Russia: DIXY convenience store chain to offer flowers and plants

As we approach the International Women’s Day, the Russian DIXY convenience store chain is going to offer fresh tulips. Moreover, since mid-February the chain enriched its assortment with 6 articles of flowering potted plants – orchids, violets, kalanchoe, etc. – supplied by a Moscow Region manufacturer, which are also quite popular as presents. Potted plants sale is a pilot project, with the plants currently available at 48 neighborhood stores in Moscow; further geographical footprint expansion will be considered further down the line.

“Demand for flowers grows radically as we approach Women’s Day, so many flower shops artificially raise their prices. We decided to support our customers, so we offer them fresh flowers for the holiday at affordable prices and close to home,” says Denis Vasiliev, Commercial Director of DIXY Group.

Victoria and Megamart chains have already been selling flowers for the International Women’s Day for several years. This year Victoria offers several types of bouquets of 5, 9, or 21 tulips and gerberas. Megamart also provides tulips for the holiday. In 2016, the Urals chain has sold over 18 thousand tulip bouquets and approximately 150 rose bouquets. Sales of potted plants, which are featured in the assortment throughout the year, have grown tenfold in the run-up to March 8.

PJSC DIXY Group
DIXY is part of the PJSC DIXY Group, one of Russia’s leading retailers of foods and everyday products. As of December 31, 2016 the Group had 2,802 stores under operation, including 2,646 DIXY convenience stores, 116 Victoria stores and 40 compact hypermarkets MegaMart and MiniMart, all located in 778 Russian towns and settlements. The Company operates in Central, Northwestern, Volga and Urals federal districts of Russia, and in Kaliningrad and the Kaliningrad region.