Before you start — the must-haves
— HACCP documentation (without it, no chain will accept your application).
— A TR CU 021/2011 declaration of conformity for each SKU.
— A registered Kazakhstan trademark (the State Register of Trademarks of the State Revenue Committee).
— Production capacity of at least 3× the volume of the first order (chains do not tolerate missed deliveries).
— A warehouse in Almaty or Astana (delivering from the regions means higher costs and a higher risk of returns).
Magnum
**The largest chain in Kazakhstan.** Over 380 stores in cash & carry and supermarket formats.
A minimum of 4–6 SKUs in a single product group. Fewer — and they will not consider you.
Payment deferral: 30 days for perishables, 45 days for everything else.
Retro bonus: 8–12% of quarterly turnover.
Marketing budget: 3–5% of supplies for promotions and leaflets.
Exclusive SKUs: a +3% bonus if you agree not to sell an equivalent product in Galmart.
Point of contact: the category manager. Cold calls work poorly — better to go through a distributor or with a recommendation letter from an existing supplier.
Galmart
**The premium segment.** 30+ stores in major cities; the average basket is 1.5–2× higher than Magnum.
Emphasis on packaging quality, premium visuals, and brand story.
A minimum of 2–3 SKUs, but with a clear niche positioning.
Deferral: 21–30 days.
Retro bonus: 5–8%.
Marketing: mandatory participation in premium catalogs plus in-store tastings.
The category manager looks closely at organic / halal / gluten-free certifications.
METRO Kazakhstan
**HoReCa + cash & carry.** 8 centers across Kazakhstan (Almaty, Astana, Shymkent, Karaganda, etc.).
Target audience: restaurants, cafés, hotels, and the corporate segment.
A minimum of 1–2 SKUs, but HoReCa packaging is mandatory (bulk formats from 1 kg / 5 kg).
Deferral: 14–21 days (shorter than Magnum).
Retro bonus: 3–5%.
Requires HACCP plus halal certification for most categories (Kazakhstan is a Muslim-majority country, and the HoReCa segment observes this).
Anvar and Small
**Regional chains.** Easier to enter, smaller volumes, deferrals of 21–30 days, retro bonus 5–8%.
Anvar — Almaty and Almaty region, 60+ stores.
Small — Astana and the northern region, 40+ stores.
A useful springboard before approaching Magnum/Galmart: a sales track record in a local chain is a strong argument for the category manager.
The typical negotiation funnel (3–4 months)
1. **Prepare the package** — brand presentation, a two-tier price list (retail and chain pricing), high-quality photos, a product sample.
2. **Meet the category manager** — a 30-minute meeting with a tasting.
3. **Application + supplier questionnaire** — fill in the chain's form (~40 fields) and submit the document package.
4. **Trial batch** — a limited volume, usually in 5–10 stores. They watch sell-through for 30–60 days.
5. **Full listing** — after a successful trial, rollout to all locations.
6. **Renegotiation after 12 months** — terms are revisited.
- Magnum + Galmart + METRO = 60%+ of Kazakhstan FMCG sales.
- Without HACCP and a TR CU declaration, your application will not be accepted.
- Build in 3× spare capacity — a missed delivery means a blocked contract.
- Regional chains (Anvar, Small) are a good springboard for sell-through statistics.
- Budget 12–15% of turnover for retro bonuses plus marketing.