Russian retailer X5 Retail Group has rebranded all its Perekrestok hypermarkets to operate under the Karusel brand.

The total number of Karusel hypermarkets under X5 management now stands at 47 within the European part of Russia and in the Urals region, in addition to a further store opening in Moscow.

Lev Khasis, X5 Retail Group CEO, said: "Now that we have rebranded all hypermarkets as Karusel, we will focus our efforts on enhancing the format's appeal to consumers particularly in areas that can help them in tougher economic times. This includes pricing strategy, loyalty programmes and assortment."

The company said it has launched a number of advertising and promotional campaigns aimed at strengthening consumer awareness of its 'everything under one roof' and 'low price' concept.