Helen and Valery expands border business

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The Belorussian operator hopes a new store on the Lithuanian border will boost sales despite increased travel restrictions

Belorussian operator Helen and Valery has opened a new store on the Lithuanian border, supplementing its five existing stores on the borders with Poland, Ukraine and Lithuania and its two outlets at Minsk airport. The move comes despite new visa regulations introduced after Poland and Lithuania's accession to the EU in May, restricting travel over the formerly free borders.

The 60sq m (645.6sq ft) outlet will serve primarily Belorussian travellers and the company expects business will be similar to its other border stores, with liquor and tobacco accounting for 70% of sales. Executive director Alla Voevodova told TRW she expected the store to be successful despite visa changes. "Traffic has been picking up again after May and we expect better results in 2004 than last year, when turnover grew by 6.55%,? she said. ?In 1998 we opened our first of shop on the Belarusian-Ukrainian border and we have added a new shop almost every year since.?

The company plans to complete the renovation of its 150sq m (1,614sq ft) shop in Berestovica on the Polish border later this year, expanding all product categories and introducing new ones. Voevodova said fashion and accessories in particular would benefit. Helen and Valery is also hoping to rebuild another Polish border store in Bruzgi, she added. "In our company renovation does not mean simply repairs and a new coat of paint but building a completely new shop that meets the highest international standards."

Helen and Valery is supported by Gebr Heinemann, which provides year-long promotional campaigns across its stores.