Location also seemed to be a problem. The Varkensmarkt, where brands like Proxy Delhaize and Spar had previously closed, did not attract the customers necessary to ensure the sustainability of the establishment. “Perhaps he is cursed.” quips the manager.
Difficult expansions
MyPrice operates under the model of its predecessor Mere, another brand of the Russian group Svetofor. A few years ago, Mere had already tried and then encountered difficulties in other countries, closing its stores in Spain and the United Kingdom after an attempt at expansion.
A Russian brand is trying to expand in Belgium, without success: here’s why
Despite everything, MyPrice would perform well in other Belgian locations. In Boussu, for example, the discounter seems to have found its customers. “The store got off to a good start there. We are waiting to see how things develop in Deurne and Opwijk.”says Pavel Lymarev.
Same ambitions
Despite this closure, MyPrice is not giving up its ambitions for the Belgian market. Management is even considering reopening a store in Boom, but in a smaller location.
However, the path to expansion remains complicated. With three stores remaining, MyPrice will have to adapt its model and convince a sometimes skeptical Belgian clientele.
