Mere, an uncompromising Russian low-end retailer will launch in Belgium

The Belgian expansion of the Russian price fighter retailer Mere is about to take place. The first three locations are now known and the timing is also fixed: in September, the discounter will open in Opwijk.

Mere is a Russian low-end retailer that sells a limited number of food lines and essential products at absolute rock-bottom prices, often from leftover batches. The chain claims to be up to 20% cheaper than Aldi. Mere wants to open ten shops in Belgium before the end of the year. At the same time, the chain also plans a considerable expansion in other Western European countries: the chain has been active in Germany for two years now and recently opened its first Spanish shops. In addition, France, the United Kingdom, Italy and Austria, among others, are said to be on the agenda.

The ambitions of the Russian chain seem surprising, but perhaps the timing is no coincidence. In recent years, discount chains Aldi and Lidl have moved into the mid-market segment. Meanwhile, it is becoming clear that a recession is looming after the corona crisis and, at the same time, food prices are rising. The combination of these elements may provide an ideal breeding ground for an uncompromising price fighter.