Strategy

O’KEY Group has already established a leading position in St Petersburg, with 14 hypermarkets and 14 supermarkets in and around the city. Replicating its St Petersburg success in other regions across Russia lies at the heart of O’KEY’s future development strategy. As of 30 June 2010, O’KEY had a presence in 18 Russian cities.  The Group seeks to strengthen further its position in these cities, with Moscow and the Urals being among the priority regions, and it will also pursue further regional expansion.  

The Company seeks to underpin its expansion by further developing its logistics network, including by expanding its warehousing capacity, setting up a network of cross-docking platforms and taking advantage of current volumes to increase import operations.  O’KEY is also continually improving its IT platform and actively implements innovative IT solutions, to support further growth and to create additional efficiencies in its operations.  

One of O’KEY’s core competitive advantages is its large, dynamic assortment of goods.  It already has one of the largest assortments among its competitors in terms of SKUs, including a large selection of its own fresh produce, with each of its stores having its own high-quality bakery and delicatessen products.  Its assortment also includes a wide choice of seasonal goods, as well as non-food goods such as clothes, electronics and home appliances. Key to O’KEY’s regional expansion strategy is to take advantage of its vast assortment, by tailoring it specifically to meet the local tastes and needs of its customers in different regions.  

Russian