X5 Retail has said that it will retain the recently acquired Karusel brand as the banner for all of the group’s hypermarket outlets.
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On 25 June X5 announced the acquisition of Karusel, which related to all outstanding shares and certain intellectual property – including the Karusel brand.
X5 had initially planned to rebrand the stores. However, following analysis of brand awareness and customer loyalty to the Karusel brand the Russian retailer has revised its opinion.
All new hypermarkets will be opened under the Karusel brand, while rebranding of existing stores will be done gradually, X5 said.
“The decision to retain the brand will enable X5 to optimise the Karusel integration process, while a single brand for all hypermarkets means more efficiency in terms of operating the stores and clearer value proposition for the customers,” X5 said.
