17 May 2019

X5’s 15,000th store is Pyaterochka with new design

Moscow, 17 May 2019 – X5 Retail Group N.V. ("X5" or the "Company"), a leading Russian food retailer (LSE and MOEX ticker: "FIVE"), announces the opening of its 15,000th store. Located in Zelenograd, building 1541, the milestone Pyaterochka features elements of the new store design that the Company plans to roll out.

The store boasts Pyaterochka’s updated brand colours, with navigation intended to improve the customer experience and reduce shopping time. The fruits and vegetables area has undergone significant changes in the new store, with modern spot lighting used to emphasise the freshness of goods. The store is also testing a new in-house bakery format offering an extended range of bread and pastries. Baked right in the store, the bread and confectionery products are displayed on shelves with glass partitions that are significantly better at keeping products fresh.

Revamping the design is the first step in upgrading the retail chain as part of an external and internal transformation aimed at improving the customer experience, enhancing service, and placing a greater emphasis on freshness.

Pyaterochka General Director Sergei Goncharov commented:

"Pyaterochka has delivered exceptional performance in Russia’s food retail market, topping the convenience store segment with over 12 million customers shopping at our stores daily and over 70 million unique customers each quarter. As Pyaterochka continues to evolve and develop, we strive to increase the number of loyal guests, whom we put at the centre of everything we do. Our aim is to make qualitative improvements to the shopping experience and earn our customers’ trust, making Pyaterochka a more caring, practical, and convenient store that is recognised for its fresh assortment."

With a sales area of over 600 sq m, the newly-opened Pyaterochka features some 6,500 SKUs, including locally-sourced products. The store has seven checkout lanes providing for a smooth shopping experience. The opening of the store helped create 22 new jobs. Pyaterochka employs more than 13,500 people in over 950 stores in Moscow.