X5 Retail Group, the Russian grocer, has launched its first hypermarket under the Mercado Supercenter banner in Lipetsk.


The creation of the new banner resulted from the rebranding of "My" hypermarkets, which were acquired as part of the Korzinka deal in 2007.


"Hypermarkets are very important to us as we see this market as a big growth opportunity," a spokesperson for Russia's biggest retailer by sales told just-food. "To drive growth of the My hypermarkets, we rebranded and restyled them to increase consumer appeal."


The new store has a net selling space of 6,000 square metres and offers around 40,000 SKUs. About 30% of products offered are non-food items, X5 said. About 20% of products come from local manufacturers.


"Clearly we do not plan to stop where we are - this is just the first step in execution of our strategy of rolling-out Mercado Supercenters across European Russia and Urals," Antonio Melo, X5's chief operating officer, said.