X5 to launch New Premium Supermarket Concept Under the
01 Apr 2008
Moscow, April 1, 2008 – X5 Retail Group N.V., Russia’s largest food retailer by sales volume, announced the launch of a new premium-class supermarket concept under the “Green Perekrestok” brand name. The first branded store is scheduled to open in July 2008.
Green Perekrestok supermarkets will offer a high level of service and a unique assortment of products that target customers with discriminating tastes. The main competitive advantages of Green Perekrestok supermarkets will be the opportunity to purchase both everyday necessities and select exclusive goods. Customers will be offered a wide assortment of high-quality prepared foods and a broad range of additional services, including individual consultations for gourmet products such as cheese, fish, meat, wine and liquor. The stores will have their own bakeries and delis, and at checkout purchases will be bagged for the customers.
In commenting about the launch of Green Perekrestok, X5 Retail Group’s Chief Operational Officer Antonio Melo said:
“Thanks to the impressive development of the Russian economy over the last several years, the prosperity of many Russians has grown steadily, and this indisputably positive factor enables us to extend our service offering, in line with our multi-format strategy. According to estimates, there are thousands of consumers in the premium goods segment in large cities and individual regions. We are launching the Green Perekrestok project with these customers in mind. The premium class format has only recently emerged in the Russian market, but it is already successful and we intend to take a leadership position in this segment as well, through the Green Perekrestok supermarket concept. We aim to build strong customer loyalty by offering a high level of service, a broad assortment of exclusive products, conveniently located stores, and a distinguished contemporary design in the stores that creates a warm and comfortable atmosphere.”
The first Green Perekrestok store will open in Rostov-on-the-Don in the Astor Plaza shopping center, where an existing Perekrestok supermarket will be re-branded. The new store’s selling area will be 1,400 sq. m. and the product assortment will include approximately 14,000 SKUs.
In the future, new premium class supermarkets will be opened after either re-branding existing Perekrestok stores or acquiring new spaces.
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