History

FOUNDATION OF THE COMPANY

Linella is a store chain, founded in Moldova on 17 October 2001 by three recent graduates of the Academy of Economic Studies of Moldova. That year, the first Linella store was opened, and it was a kiosk-type store near the market in Ciocana sector of Chisinau.

OPENING OF 3 NEW STORES

The business soon grew thanks to the efficient management and advantageous location of the store, and the founders began to study the possibilities of expansion, focusing on a new method of organizing the trade process – self-service.

As a result, in 2004, three self-service stores were opened and from that moment on we could already talk about a store chain.

EXPANSION THROUGHOUT THE COUNTRY

The first store outside Chisinau was inaugurated in 2011 in Telenesti.

THE SUCCESS STORY BEGINS

The year 2015 is marked by a number of changes, being a real impetus for Linella company. In 2015, six more Linella stores were opened, and at the end of 2015, there were 32 stores throughout the country, of which 24 stores were in Chisinau and its suburbs and 8 stores – in other smaller cities such as Riscani, Glodeni, Balti, Telenesti, Basarabeasca, Comrat, Ceadir-Lunga, Taraclia.

2015 is also the year that marks the launch of a new commercial concept named “Super Linella”. It is a new format of stores, with a commercial area of ​​over one thousand square meters and a range of 12 thousand items. In 2015, two Super Linella stores were opened.

Also, in 2015, the company opened a modern logistics center with an area of ​​1400 square meters with controlled temperature, and an area of 4500 square meters with ambient temperature. This allows reducing the operating expenses of the company in stock, and as a result – offering customers a wider range of products at low prices.

NEW VISUAL IDENTITY

Within 15 years of its activity, Linella has managed to become the most preferred supermarket chain among consumers.

2016 is the year of rebranding the Linella logo and launching a new slogan – Side by Side Every Day. This slogan complies with the company’s strategy of quantitative development, based on which a new concept of stores – Linella Express was launched in July 2016. These are smaller stores, opened in the neighborhoods of municipalities and rural settlements, so that Linella network is closer to consumers and also as accessible as possible.

The new concept – Linella Express fulfills the wish to be closer to customers, combines the professionalism of employees, the quality of products, which the consumers got accustomed to in Linella supermarkets, with the speed of purchase and personal character of a corner store in the heart of neighborhoods. Thus, Linella Express becomes a store where customers can instantly find solutions for breakfast, lunch and dinner.

Thus, by the end of 2016, the network has expanded from 32 Linella stores in 2015 to 43 stores. Eight stores have been opened in Chisinau and three stores – in the regions of the country.

LINELLA ALL OVER MOLDOVA

In our effort to become a market leader, we have gone through many changes and we continue making improvements. Thanks to our experience gained over the years of activity and through the expansion process, we have become closer to the homes of our customers.

Thus, during 2017 the Linella store chain has managed to expand from 43 stores in 2016 to 65 stores. Ten stores have been opened in Chisinau and twelve stores – in the regions of the country, where the opening of Linella stores has an impressive impact on the whole community due to area improvement, increasing energy efficiency of public lighting, parking, but also due to socio-economic development of communities thanks to new jobs created.

Today, we can say without prejudice that we are the chain with the most stores in Moldova.

A measure much appreciated by consumers in 2017 is the introduction of the Zi de Zi Benefit Card, a loyalty program through which Linella thanks its customers, who do their daily shopping, and offers them in return hundreds of additional promotions and substantial discounts on food and non-food products, when they present this card.

17 YEARS WITH YOU!

Starting from the promise to provide people’s homes with food every day and to create memorable experiences, we continued to grow in 2018, reaching a total of over 80 stores across the country. During the current year, 17 stores have been opened, of which 10 stores have been opened in the capital and one store – in each of such cities as Bălți, Nisporeni, Ungheni, Ialoveni, Trușeni, Călărași and Măgdăcești, and soon new stores will be opened in other district centers in Moldova.

In addition, we have focused on the development of the chain in terms of modernization and innovation, therefore, at one point, the stores are redesigned, so that they have a commercial space, which will make the shopping experience as pleasant as possible.

In addition to the opening of new stores, we are also proud of the success of other projects, such as the development and launching of our own brands - O!Preţ Mic and Linella. The quality of own brand products is guaranteed by the fact that they are mostly produced by the manufacturers that have in their portfolio well-known brands appreciated by consumers.

It is also worth mentioning that in 2018 we continue the actions of social responsibility, providing financial assistance and supplies to children in orphanages, large families, people from socially vulnerable groups and supporting various social actions. We also want to set an example within the company, so that our employees become the most active ambassadors of Linella’s values ​​and our social actions.

IN ITS ANNIVERSARY YEAR, LINELLA REACHES A TOTAL NUMBER OF 100 STORES – 100 TIMES CLOSER TO YOU!

On the 18th anniversary of its establishment, Linella – the largest national store chain in Moldova, which is close to you every day, continues to grow and expand into the neighborhoods, thus becoming even closer to Moldovans throughout the country. Linella reaches a total number of 100 stores, a moment that capitalizes on the continuous investment and commitment to customers to offer them the best products.

The opening of 100 stores represents an important moment in the development of the company. This continuous expansion in the course of 18 years confirms that we are the largest supermarket chain in Moldova, and last but not least, this is proof of the labor of a huge team putting efforts for the store to be a trusted neighbor of consumers every day.

These 100 stores support the positive and rapid development of the last period and the growth rate of the Linella chain store. This year we have been among the major players in the trade sphere so far. With 15 new stores opened in the regions of the country (town of Vatra, village of Peresecina, commune of Băcioi, city of Strășeni, commune of Bubuieci, commune of Varnița, commune of Stăuceni, cities of Anenii Noi, Drochia, Floresti, Leova, Orhei), but also in Chisinau, we have justified once again the company’s strategy to have a sustained development on the market and to remain the first choice of consumers.

Linella has created at least 20-25 jobs in more than 40 localities, so that locals can enjoy the safety of tomorrow. Through continuous expansion, Linella brings significant support to the local community by area improvement and increasing energy efficiency of public lighting and through partnerships with local producers.

Along with the opening of new stores this year, the positive evolution of the company has been supported by numerous projects through which we manage to contribute to the development of the country and support education. We implement and support a series of cultural, sports and environmental programs and events and we are active in supporting charitable actions.

At the same time, during this anniversary year, Linella continues to come with surprises for its customers and thus launches a new brand of its own – BUN STRABUN, which brings together products made according to old, traditional Moldovan recipes, handed down from ancestors. The products of the BUN STRABUN range are manufactured in Moldova by the best local suppliers, who have carefully restored those traditional recipes, complying with the highest quality standards.

Thus, through continuous development, Linella comes closer and closer to customers as an active part of their lives, offering them the most pleasant experiences and inspiration at any time and in any context.

INVESTMENTS AND IMPACT OF THE COMPANY’S ACTIVITY IN 2020

The year 2020 was a year full of challenges, new trials in everything referring to retail, and we assumed an increasingly active role in supporting social cases. 

March started with a unique project, an entertainment show by Linella. NEBUN DE GUSTOS - a different kind of culinary show, through which Linella managed to combine fun and madness in a kitchen. In each episode, we had a guest, who we managed to get out of the comfort zone through various challenges, but also with whom they prepared traditional recipes to creative dishes, with products that can be found in any Linella store in the country.
The show ended with a whole season of 44 episodes, 44 stories, challenges and goodies, which can be watched on the Youtube channel Nebun de Gustos.

In July, we launched the campaign “Local Product with Love from Our Producers” in order to support and promote local producers, who needed more than ever our support in selling and promoting products to have financial stability. This campaign was a token of appreciation for local producers, who, regardless of the challenges caused by the COVID-19 pandemic, maintained their business, continued to produce and guarantee the quality of Moldovan products for buyers who were with them every day.

In 2020, Linella enhanced its commitment to continue investing in economic development by opening 14 new stores: 6 stores in Chisinau and 8 stores in the regions of the country (city of Soroca, commune of Budești, city of Ungheni, town of Durlești, cities of Comrat, Orhei, Ștefan Vodă, and Dumbrava), reaching a total of 114 stores, thus supporting local communities through new jobs, hiring new teammates for working in stores, but also offering locals a new shopping experience in an area familiar to them, providing a varied range of products, own brands, local and international products.

Because customers’ time counts, self-service cash registers have been introduced this year in new stores and in those that have been modernized. Through this project, the company accomplishes its objectives to offer more security to customers when shopping by being able to scan products individually.

This year we have been faced with new challenges, to which we’ve had to adapt. We all postponed or gave up holidays in distant destinations. Towards the end of the year, Linella launched a national campaign during which customers had an opportunity to travel differently for eight weeks, to take a virtual gastronomic tour, while 2020 shopping vouchers for 500 lei each were offered in the Linella stores, and at the end of the campaign, there was a drawing with the grand prize – a Toyota RAV4 car with camper.