
Dixy (DIXY) is
Sources
Wikipedia - The Free Encyclopedia, WikiPedia
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