The Russian electronics store chain Citilink (owned by the Merlion group of companies) is switching to a new format of operation. This was announced by the CEO of the group, Oleg Fomenko.
Citilink is reorienting itself to online sales, including through marketplaces. At the same time, the chain will use warehouses and pickup points (PVZ) of the parent company Merlion.
Fomenko said that some of the stores will be converted into darkstores (warehouse for order collection). By the end of 2025, there will be 27 such points. In addition, the number of PVZs will increase to 500.
What is the reason for the change in business model?
In Russia, as in other countries, the consumption model is changing. Now users prefer to make purchases without leaving their homes.
We saw a trend — people don't come to Citilink to choose a product in the store.
According to him, there is less and less work for sales consultants, so they will be directed to issue goods from the warehouse.
In 2022, Citilink had about 1,000 outlets. The following year, the chain's management began closing stores and reducing staff. At the end of 2024, the company's net profit increased to 1.6 billion rubles.
