5 element (chain of stores)

The network was founded in 1996 . The first store opened in Minsk on the street. Kulman. For a long time it was known as the BOSCH store. In 2005 , two new stores opened - in Minsk under the name Sony, as well as in Grodno under the name Samsung. The opening of the fourth network store in Mogilev is already under the brand name “5th Element”.

In the period from 2006 to 2018, 50 new “5 ELEMENT” stores were opened, including an online store ^[2] .

In 2011 , the company restyled ^[3] . A program was launched to create stores in a new format, significantly different from the previous ones - “ideal” stores.

At the moment, the network has 50 stores (including an online store) in 31 cities of Belarus and is the largest network of electronics and household appliances in the country.

“5 ELEMENT” was recognized five times as a winner in the framework of the International Festival-Competition “Choice of the Year” - in 2009 ^[4] , 2010 ^[5] , 2012 ^[6] , 2013 ^[7] , 2014 ^[8] and 2015 ^[9] . In 2013, "5 ELEMENT" for the second time was recognized as the best household appliance network according to readers of the Interfax.by portal ^[10] .

“5 ELEMENT” was the first among Belarusian retailers to launch its own referral and information service, accessible by the short number 275 for subscribers of mobile operators, or by the city phone number 8 (017) 359 59 59.

As of 2018, the number of employees is more than 2,000 people.

In stores of the "5 element" network, promotions are constantly held - goods with discounts, gifts, in installments, etc. Each month, customers are offered more than 200 promotional prices for goods in various categories: televisions, laptops, smartphones, washing machines, refrigerators, built-in appliances , small household appliances, as well as accessories and related products. In the stores of the network such products are marked with the “SUPERCENE” price tag, in the online store - with the corresponding sticker. Another advantageous offer is goods that have the optimal combination of “Price-Quality” (indicated by price tags and “RECOMMEND” stickers). Where do these prices come from? Everything is simple. The volume of deliveries for the “5 ELEMENT” network implies additional discounts from manufacturers, they are also transmitted to the buyers of the network. ^[eleven]

All these products can be issued in profitable loans. Partner banks provide many of the loan programs exclusively in the "5 ELEMENT" network. INSTALLMENT OF 0% overpayments is an extremely simple and very popular loan format when not the buyer, but the manufacturer and the shops take upon themselves the payment of interest. ^{[12] [13]}

Also in the “5 ELEMENT” network for the first time in Belarus a Loyalty Program with bonuses has been introduced. As of 2018, the Buyers Club “5 ELEMENT” has more than 1,300,000 buyers. ^{[14] [15]}

The company is owned and operated by CJSC Patio.

In January 2019, one of the key owners of the Patio company, which controls the 5 Element network, Yevgeny Novoseletsky died as a result of a car collision on the highway. ^[sixteen]

Director - Maxim Morozov ^[17] .

The company has changed 1 logo. The current logo is the 2nd in a row.

• Until 2011, the red logo was used with the words "FIFTH ELEMENT", large Roman and Arabic numerals 5.
• Since 2011, the logo in the form of the Arabic numeral "5" and the word "ELEMENT" is made in black and red.