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Х5 and VimpelCom Agree to Open over 1,600 Mobile Phone Outlets in Pyaterochka Stores by the end of 2017

September 29, 2016. TAG: Retail Trade

X5 Retail Group N.V. ("X5" or "the Company"), a leading Russian food retailer (LSE ticker: “FIVE”), announces the signing of a cooperation agreement between Pyaterochka and VimpelCom.

The first stage entails the opening of 950 Beeline branded outlets and points of sale in Pyaterochka stores this year. The project will span 20 Russian regions, with over 500 points of sale to be opened in the Moscow and St. Petersburg metropolitan areas. By the end of 2017, the total number of Beeline outlets and points of sale in Pyaterochka stores is due to exceed 1,600.

Beeline outlets will be located near the checkout area, outside of the Pyaterochka shopping area, and will include both full-scale telecom stores or small-format service desks and counters. The offering will depend on format: Beeline counters will sell the key tariff plans and process requests for equipment delivery and mobile number transfer, while stores will also have equipment available for sale.

The partnership will boost traffic and conversion thanks to the additional services offered to customers. On top of that, the Pyaterochka agreement will provide Beeline with new opportunities to scale up its business as the national food retailer continues its rapid expansion with new stores.

Projects like this are part of Pyaterochka's strategy for developing partnerships in high-value segments of additional services, which, in addition to mobile phone stores, also include pharmacies, children’s stores, repair and service kiosks, and bakers.​​

X5 Retail Group

X5 Retail Group is the leading food retailer in Russia. X5 shares are listed on London Stock Echange (LSE) in the form of Global Depositary Receipts. The Company operates several retail formats, including the chain of conveniently located proximity stores under the Pyaterochka brand, the supermarket chain under the Perekrestok brand, the hypermarket chain under the Karusel brand and Express convenience stores.