"Metrika" chain

Metrika is a dynamic DIY chain in Russia and a part of the SBR Corporation, which has been a leader in the sales of construction materials in the North-West of Russia since 1995. Metrika is the biggest DIY retail operator in the North Western part of Russia.

Having opened its first hypermarket in 2005, Metrika today is a multiformat federal chain with 10 stores.

In 2007 the corporation opened 6 new stores and its total retail surface increased up to 67 000 sq.m.

According to the research of ComCon and RBC the Metrika chain holds the second place in terms of brand awareness among DIY retail chains in St. Petersburg.

The main differentiating feature of Metrika is significantly lower prices. Highly centralized purchasing and efficient logistical procedures allow Metrika to successfully compete with all the international chains currently present in Russia. In 2005 a Purchasing office and warehouse were established in Shanghai and a distribution center and cross-docking warehouses are now functioning in Moscow and Saint Petersburg.

Besides low prices and a wide assortment of products, Metrika offers additional services to all groups of customers, including storage, delivery of purchased goods, furniture assembling, sanitary equipment and doors installation, sawing, tool rent, and credit facilities. A significant proportion of Metrika customers are professional builders, who benefit from special prices and credit terms.

Retail formats

• The DIY hypermarkets of Metrika have a retail area of up to 12,000 sq.m. and, in addition to the regular DIY assortment, it sells furniture and household appliances. The hypermarket is divided into 3 main zones: Construction Materials, Tools and Refurbishment materials, and Home Improvement goods. In Saint Petersburg Metrika hypermarkets are located all over the city, especially on major highways connecting the city and its fast developing suburbs.
• Metrika Supercenters in addition to the standard 3 zones also have a Garden Center and a drive-in. There customers can load large-size goods into their cars directly from the trading hall which is particularly convenient given the cold northern climate. The retail area of the biggest super center is 13500 sq.m. The range of products of the Supercenter includes 50 000 SKU.
• The Metrika Supermarkets have an area of 3,000 to 5,000 sq.m. and an assortment of 25,000 SKU. Its product range is similar to that of the hypermarkets but not as extensive with a particular emphasis on the private labels.