Business overview

O’KEY is one of the largest retail chains in Russia. Its primary retail format is the modern Western European hypermarket under the O’KEY brand, complemented by O’KEY supermarkets. In 2013, we were:

  • 4th largest national hypermarket chain by revenue (excluding multinationals);
  • one of the leaders in Russian food retail in terms of revenue per square meter of selling space; and
  • rated by A.C. Nielsen as the strongest retailer brand in St. Petersburg.

 

The company opened its first hypermarket in St. Petersburg in 2002 and has enjoyed continuous growth in this market. As at September 10,  2016, we operate 159 stores across Russia: 73 hypermarkets, 37 supermarkets and 49 discounters stores.

In contrast to the warehouse type hypermarket format common in Russia, our hypermarkets are large retail facilities modeled on Western European hypermarkets. Our hypermarkets carry a wide range of products at competitive prices and in convenient locations. We believe it attracts additional customer traffic due to its high quality of service, convenient layouts (for example, low shelving for ease of reach and well-lit aisles) and locations of its stores.

While continuing to focus on hypermarkets, we introduced supermarket format in 2006 to take advantage of additional growth opportunities and efficiency of operations in cities where supermarkets could complement existing hypermarket operations. Our supermarket format appeals to customers who do not own cars or otherwise cannot easily access hypermarkets, but seek high-quality products and a pleasant shopping experience. One of distinct characteristics of our typical supermarket is large assortment of fresh products.

 

Customer satisfaction and loyalty are fundamental to our success, and we strive to offer a compelling value proposition that includes:

  • a wide range of competitively priced, high quality products, including fresh food, own bakery, delicatessen products and non-food items;
  • a modern shopping environment with an appealing ambiance without a “warehouse” feel;
  • locations near key traffic intersections, within easy access to public transportation and/or within highly populated residential districts;
  • availability of convenient third party day-to-day services in its hypermarkets;
  • a family friendly environment with supervised in-store play areas for children; and
  • a large number of cash registers to reduce queues.