On 12 April, Russian discounter MyPrice will open its fourth Belgian branch in Antwerp. A fifth store, in Bertrix, is also planned to open this month, while the chain searches for more suitable locations.
Expansion planned
The Antwerp store is being rebranded from its former owner MyFood, to open on 12 April, the operator confirmed to RetailDetail. This location will also have the familiar ‘Siberian’-style ultra-low-cost formula, with large parcels of overstock stored on bare pallets on the floor.
Although Russian-owned, the chain is not worried about the Western sanctions: the first flyer does not mention any Russian products, but it does contain Latvian salmon, Lithuanian sausages and Polish sunflower oil.
After openings in Boom, Boussu and Opwijk, MyPrice Belgium already seems to be moving further than its predecessor Mere ever got. Meanwhile, Bertrix (in the province of Luxembourg) will also get a store before the month is over, and a second Antwerp branch is planned in the next six months. More details on the chain’s planned Belgian expansion were not yet revealed.
