From Selling Meat at the Market to “Belly Maisto namai”: a business born out of trust.

Fifteen years ago, when Jonava resident Magomed Velijev lost his job in construction, he had no business plans—he simply started selling meat at the market. Today, the “Belly Food House” brand he founded operates in three Lithuanian cities. This expansion story isn’t about sudden success but rather about steady growth, practical decisions, and a partnership that, according to Magomed himself, allowed him “not only to survive but also to calmly dive into deeper waters.”

Magomed entered the food sector not out of passion but out of necessity. In 2010, after leaving the declining construction industry, he decided to change direction. Since he had been familiar with farming since childhood—his parents worked in livestock—the choice wasn’t entirely foreign.

He opened his first meat shop in Kaunas. After a couple of years, the business took off, and he wanted to expand. In 2012, the opportunity came: the renovated “Giraitė” market was opened in Kėdainiai, developed by “Baltisches Haus.”

“Together we came up with a project—to open a butcher shop offering not only premium meats but also meat products. I began refining recipes, preparing various dishes, and gradually everything started to grow—I needed more space, hired more staff,” Magomed recalls. He applied the same concept in a second location, Alytus, at the “Žuvintas” market, also developed by “Baltisches Haus.” Both cities were geographically convenient for him, and feeling strong community support, he realized he could grow even more.

From “Magomed’s Butcher Shop” to “Belly Maisto namai”

With the new phase of growth came a broader business concept—shifting from just raw meat sales to preparing hot meals on-site for immediate consumption—thus, a new, modern brand name was needed to reflect what the business had become.

“We used to be simply ‘Magomed’s Butcher Shop,’ but that no longer captured everything we were doing. We started with meat, but now we offer the full spectrum—from fresh cuts to ready-to-eat meals. My wife and I thought—everything is really about the belly. You cook so people can eat well. That’s how ‘Belly Food House’ was born in 2021—a simple, catchy, yet modern name,” says Magomed.

The brand transformation was a strategic shift initiated and supported by the “Baltisches Haus” team, which helped shape a clearer direction for refining existing locations and developing new ones.

Growth is Hard to Imagine Without a Partner

This year, Magomed’s business gained even more momentum. At the end of April, a second “Belly Food House” branch opened in Alytus, with 230 sq. m of space in the “IKI” shopping center on Jaunimo St. 24. In May, Kėdainiai welcomed an expanded 500 sq. m location at the newly renovated “Rimi” supermarket-format center on Basanavičiaus St. 80.

Soon, another “Belly Food House” is expected to open in a new city—Marijampolė. Last year, Magomed had 18 employees; now there are 60, with plans to increase to 85.

“The more you expand, the bigger the challenges—especially when opening three locations at once. Our operations require specific solutions—from drainage traps and high electrical capacity to grease interceptors—and estimating growing needs isn’t easy. Not to mention the ability to implement everything. That’s where the partnership with ‘Baltisches Haus’ is essential—they listen to our needs, help adapt the premises accordingly, provide construction experts, offer consultations, and assist when difficulties arise. With our concept, expansion would be nearly impossible without such a partnership,” says Magomed.

Growth Based on Trust

According to Aidas Gruodis, head of the leasing department at “Baltisches Haus,” one of Lithuania’s largest retail real estate managers, such partnerships are not born from business plans or market analysis but from mutual trust. And successful regional projects often begin with small but passionate entrepreneurs.

“When a business is just starting, it usually begins in smaller, lower-risk locations. But if we see potential and trust the idea, we provide room for growth. We started working with Magomed when he was selling meat at the market. Over time, we saw him expand his range, noticed increasing customer flows—and that created a natural foundation to offer him more space. We believed not only in what he was doing but in where his business was headed,” Gruodis explains.

“Baltisches Haus” strategically proposed first strengthening his presence in regional areas. “We don’t support businesses with money but with timing, knowledge, expert recommendations, and legal advice. This means a lot to a business investing in equipment and planning to stay long-term. Such partnerships create mutual value,” says the company representative.

Advice for Businesses Planning to Expand

As a business grows, it inevitably faces questions not only about the scale of expansion but also where and how it should occur. These decisions influence not just months but years—especially concerning premises, infrastructure, and long-term commitments. Aidas Gruodis head of  real estate at “Baltisches Haus,” who works with businesses of all sizes across Lithuania, shares insights to help assess whether a business is ready to grow—and what conditions are truly necessary.

1. Sustainable beginnings start with the right conditions.
Expansion doesn’t have to start with maximum scale or in a premium location. Often, the real value lies in the ability to grow gradually. What matters most are the starting conditions that match the business’s current maturity level, allowing it not just to survive, but to grow sustainably along a rational development path.

2. Don’t let technical details become dead ends.
Growing businesses often try to handle everything on their own—and that’s natural. But at a certain stage, it’s crucial to have a partner who not only rents out space but also understands the technical, legal, and operational nuances. This kind of collaboration helps avoid costly mistakes down the road.

3. Every business has its own path.
Expansion isn’t a one-size-fits-all formula or pace. Sometimes it’s worth moving quickly, other times it’s better to strengthen what’s already built. That’s why it’s important to have a partner who helps you look strategically—not just at square meters, but at the relationship between time, investment, and business maturity. Our experience shows that such discussions—about timing, location, and scale—often play a key role in long-term success.