OREANDA-NEWS. DIXY Group presented its new private label product line under "Д"-brand at RIA Novosti press center. DIXY Group President and CEO, Ilya Yakubson, introduced the first 65 "Д"-brand products to the journalists and producers.

In 2005, DIXY Group started to sell private labels under numerous umbrella brands. Overall, about 40 brands had been launched in various product categories: dairy, meat and sausages, confectionery, seafood and fish, and other food and non-food products.

In autumn 2012, DIXY Group started a new strategy to develop its own private labels under DIXY brand - "Д"-brand. This private label program is considered to be one of the Company’s main strategic initiatives, as well as an effective marketing tool in order to implement the Group’s mid-term strategic plans.

"The new private label strategy means a different approach to our partnership with the suppliers, as well as an unprecedented level of products’ quality control and standards in the Russian retail market", - stated DIXY President and CEO, Ilya Yakubson.

Currently, the Company sells more than 60 "Д"-brand products in DIXY stores. During the next two years, the Company plans to increase this number up to 200 SKUs, totaling the share of all private label products in DIXY neighborhood stores revenue to 15%.

"We consider "Д"-brand to be a sound reason for the customers to open our "orange" door, choosing DIXY stores for everyday family shopping. Our "Д"-brand private label strategy is the strategy of differentiation: "Д"-brand products are not the first-price products, but the top-quality products offered at a fair price. They are normally 10-40% cheaper compared to the market leaders, but of the same or even better quality", - pointed out DIXY Marketing Director, Danny Perekalsky.

In order to guarantee this level of quality 20 000 blind product tastings were held in 2012, which is a unique approach for the Russian retail market. The sustainability of the private labels quality is a core distinctive feature of "Д"-brand. The Company sets very high requirements for the manufacturers and carries out regular audits of the production process striving for the perfection of the products’ quality.

Alexey Skorokhodov, CEO and the owner of Moscow Nut Company, comments: "DIXY Group sets the highest quality standards which only a limited number of Russian manufacturers can meet. Our mutual efforts to develop "Д"-brand product line became a basis for the successful and long-term partnership between our companies".