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Russia: Lenta started testing a discount format

Russia`s hypermarket grocery chain Lenta (owned by Severgroup) has decided to enter the segment of discount retail stores, after X5 and Magnit. Lenta will develop a chain of discounters called 365+. At the moment, the company has already launched the first two stores in Novosibirsk and Barnaul. Both stores were opened on the site of former Lenta stores after renovation. The sales area of ​​the discounter is about 375 sq. m, the assortment 1,300 commodity articles, of which 60% fall on the chain 's own 365 private label brand trademark (click here for more on PL), and the rest local and most popular national brands.

After an experimental testing period of the discounter format, Lenta's management will make a decision on further development of the format during the first half of 2021. Lenta currently operates 253 hypermarkets in 88 cities of Russia and 140 supermarkets in Moscow, St. Petersburg, Siberia, the Urals and Central regions.

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