X5 Retail Group, the largest Russian grocery retailer, has successfully completed the integration of 103 acquired Pokupochka stores located in Samara Province into the Pyaterochka discount chain, X5’s proximity store format. The Pokupochka grocery outlets were taken over by X5 in October 2014 and the integration process, including refurbishment and rebranding in-line with the new Pyaterochka concept, was launched in November 2014. The last Pokupochka store was rebranded to Pyaterochka in mid-April 2015.
The launch of the new Pyaterochka discount outlets in Samara Province will provide more opportunities for local producers to sell and promote their goods. In Samara Province, the share of local deliverers in X5’s product mix accounts for approximately 30-35% and is as high as 70-90% in selected categories of goods, namely bakery and confectionery, grocery and dairy products.
Currently, X5 has 281 Pyaterochka discounters in Samara Province. The group also operates 16 Perekrestok supermarkets and five Karusel hypermarkets in this region.