Chizhik (discounter chain)

History

2021: Launch of 10 stores

In early June 2021, X5 Group announced the development of the Chizhik discounter chain. 10 points were launched, and by the end of 2021 it is planned to open 45.

The chief executive officer of the company, Igor Shekhterman, told RBC about this. He called the new stores "hard discounters."

The first stores of the Chizhik chain were opened in the Moscow region. Their retail area is about 250 square meters. m, and the assortment is about 800 items. The emphasis in the new format is on its own brands - in the target model their share will be 60%. Predominantly, stores will offer food, as well as some consumer goods at low prices or "below average."

X5 Group launches Chizhik network of "hard discounters"

Earlier at a conference for investors, Vladimir Salakhutdinov, director of strategy for the X5 group, said that the Chizhik brand should be "positive, friendly and forming positive emotions."

We took the best that foreign discounter models have, adding the best technological know-how that X5 has, - said Salakhutdinov.

There are several hard discounter networks in Russia, but none of them today meets the business model that will be implemented in Chizhik, the top manager added. According to Salakhutdinov, the distinctive features of the group's new project are not only low prices, but also a high share of STM.

This is a brand name for products of high, decent quality, says an X5 representative. - We cannot be compared with other players who work according to the promotion model, offering goods at reduced prices.

The retailer plans to develop Chizhik to the scale of the federal retail network, comparable in number of stores with Pyaterochka and Perekrestok^[1]

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