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The Russian Chain Vantajoso, from the Svetofor Group, Debuts in Brazil in 2025 with Its First Store in Campinas. The Plan Envisions 50 Units in Three Years, with an Ultra-Hard Discount Model and Lower Prices than Wholesalers
The giant Russian retailer Svetofor, known as Mere in Europe, is arriving in Brazil with the brand Vantajoso. The plan is ambitious: to open 50 supermarkets in three years, starting as early as 2025. The first store is set to open in Campinas (SP), followed by eight others in the same year.
The expansion includes the states of São Paulo, Rio de Janeiro, and Minas Gerais, forming an initial base in high-consumption areas.
A New Ultra-Hard Discount Model
Vantajoso bets on a format that is little explored in Brazil: ultra-hard discount. The strategy is simple but radical: fixed and very low margin, few options per category, and an extremely lean operation.
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Unlike traditional wholesalers, the stores will have about 1,000 square meters, without bakeries, butcher shops, or extra services. Products will be displayed directly, with minimal stock structure.
This model has already been implemented by Svetofor in European countries and has as its essence sales volume. The faster the turnover, the more sustainable the aggressive pricing. According to industry analysts, the chain should prioritize a mix with 80% food and the remainder in basic items such as cleaning and hygiene products.
Expected Impact on Brazilian Retail
The entry of Vantajoso could significantly shake up the market. Wholesalers like Assaí, Atacadão, and Tenda are likely to feel the pressure from a competitor willing to cut costs to the limit to reduce prices.
For the consumer, the promise is clear: cheaper shopping baskets, even in a simple store environment with no excessive variety.
The national retail sector is already facing tight margins, food inflation, and a battle for customer loyalty. With the arrival of the Russian chain, the expectation is that aggressive promotions and assortment adjustments will intensify.
Experts say that if the model works in Brazil, it could spark a new wave of adaptation in the food sector.
Challenges of Russian Expansion
Despite the optimism, the challenges are significant. Brazil has continental dimensions and complex logistics. To maintain low prices, it will be essential for Vantajoso to quickly establish a network of local suppliers, ensuring scalability and transport efficiency.
Another sensitive point is the international reputation of Mere, which faced criticism and closures in European countries after 2022. Adapting to the Brazilian market will require careful attention to health regulations, labeling, and engagement with local communities.
Success will depend on disciplined execution and the ability to translate the Russian concept to the reality of the national consumer.
What Comes Next
Without an official date announced, the expectation is that the first Vantajoso supermarket in Campinas will open in 2025. From there, the company will test Brazilian consumers’ appetite for an even more aggressive discount model than the wholesaler.
If the goal of 50 stores in three years is met, Svetofor will solidify its presence as one of the largest international players in the sector investing in Brazil amid the economic recovery.
The move signals not only tougher competition but also a change in the way the national consumer may shop in the near future.
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