Russia’s largest retailer by sales X5 Retail Group has developed a new retail format operating under the brand name Pyaterochka-Maxi.

Pyaterochka-Maxi is an “economy-class hypermarket” focused on sales of food and non-food items to retail and wholesale customers, X5 said today (18 November). The format is designed to meet the needs of small enterprises and business-to-business customers.

The first Pyaterochka-Maxi opened in Syzran, central Russia, in the Avtobus shopping centre. It has selling space of 3,500sq ft and offers around 7,000 SKUs – around 80% are food focused and 20% non-food.

X5 Retail said the main competitive advantage of Pyaterochka-Maxi is “price leadership”. The retailer said it will offer the “best prices” by monitoring its competitors and “meeting or beating them on every item”. Wholesale bulk purchases will be entitled to an additional volume discount of around 10% to 15%.

Lev Khasis, CEO of X5 Retail Group, said: “Pyaterochka-Maxi is a format specially developed for Russian regions including small cities with population of 50 thousand or more. This new economy-class hypermarket format will enable X5 to enter new markets and reach low income customers that are under-served by the competition. We are excited about the launch of Pyaterochka-Maxi and are confident that over time it will be as popular as Pyaterochka.”