S ergey Shnayder is a Russian retail entrepreneur and a co-founder of the Svetofor chain of hard discount grocery stores, which operates internationally under the name Mere. A highly secretive figure, Shnayder and his family have built one of Russia's largest and most successful retail empires by adhering to a relentlessly frugal business model. The first Svetofor store was opened in Krasnoyarsk, Siberia, in 2009.

The company's strategy is extreme cost-cutting. Stores are typically located in basic, warehouse-style buildings in low-rent areas. Products are often displayed on pallets and in cardboard boxes to save on labor costs for shelving, and the product assortment is limited to a small number of high-turnover items. This 'no-frills' approach allows Svetofor to offer some of the lowest food prices in the market, which has proven immensely popular with budget-conscious consumers. The family has rapidly expanded the chain across Russia and has embarked on an ambitious international expansion into Eastern and Western Europe, a rare feat for a Russian retailer.