OREANDA-NEWS. November 24, 2011. The fifth Lenta trade store was opened with a formal ceremony in Novosibirsk on the 12th November. This store is the forty-first one of the whole chain. The store takes 12,000 m2 and is located in Kirovsky District, Petukhova street, 73. 912 million rubles has been invested in store construction

A new design has been applied to the new store, which is the fifth one located in the capital of Siberia.

The approved concept has improved the internal structure of trade area; inter alia a new system of racks has been implemented to optimize the trade space. They save more space and consist of more shelves so that the area of goods display is enlarged and warehousing costs are optimized. Rack space optimization provides more light for the trade area and gives the sense of the larger space.

Our Russian customers trend to follow healthy nutrition policy and to eat a lot of fresh vegetables and fruit. That is why in our trade store on Petukhova street, 73 we have moved the location of this target group of products, fruit and vegetables. Now the products are displayed in the centre of the trade area.

The fifth Lenta store in Novosibirsk is a kind of a store in a store: there is a special section of beauty and perfumery products with more than 1,000 items of make up, mothers and children can find goods for them in the same section, men can find goods for them in section of automobile products and sports & leisure section.

The space around the cash desks has been also improved, now a coffee-room is located there under "Home-cooked Meals in Lenta Store" brand.

The store has a modern design. Blue and yellow colors have become deeper and richer. Visual solutions along with utility provide specific European style and give a sense of reliability and confidence, bright informative signs help to improve navigation and to create holiday atmosphere.

The changes have applied to the graphic items of corporate design and trade area merchandising principles only. The company is still committed to be the hypermarket chain, which provides reasonably priced goods of high quality (including these manufactured by the local producers).