The new discount chain is expanding at a brutal pace in Budapest

New player in the discount market

The Hungarian food retail has undergone a major restructuring in recent years. Customers increasingly prefer smaller, frequent purchases over large purchases, while remaining highly price-sensitive. Brutál Diszkont, which also operates stores under the Akciópont and Market Point brands, is expanding rapidly in this environment.

The chain stands out not only for its low prices, but also for its warehouse-like, functional design and fast shopping experience. The goal of the concept is simple: to abandon all unnecessary comfort elements and place the emphasis on cheap, quickly available products.

Direct import, without intermediaries

The Brutál model is based on the fact that most of the goods are purchased directly from European manufacturers and distributors, bypassing wholesale intermediary chains. This allows the products to be placed on the shelves significantly cheaper than the international market price.

The concept is most spectacular in the case of cosmetic and chemical products: customers find well-known brands at lower prices than in hypermarkets or drugstores. The company emphasizes that they do not offer counterfeit products, but original goods from the EU – and the favorable prices are made possible by efficient procurement and low operating costs.

However, the import model also has limitations: the supply is not always constant, and it happens that a product is only available for a limited time.

Price guarantee and long opening hours

Brutál also offers a special price guarantee: if a customer finds the same product cheaper elsewhere, the company will refund double the difference. This is a rare undertaking even in the discount sector, which strengthens the brand image based on price competition.

Another advantage of the stores is their long opening hours and busy city location. The strategy aims to offer a convenient alternative for consumers who come after work for a quick shopping trip – and the warehouse-like design minimizes the time spent in the store.

Brutal vision

Although it currently lags far behind Lidl and Aldi in terms of sales, the Brutal chain’s expansion rate is remarkable. The 15 Budapest units already indicate that there is a market demand for the “fast, cheap, warehouse-like” concept, especially among city workers and young, price-sensitive groups.

If the model proves to be viable in the long term, Brutál could be one of the first Hungarian discount chains that can compete with international retail giants with its own direct import strategy.