It has just opened its 25th branch and wants to reach 50 by 2025. This year alone, the chain born in 2021 will invest US$2 million in adding 10 new stores and its new distribution center.

The Start electro and technology chain_ has an ambitious investment plan to double the number of stores in just two years. The retailer, which has just opened branch number 25 in Posadas, will spend nearly US$2 million this year alone to open 10 new stores, change its distribution center and improve its e-commerce.

Start_ is part of the Intermaco group, which already operated as a technology wholesaler. It landed in the retail market with its own stores in September 2021, with its first store in Belgrano. The objective was to cover the segment as a distributor and retailer.

"We are opening an average of 10 stores per year. A month ago we arrived in Posadas and a little before that we opened our first store in Rosario. We seek to make a difference in the advice we offer to our customers and everything we sell can be tried first in our branches," explains Adrián Postma, Marketing Director of Start_.

The company will open its 26th branch in San Juan in the next few days and number 27 is already in the pipeline. The objective, Postma indicated, is to end the year with around 33 stores and reach 50 in 2025.

Diversify the business

In addition to technological products, Start_ offers televisions and sound equipment and recently added mid- and high-end white goods. With this diversification, the company decided to move its distribution center in search of more square meters that would allow it to store larger merchandise. The new distribution center has 4,400 square meters and will allow for multiplying order preparation capacity.

"We disbursed US$500,000 in our new logistics center located in Sarandí Park. The one we had in Barracas already began to outgrow us when we started selling televisions. Much more now that we are incorporating white goods into our offering. In addition, the space we now have is going to help us gain efficiency in online sales, whether through marketplaces or in our e-commerce store," Postma said.

The move, he added, is just the first step. Later the investment will be directed to the incorporation of technology to improve distribution and the speed of delivery to customers.

Despite the drop in consumption, Start_ maintains its expansion plan at an accelerated pace. To a large extent, Postma explained, thanks to the fact that the chain still has to cover important places in the interior of the country.

"But, in addition, our business format allows us to recover better. In December and January the drop in consumption was very noticeable, but today we are better. Our proposal is based very strongly on advising our clients, to whom we want to offer the product that best suits their needs. Because of our way of approaching the business, brands are also interested in being in our stores. They want us to be their distribution channel," added the executive.

Source: El Cronista