On September 13 and 14, Dimash Qudaibergen’s solo concerts resounded in Astana. The title partner of the project was the SMALL&SPAR retail chain. Today, DimashNews speaks with the company’s director, Maksim Abdurazakov, about the development of their business and the history of their collaboration with the DimashAli creative center.

SMALL&SPAR, one of Kazakhstan’s largest retail chains, is celebrating its 25th anniversary. The first SMALL store opened in Almaty in 1999. Today, the SMALL&SPAR retail chain includes more than 145 stores in 17 cities across the country, offering a wide range of everyday products at affordable prices. The company’s product range exceeds 40,000 items, and more than 12,000 people are employed by the company.

DN: Your company’s slogan, “Everyone Shops at SMALL,” highlights the importance of customer relations, aiming to become the preferred choice for all shoppers. Could you please tell us about your company’s strategy in this regard?

The slogan “Everyone Shops at SMALL” reflects our primary goal — to become the top choice for every customer. We are always focused on providing a high level of service, a wide range of products, and affordable prices. It’s important for us to meet the diverse needs of our customers.

DN: SMALL&SPAR is introducing updated store formats that emphasize design and a cozy atmosphere while offering affordable products. Could you elaborate on the company’s strategy and future plans?

The most important aspect of our work is improving the shopping experience, focusing on the needs and expectations of our consumers. We actively expand our assortment with products from local producers, supporting local suppliers while offering fresh, high-quality goods to our customers. Our company’s logistics infrastructure allows us to work directly with foreign manufacturers, ensuring competitive prices. Another key focus is developing our own private label (PL) brands. Our brands — “Vygodno,” “Strana Traditsiy,” “Fish Master,” “White Home,” and “Shashu” — offer excellent value for money, making shopping more accessible and beneficial.

We strive to create comfortable conditions for our customers. The company strictly adheres to customer-oriented standards and continuously works on process improvement and creating a comfortable shopping environment. In the renovated SMALL&SPAR stores, we’ve paid special attention to creating a pleasant atmosphere. Customers can enjoy freshly prepared dishes from our open kitchen food spaces, find an expanded range of products on the shelves, and take advantage of regular discounts and promotions across the network. We continue to update our stores by integrating new technologies to enhance service levels. It’s important to us that the shopping experience is convenient, comfortable, and enjoyable for every customer.

DN: The SMALL’s YouTube channel regularly features episodes of the project “Our Kazakhstan,” introducing viewers to remarkable individuals, unique history, and the country’s amazing cultural traditions. How did this project come about, and what is its focus?

The “Our Kazakhstan” project was born out of our desire to support and popularize Kazakhstan’s culture and history. We wanted to create a platform that would showcase not only the country’s rich cultural heritage but also the inspiring stories shaping its future. The main goal of the project is to unite people through their shared roots and demonstrate how unique and diverse Kazakhstan truly is. For us, this is not just a media product but a way to contribute to the preservation of national culture.

DN: SMALL&SPAR became the title sponsor of Dimash Qudaibergen’s solo concerts in Astana. Before this, you collaborated on the music video for the song “When I’ve Got You.” What draws you to Dimash’s work, and why did you decide to partner with the DimashAli creative center?

The idea of collaborating with the DimashAli Creative Center came naturally since Dimash Qudaibergen’s work inspires millions of people worldwide. We see him as a symbol of our country, proudly representing Kazakhstan on the international stage, and we are proud to support such a talent. What particularly attracts us is his ability to carry our country’s cultural values to a global audience while staying sincere and true to his roots.

Our collaboration began with the music video project for “When I’ve Got You,” and this experience showed how much Dimash’s creativity aligns with our values. We are proud to have become the title partner of Dimash’s solo concerts in Astana as part of a large-scale advertising campaign marking SMALL&SPAR’s 25th anniversary.

Our partnership with DimashAli is a shared effort to show the world that Kazakhstan is a country with immense cultural and creative potential.

DN: Thank you for your collaboration and support of the DimashAli Creative Center’s work. We wish you prosperity, creative ideas, successful decisions, and sustainable growth.