Leading Russian retailer X5 Retail Group is to launch of a hypermarket concept under the Mercado Supercenter banner.
It plans to open the first Mercado Supercenter in June in Lipetsk.
X5 said it had developed the concept by following best practice and expertise of the most successful European retailers, while also taking into account characteristics of the Russian retail market and consumers.
It said the Mercado Supercenter stores would offer a list of products based on local market preferences, a balanced assortment of food and non-food goods and a private-label bakery and deli, as well as other services in line with other major European chains.
"We see great potential for our new hypermarket format in Russia," said X5 chief operating officer Antonio Melo. "Success cannot simply be based on low prices and wide assortment, but rather the ability to offer our customers a unique shopping experience and the highest level of service."

The Lipetsk store, a re-developed My outlet, will have a total sales area of 6,000 sq m. It will carry around 40,000 SKUs and will also have a café and a children's play area.
From June onwards, all new hypermarkets with a floor space of 6,000 to 12,000 sq m will be opened under the Mercado Supercenter brand, X5 said.