Moscow, Russia (May 5, 2023): Magnit, Russia’s largest retailers in terms of the number of stores, opened the first V1 (First Choice) hard discounter in Moscow.

The new store with a sales floor of 350 square meters is located at 6 Izmaylovskoye Highway. The outlet has an assortment of about 1,000 SKUs in food and non-food categories that cover basic customer needs, including fresh fruits and vegetables. The store offers a range of goods sold by weight, which account for more than 10% of the assortment structure: grains, pasta, confections, berries, and frozen fish and seafood. Fresh food products account for more than a third of the assortment. The store also has its own bakery. Additionally, the new V1 location offers its customers a number of popular non-food categories (cleaning products, personal care items, etc.), аs well as seasonal assortment (for example, products for dacha and garden). Layout of products in boxes and on pallets allows immediately placing the goods on the sales floor without the need to store them in backrooms after delivery. For the convenience of the customer, the store is equipped with self-checkouts in addition to the regular staffed desks.

Magnit launched the hard discounter format in February 2023. Currently, the V1 store chain consists of ten outlets: one is located in Moscow, the others are situated in different cities of the Moscow region. Magnit is testing different store configurations and different types of locations in order to create the optimal hard discounter model. After that, the Company will decide on whether to scale the format further. The key feature of the format is the combination of low prices and high-quality products, which is achieved through deep optimization of operational processes in the stores and in logistics.

Anzhela Ryabova, Director of Hard Discounter Format at Magnit:

"Our format of hard discounters is intended for rational consumers of any income —those who value their time and money but will not compromise on quality. Our customers live both in small towns and in big cities, and we are ready to offer them modern outlets equipped with advanced technology and providing high-quality products at affordable prices".

Magnit opens first V1 hard discounter in Moscow