X5 Retail Group has begun to develop the brand of discounter “Kopeyka” instead of developing the same format under the brand name “Pyatorochka mini”. All seven discounters “Pyatorochka mini” were rebranded as “Kopeyka.”
Small supermarkets show the most dynamic growth in X5 Retail Group revenues. The company bought “Kopeyka” from “Uralsib” owner Nikolai Tsvetkov in the end of 2010. There were more than 600 discount stores. In 2011, the retailer decided what to do with the trademark, even considering the option of selling it, but in the end they began to develop it.
Now there are 20 stores in Moscow and the region. The average area of these stores is 200 square meters, number of products is 3,000-3,500.
Source: www.retailer.ru