MyPrice (Mere) faces problems with Belgian expansion

By: Trademagazin editor Date: 2024. 04. 24. 09:54

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Russian discounter MyPrice‘s jubilant announcement that the opening of a fourth and fifth Belgian store was imminent, was more than a little premature. Both stores face unforeseen problems: the Antwerp opening is delayed, the Bertrix store is off the cards altogether.

MyPrice had planned to open in Bertrix (in the Belgian province of Luxembourg) today, and in Antwerp a week ago. However, the latter has been delayed without giving a reason or a new date, while the mayor of Bertrix has denied permission for the MyPrice in his town to open.

All preparations had been made, leaflets had been distributed and the Russian discounter had hired twelve employees on temporary contracts. However, Mathieu Rossignol told local newspaper SudPresse that the retailer did not make any formal contact with the municipality and that he only found out about the planned opening by chance. In his opinion, this means that the store cannot be given a permission to open.

What this means for the further expansion for the chain in Belgium, is uncertain for now. MyPrice does not appear to have the best track record in transparency and timely openings, but they have managed to open three stores despite all that.

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