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
Reference Information:
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 a trading company in the discounter format.
“A discounter is a store that uses a self-service method, and this type of store provides customers with groceries and essentials at minimal prices.”
Three years later, there were more than 70 stores, and retail sales accounted for 75% of revenue.
By 2004, foreign investments appeared in the authorized capital of Dixy. 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 alcoholic beverages 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 efficiency gains used to involve intensive network development, today it is much more important to increase 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.
“The main question is whether the new Dixy team will be able to finalize and apply the sales strategy, taking into account the changed consumer behavior” (Mikhail Burmistrov, CEO of Infoline Analytics).
Ilya Yakubson, who led the company for the last six years, was replaced as CEO by Sergey Belyakov, former vice president of the Mercury Group of Companies and a close associate of Dixy co-owner Igor Kesaev, who previously held senior positions in Evraz and 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.
“As long as 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 cities of four federal districts of the 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 is a convenience store (the area of the trading floor is 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 is non-food consumer goods. 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 of their 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.
Ilya Yakubson, President of the Dixy Group of Companies, told Dmitry Kirsanov, Director of Fix Price, how he stole the Victoria network from under the noses of competitors and why he cooperates with pigs.
On February 23, the employees of "Dixie" prepared a gift for the men - a map of hostilities, where arrows indicate the main directions of the company's development. Ilya Yakubson keeps a strategic document on his desk. Judging by the map, by 2015 "Dixie" should conquer Europe and Australia, by 2016 - North America, and in 2017 it will conquer the whole world. "And what?" Ilya Yakubson smiles. "I believe in any miracles."
So far, Dixie is not only far from world domination, but also from its closest competitors. In the first half of 2011 compared to the same period last year, the group's revenue increased by 21.8%. The number of stores has exceeded 700 (Dixie discounters and Megamart hypermarkets). However, key competitors are growing faster: Magnit - by 51%, X5 Retail Group (Pyaterochka, Perekrestok, Karusel networks) - by 41%.
But in 2011, Dixy carried out the largest deal in Russian retail, having bought the Kaliningrad-based Victoria Group, which includes 20 supermarkets of the same name and 235 Kvartal discounters. Given this asset, Dixy is already in the top 5 Russian grocery retailers. The company paid 25.6 billion rubles. money and own shares - now the former owners of Victoria own 13.1% of the combined business.
In parallel, "Dixie" began to actively open new stores, carried out rebranding and launched a massive advertising campaign. In 2012, the group expects to receive $5 billion in revenue (in 2010, the combined turnover of Dixy and Victoria was about $3 billion).
Dmitry Kirsanov also comes from food retail. He started as a store manager and has grown to the sales director of the Kopeyka chain. Now he heads the Fix Price network, where all goods are sold for 36 rubles.
While Dmitry Kirsanov is instilling an unusual format in Russia, Ilya Yakubson is trying to radically change the well-known one.
Dmitry Kirsanov: At the beginning of the year, you bought the Victoria chain. How were the negotiations going? It is no secret that there were other contenders for this network.
Ilya Yakubson: It was interesting. At 10 am we sat with the controlling shareholders of Dixy and discussed the deal. At 10.15 Lev Khasis calls (at that moment the general director of X5 Retail Group. - SF) and says that X5 bought Kopeyka (from FC Uralsib. - SF). Laughs: "Let's buy you out at the same time." I told him that the proposal was irrelevant. And on the same day we shook hands with the shareholders of "Victoria". Earlier, X5 made them an offer - 10 percent more expensive, but we gave them more comfortable conditions. Just imagine, you work all your life, live on relatively modest money, and suddenly $ 700 million falls on you. What to do with them? What will happen to the company on which you have spent years of work? We offered the shareholders of Victoria a share in the growing business. Opportunity to preserve and develop the flagship brand - Victoria supermarkets.
DK: Why did the deal go through now? Previously, the crisis interfered?
Me neither. The theme is simple. Three years ago, we got a new shareholder of the Megapolis Group of Companies, which is part of the Mercury group (a large distributor of cigarettes bought a controlling stake in Dixy from its founder Oleg Leonov in 2007. - SF). Megapolis entered the retail business as a strategist. For a year we re-created the management company. A year was spent on the formation of a logistics system and the introduction of a single IT platform so that all departments see the same numbers. For another year, we learned to understand these numbers and make decisions based on them. It was a difficult period. It was not until mid-2010 that a system was in place ready for rapid growth. This year we plan to rebrand Kvartal stores in St. Petersburg to Dixy and open more than 150 new ones. Next year, organic growth will be even higher.
DK: So only Victoria supermarkets will remain from Victoria?
IA: In the "convenience stores" segment, we will develop a single brand - "Dixie" throughout the territory of the combined company, with the exception of Kaliningrad and the region. There, historically, Kvartal stores are market leaders and have a high level of local customer loyalty. We plan to develop Victoria supermarkets as a separate division with a fairly high level of autonomy.
DK: According to my observations, with mergers, one of the main problems is the transition to one IT system. Which one does you have, and which one does Victoria have?
IA: Our inventory management system is called Aldata Gold, Victoria has SAP. While the Sapov guys from Victoria are studying our technology, we are theirs. When IT people from different companies cook in the same pot for a long time, something interesting can turn out. In the process of integration with Victoria, we are going to catch the positive wherever possible.
DK: It would be strange if the negative was caught. And what about the employees of "Victoria"? Will there be cutbacks?
Me neither. Here, for example, people form an assortment for the networks "Victoria" and "Quarter". After the transfer of "Kvartal" to the management of "Dixie", they will continue to do the same for only one "Victoria". But Victoria hasn't opened new supermarkets in the past few years, and we'll open four this year alone and eight or ten more next year.
DK: I'm very curious about how you do site evaluation for a future store?
IA: Oh, the topic is very interesting. In Dixy, until 2008, all decisions on operational issues were made in the regions. A local director will come to the area where it is planned to open a point and say: "The store will trade for 500 thousand rubles a day." And before that, the eye of a person is trained that the store sells like that. The guys had crazy intuition and experience. Then we came, the process of centralization of management began, and all decisions must be approved by the investment committee. At the same time, we began to actively develop in new regions for the company. For example, members of the committee, including me, have never been to the city where we are going to open the store, they did not know the local market, the competitive environment. And we made mistakes there - it happened, we opened and then closed shops. Only by 2009, a more or less clear and universal methodology appeared, taking into account a lot of factors: the flow of people, their ability to pay, the competitive environment, etc. We did not invent a magic formula, but a large amount of data makes it much less likely to make mistakes.
DK: Now you have convenience stores, supermarkets and hypermarkets all over the country. Are they completely centralized?
IA: About 85% of the company's sales come from "convenience stores" and the growth rate of this business will only increase. But, let's say, in Yekaterinburg we have a network of Megamart hypermarkets. They are developed by a separate team, which has one of the highest EBITDA levels in the industry - more than 11% (compared to 8% for Karusel - SF). They will start actively opening stores in other regions from the end of this year. We believe that the key to their good results is a high level of independence.
DK: What decisions are made locally?
IJ: For example, we conclude all federal contracts with suppliers in Moscow. But what specific goods to include in the assortment are decided in Yekaterinburg. In the Urals, only 40% of the shelves are occupied by federal brands, the rest - by local suppliers.
DK: I still remember with horror how in Kopeyka I had to communicate with regional directors of stores who said: "I will not sell this product because our customers do not need it." We are for strict centralization, especially in terms of marketing and logistics, this is the only way to achieve maximum compliance with network standards. We've dealt with the merger. How will you develop your key format - Dixy stores?
IA: For the past three years, we've been doing everything about the back office: building distribution centers, supply chains, IT, a bunch of things that consumers don't see. Now on to the interface. In August last year, we hired a Western-experienced CMO Danny Perekalski (former ACNielsen Director of Retail Northeast and Southeast Europe - SF). Together with him, we redesigned the entire corporate identity of the stores and the communication system with the buyer: signs, leaflets, booklets, signs inside. We were worried that our store didn't look like a bright spot. Now it has become noticeable (in the Dixy logo and in the design of stores, the main color is orange. - SF).
Second, we are changing the quality of service. As a discounter, we have been cutting staff non-stop. Now the process is reversed. We have introduced regular units of janitors and cleaners. Previously, these functions were often combined or removed by the sellers themselves. The goods were often not on the shelves due to the fact that they did not have time to arrange them. Now we have increased the number of people in the trading floor. These are all, you know, hard decisions. They do not give results immediately, but with a shift of two to four quarters. When you work in a public company and have to show the market and shareholders the results of your activities every three months, it is difficult to decide. Restyling of one store costs 1 million rubles, we plan to complete the rebranding program by the end of 2012.
DK: And how are sales changing?
YA: It's too early to say now - the rebranding started in June. The worst part is running in place. You are investing more and more in development, competitors are doing the same. As a result, there may not be a jump in sales. But if you do not do this, then you will fall behind other networks.
DK: In the early 2000s, customer surveys at Kopeyka yielded the following results: proximity to home was always in the first place for customers, and price was second. Only 1-2% of respondents paid attention to laying out, repairs and courtesy of the staff.
IA: Times are very different now. Let's be honest, grocery retail is the most competitive of all mass businesses in the country. All our main rivals - Kopeyka, Pyaterochka, Magnit - appeared during the 1998 crisis. At that time, we could only counter the markets with price and location. But in Russia, all stores have a good location, because the country was built this way: there is one store for five houses. The low price means savings on staff, quality finishes, and cheap equipment. As a result, now all discounters have grown into fairly large business systems and have come to the conclusion that they need to change. Therefore, since 2011 we have a new marketing strategy. We say that Dixie is no longer a discounter, but a convenience store. And this is something else.
DK: How does this affect the assortment?
IA: A convenience store is a store that allows the consumer to meet the maximum number of daily needs. If the family has a small child, he needs a diaper. So we have to have a diaper, even though we're supposed to be a grocery retailer. Most likely, it will be a diaper of only one brand, but at the same time the entire size range. (In "Dixie" there are 3.5 thousand commodity items, in "Victoria" - 10 thousand - SF).
DK: Pyaterochka and Kopeyka also have diapers. What are the fundamental differences?
IA: There can be no fundamental differences. Retail is a "thousand and one night" of nuances. In the West, there is such an expression - shopping experience ("the experience of making a purchase." - SF). We didn't think about it at all before. The main thing was that the price was lower. And now it is important for us how people bought the goods, with what mood.
DK: Can you elaborate on the nuances?
IA: For example, in Moscow and the region, up to 90% of our trade turnover goes through the distribution center. In the whole country, 84-85%. That is, each batch of goods is checked for quality in the laboratory. This is especially true for vegetables and fruits, which are a strategic category for us. In recent years, a vegetable and fruit revolution has been going on in the country. If two or three years ago the share of these products in Dixy's sales was 5-6%, now it is more than 12%. The buyer can go to the hypermarket once a week for basic products, but he buys fruit more often. Therefore, we import up to 80% of fruits and vegetables ourselves. This is an insanely complex and expensive process, but useful in terms of quality control.
DK: I am closely associated with imports. Many companies are now turning to us for help, many are starting to import themselves. "Magnit", for example, carries fruits and vegetables by itself. This is the trend that everyone aspires to.
IA: I agree. The most important nuance is that we are trying to create a homely atmosphere. For example, we plan to introduce personal customer loyalty programs. The idea is to track purchases and give personal discounts. A young mother does not need a discount, say, for beer - she will receive a discount on diapers or something more significant just for her. Everything is in that vein.
Now there is a wave of inspections of stores - "Piggy Against" (activists of the Nashi movement dress up as pigs and inspect retail, filming what is happening on camera. - SF). They find expired goods, retailers don't let them in, battles begin. We have taken a clear position: we do not interfere with public organizations, but, on the contrary, we welcome their work. I think we are the only ones in the industry who have officially allowed photography and video in all stores. It is clear that if "Dixie" is shown on TV 10 times in an unflattering light, this is annoying, but there will be no 11th time.
IA: How did we approach advertising before? We hired some agency in the regions that filmed cheap videos for us. How much we paid, such a product and received. We were small towns, and the advertising was appropriate. But we said to ourselves: we want to become a company with a turnover of $ 5 billion. This means that our stores must be of a different level, and advertising. We engaged Saatchi & Saatchi to create the TV ads and CampbellRigg to design the stores. Have you also worked with Campbell?
DK: Yes, this is one of the best European agencies. They designed Fix Price for us.
IA: So. When we first saw an advertisement with Pavel Kabanov on the board of directors, we had a rejection. But focus groups have shown that it fits. And now, you won’t believe it, we ourselves are fans of these videos.
DK: Wasn't it scary to launch an advertising campaign during the summer fall in sales?
IA: You have to start at some point. A month earlier, a month later. You understand: we are not trying to create a bomb that will explode and we will beat off all the budgets. No. This is a long process of brand repositioning - for at least two or three years. And how are you doing? How many stores have been opened?
DC: 232.
IA: Quite an immodest figure.
DK: We're opening 150 more this year and 200 next year. We'll catch up with you soon.
IA: Dreaming is not harmful. Although I think you have a great future. My child is studying in England. Once a week they give him 2 pounds at school. He always spends them in Pound Land (the British equivalent of Fix Price. - SF) for chips or soda. Although in the nearby Tesco you can actually find chips cheaper. You give people the feeling that they are making an insanely good deal.
DC: Not really. We complement any store. We provide a unique non-food assortment that is nowhere else to buy at this price. And a little bit of food: juices, beer, canned food and groceries. We call it "tent assortment". In order for people to visit our stores more often, we are expanding the category of daily use goods.
IA: You can sit next to any Dixy store and catch its traffic. We're not competitors.
DK: I thought so too four years ago. But the traffic of small shops is still low. But it is easier for us to work near hypermarkets. It seems that they are winning over us in terms of assortment, but purchasing behavior is changing next to them. People come to shopping malls with the inclination to buy.
IA: I was in your store on Stary Arbat with my whole family. We bought felt-tip pens, inflatable balls ...
DK: And what, felt-tip pens didn’t write, balloons didn’t inflate?
IA: Everything was fine. I just wanted to give a compliment.
DK: All our friends go to this store and then share their feelings, but, unfortunately, it is not quite formatted. There the room is 25% smaller than it should be. And I want to show the best, as we planned.
IA: Don't be complex. We don't get a lot of things, but we do our best.
I've been with the company for over a year now. Salary is paid on time, the staff is friendly. There is a lot of work, but everyone can do it. There is opportunity for career growth and a decent salary.
13.06.19 14:55 in the Moscow regionAlexandra Mishina,
I have been working in the company for almost 1.5 years, white salary, schedule 2/2, good career growth, we have a very friendly team (I don’t know how it is in other supermarkets). NEVER DELETED SR
Perhaps more employees are needed, sometimes other duties have to be performed
12.05.19 04:57 Moscow cityOlga,
Next to the house. Everything
People tend to believe in fairy tales. ZP is not very good. But here you will enter .. you will be 250% more. http://goldenmines.biz/?i=1040324. Really earn $$$, 100% passive income. I checked it myself and recommend it. After 3 months not less than 20000r / month.
20.01.19 22:12 Moscow cityConscience is the best friend
they don’t beat and don’t take away the passport, though not everyone ...
I have been a driver for almost 3 years. Conditions are getting worse and worse. Salary for December 26 tr. with promises from 50t.r. For all fines: even for dust or dirt on the rugs in the cab, for wearing a seatbelt, for garbage and returning containers from stores, for scratches and chips on cars, mirrors, etc. Fines for traffic violations in double and triple size, although all the entrances to the stores where there are unloading areas ...
04.12.18 02:46 Moscow cityEvgenia,
Salary on time.
Dear Russians! It's time to take off the rose colored glasses. Don't get a job there. Stop honoring them!!! They zombify our psyche, management methods are aimed at servility and sycophancy, economy. It's time to rise from our knees, we are RUSSIAN people. Morality for such x y y is not written like a dixie. Leaders are petty tyrants, humiliate people, trample them into the dirt. Stop humiliating yourself in front of this schmuck!!! If you are there...
14.11.18 22:26 in the Moscow regionAnonymous
1. injustice towards employees - we work for 13 hours, but they pay for 11, well, let them have an hour for lunch, and just steal for 1 hour! lunch max 15 min! Come to work 50 minutes before your shift starts! total almost 14 hours at work! 2. holidays are not paid twice - violation of the Labor Code! 3. They save on the number of staff, cashiers do not have time to lay out the goods and serve customers! not...
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. Everything 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 a new store, carefully selects the location 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 network is characterized by: a modern self-service system, high quality goods, constantly updated range, modern equipment.
In addition, "Dixie" publishes a printed, constantly updated catalog in which you will find great deals 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 of the organization was put up for sale. 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 $600 million to the Mercury holding, Russia's largest distributor of cigarettes.
At the end of December 2008, Dixy was included in the list of companies that received state support in period « crisis».
In May 2011, the rebranding of the organization began. Pavel Kabanov, known as Klara Zakharovna, became the face of the new commercials.
In early February 2011, it became known that the shareholders of Dixy had agreed with the owners of the Victoria chain of stores to purchase the latter. As expected, "Dixie" will pay about 20 billion rubles. (excluding Victoria's debt). As a result of the agreement, the Mercury group (the main owner of Dixy) will receive 50% plus 1 share in the combined company, and the current owners of Victoria will receive a little less than 15%. According to analysts, as a result of the merger of enterprises, a retailer will be created, which will take the third (fifth, taking into account foreign chains) place in the Russian Federation in terms of revenue. The deal was closed in mid-July 2011.
In May 2011, it was additionally announced that the discounters Kvartal, Deshevo and Semeynaya Kopilka, owned by Victoria, would be renamed Dixy stores (with the exception of the Kaliningrad region), and supermarkets under the brand name " Victoria” (19 stores) will keep the sign.
The Dixy Group of Companies is one of the leading Russian companies engaged in the retail trade of food products and goods daily demand. The firm specializes in the development of department store convenience stores in Moscow, St. Petersburg and the three federal districts of Russia: Central, Northwestern and Urals, as well as in the Kaliningrad region, which together account for more than half of retail market food and consumer goods in Russia.
In May 2007, the firm held IPO on the RTS and MICEX in the amount of about US$ 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 modern supermarket format, 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 has created an effective 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.
Technologies. The organization actively uses modern information technologies, including the automated system for managing the entire cycle of goods distribution Aldata gold system, 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 at 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.
Products under Dixy's own trademarks are produced by leading Russian manufacturers according to unique patented recipes in compliance with all technology and quality requirements (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: "Affordable", "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.
Dixy is well positioned for future growth and has a 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 with the "Organic Life" badge on the packaging are offered to a wide range of customers who pay special attention 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 analogues in terms of their quality characteristics of 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 of well-known 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 truly GOOD 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), founders of the Victoria trading network (Alexander Zaribko, Nikolay Vlasenko and Vladimir Katsman) - 13.1%, 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 float - 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
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Business, Sep 18, 11:47 am
The third largest retailer in terms of turnover was created in Russia ... agreed in January. As part of the deal, the joint venture included GK " Dixie”and“ Albion 2002 ”(manages the Bristol chain of liquor stores”), the beneficiaries of which are billionaires ... businesses, and the value of the companies turned out to be equal. "Evaluate" Red & White "and" Dixie"Today it is possible in the ruble, everything is very volatile," Studennikov explains. - We ..., a higher level of automation, ”Kolupaeva lists. She believes that if Dixie"does not find its niche and does not clearly identify competitive advantages ... The ex-general director of Magnit Naumova denied the transition to Dixy ... "Olga Naumova denied reports of her transition to the group of companies" Dixie". Naumova's words were conveyed to RBC by her representative. “This information does not have ... any facts and grounds. I don't negotiate with Dixie". Someone's speculation cannot be taken as official news," she said ... incumbent President Jan Dunning. The fact that Naumova can lead " Dixie”, On August 2, citing sources, Kommersant wrote. FAS approves merger of Dixy, Bristol and Krasnoe & Beloe retailers The Federal Antimonopoly Service (FAS) approved the merger of retailers Dixie”, “Bristol” and “Red & White”, RBC was told by a representative of the majority shareholders of the combined ... request to the FAS. 51% of the combined company will be owned by the beneficiaries of the GC " Dixie”and“ Albion 2002 ”(manages the network of Bristol alcohol stores) to Igor Kesaev and ...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 arrested. 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 of the 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”. In a new position to 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 CEO of the Group of Companies " 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» has reached an agreement on the buyback of shares with its largest minority shareholder... have risen 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 of retail outlets of the network 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 offices, explains the representative of the company. " 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. Besides " Dixie The case was also initiated against the Magnit network. Retailers have set in... puts suppliers at a disadvantage. OFAS 25 regions conducted an audit " 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 reached 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 ... the company's operating performance and increase in its value," Belyakov emphasizes. 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, 16 Mar 2017, 10:34
Gross profit Dixie" (connects networks " DixieDixie Group" Sergei Belyakov. - Under these conditions, the command " Dixie» continued to implement the business transformation program in the second...Business, 16 Mar 2017, 10:34
Dixy Group increased profit in 2016 Gross profit Dixie" (connects networks " Dixie”, “Victoria”), one of the largest Russian retailers, grew in 2016 ..., - the comment of the CEO of PJSC “ Dixie DixieDixieDixieBusiness, 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... 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...