X5 has decided to unify the concepts of “Blue” and “Green” Perekrestok under a single brand. The first store based on the new concept will open in the fall of 2014.
• The unification includes the establishment of an improved and unified assortment matrix, enhanced customer service, appropriate pricing, better quality control and improved store design and lay-out.
• The new Perekrestok will run under three sub-formats which are defined by selling space of 800 square meters (sq m), 1,000 sq m and 1,500 sq m stores and in all appropriate sites, including stand-alone stores, shopping malls and street retail locations
• This initiative will be accompanied by a new advertising campaign, “Fresh Perekrestok”, which has been running on TV, radio, and billboards since 17 June 2014 and is designed to introduce customers to the new corporate style, logo and branding.