OREANDA-NEWS. On 06 March 2008 X5 Retail Group N.V., Russia's largest food retailer in terms of sales, announced the launch of the Group’s new hypermarket concept under the Mercado Supercenter brand and detailed its plans to open the first Mercado store in June 2008.

X5 Group has developed the Mercado Supercenter concept based on the best practice and expertise of most successful European retailers, while also taking local dynamics and the likes and dislikes of Russian consumers into account. The major advantages of Mercado Supercenter stores for customers will include low prices, a list of products based on local market preferences, a balanced assortment of food and non-food goods, a customer-friendly layout for the stores, a private label bakery and deli, and ample parking, as well as additional services and attractions developed in line with European retail standards.

Commenting on the Mercado Supercenter project, Antonio Melo, COO of X5 Retail Group, said:

“We see great potential for our new hypermarket format in Russia. At the same time, careful development and perfect execution of the store concept and its value positioning for customers is absolutely critical for success of large format stores. Success cannot simply be based on low prices and wide assortment, but rather the ability to offer our customers a unique shopping experience and the highest level of service. We sincerely hope that the new, modern Mercado Supercenter hypermarkets will provide such an experience for our customers and that the brand’s success will further strengthen the Group’s competitive position.”

The first hypermarket under the Mercado Supercenter brand will open on 1006 Gagarin St. in Lipetsk with a total floor space of 6000 sq. m. The store will offer approximately 40,000 SKUs and customers will also be able to enjoy a cafй and a kids’ room. The opening will be the result of rebranding the My hypermarket that X5 Group acquired when it purchased the Korzinka chain.

After opening its first store in Lipetsk, all new hypermarkets with a floor space of 6,000-12,000 sq. m will be opened under the Mercado Supercenter brand.