OREANDA-NEWS. October 27, 2011. Peter Kostygov, Director of Private Label of "Lenta", has been recognized best expert in work with own brands in retail, following the results of the year 2010 and the first half of the year 2011.

Within the framework of the forum "Private Label" organized by Congress-exhibition company "Empire" and the analytical agency INFOLine , which have been held in Moscow in the period from September, 14 -September 15th, the leading Russian retailers were given their awards in various nominations.

For the first time in Russia, agency INFOLine has made a rating of the retail chains are engaged in development of Private Label, having estimated the results of work in various indicators: share of own brands in the chains’ profits in 2010 and 2011 (in %), share of own brands in total SKU, total amount of sales of the goods under own brands and of some other parameters.

Peter Kostygov, when answering to the question of the rating-makers at a press conference held within the framework of the award ceremony, has commented on the secret of Lenta’s success: "Success is made up of several factors. One of the major is orientation to the buyer. It is always necessary to remember that we work for the buyer, to be within the market trends, and to anticipate the buyer’s expectations, forming fine- quality offer. The important factor of achievement of success is the team work aimed at achievement of the result – on the one hand, creative, and, on the other hand, with the business processes in view".

Rating INFOLine Private Label Profi has united the already existing and the most successful experts of own brands work in Russia, generalized the experience of the companies which achieved the highest results in this direction, and have learnt to take the essential benefits for business development therefrom.