Moscow, 4 August 2025 – X5 Group’s Perekrestok supermarket chain has launched its first Perekrestok Select store. This marks a new stage of development for the chain’s customer value proposition, tailored to fully meet the needs of the younger generation and omnichannel shoppers. This compact urban format blends HoReCa and grocery retail, catering to the needs of X5’s customers with a handpicked selection of ready-to-eat meals and daily essentials. The first Perekrestok Select store opened in Moscow at 5 Dolgorukovskaya Street.
“Continuously experimenting, identifying market trends and always striving to remain close to our customers while delivering on our promise to treat them as we do ourselves – all of these aspects are part of our DNA. Perekrestok Select enhances the supermarket model by meeting customer demand for speed, accessibility and ready-made solutions. It offers a unique experience where HoReCa, compact retail, expanded online shopping options and technology all come together under one roof. Fast, queue-free, convenient, and stocked with a carefully selected range of favourite and essential items, it is the kind of place people will want to visit several times a day and find something special just for themselves,” said Raisa Polyakova, Managing Director of Perekrestok.
Perekrestok Select caters to busy, time-pressed urban consumers who value fast service, innovative solutions, an assortment that blends distinctive products with daily necessities, shopping convenience, high quality at fair prices, and a personalised shopping experience. The new format is a response to metropolitan lifestyles. Within a compact space, it combines a café serving delicious coffee and a wide variety of ready-to-eat meals, a grocery store with pre-selected, go-to products, and a 5Post parcel locker for quick delivery pickups.
Perekrestok Select spans up to 400 sqm, making it three times more compact than regular Perekrestok stores. The assortment spans 3,500 to 5,000 SKUs that cover a wide range of customers’ daily needs, delivering on average five times more variety than comparable competitors. Customers can choose from over 700 ready-to-eat options, nutritious grab-and-go snacks and trending new products. Perekrestok Select also offers pastries and bread, wines, fruits, vegetables and non-perishable groceries, as well as perishable items from the fresh and ultrafresh categories.
Perekrestok Select offers delivery services through the Perekrestok app as well as featuring cutting-edge phygital solutions inside the store: these include coffee pre-ordering, instant price checking, and basket-building with real-time cost calculation that factors in personal discounts and bonus points – all before hitting the checkout. The store also houses an electronic wine sommelier that recommends perfect pairings based on occasions and preferences, as well as smart scales that automatically identify products during weighing. The number of these innovations will continue to expand.
Perekrestok Select creates an inspiring emotional space that celebrates bold choices and individual style. The design embraces Select cafés’ signature colour palette – robin egg blue and terracotta – while blending sophisticated textures in finishes and furnishings, including porcelain stoneware, metal, wood and neon accents. Soft contemporary colours and striking wall art complete the aesthetics.
By the end of the year, the chain will launch approximately ten Perekrestok Select stores in test mode across Moscow’s prime urban locations with heavy foot traffic, namely residential developments, business districts and youth-oriented destinations. The store concept will be adapted to individual locations in terms of retail space and product mix.