M.Video-Eldorado is merging chains under the new Eldorado + M.Video brand in order to increase their cost-effectiveness. The company is merging loyalty programs, and the stores will also share a common stock of appliances. This decision will allow to close some of the stores at least where the brands are present in one mall, and the company will do this, according to market participants. Combined outlets have already been launched in Togliatti and Ryazan.