OREANDA-NEWS. On November 01, 2007 Rating agency Interbrand Zintzmeyer & Lux AG and weekly magazine BusinessWeek Russia released their third annual rating of the 40 most valuable Russian brands, and for the first time Russian retail chain Pyaterochka was on the list, reported the press-centre of X5 Retail Group N.V.

Brand value is determined according to a methodology developed by Interbrand Corp., the parent company of Interbrand Zintzmeyer & Lux AG. The rating’s main criterion is the profit share that the company receives due to its brand. The agency also considers the level of influence the brand has on the company’s non-material assets, its market positioning, and any risks associated with it.

The Pyaterochka chain placed tenth in the ratings, which demonstrated a 14 percent growth in the brand’s value over the last year. X5 Retail Group’s Head of Corporate Communications Gennady Frolov said, “The main components of the Pyaterochka brand’s success are twofold: striving to constantly develop and the company’s active social policy.” He also emphasized the importance of the company’s slogan “The closest, lowest prices,” which “completely corresponds to the central principle behind the Pyaterochka chain and positively influences our customers’ brand loyalty.”

Note to Editors:
X5 Retail Group N.V. is Russia's largest food retailer in terms of sales. As of 30 September 2007, the Group had 573 company-managed soft discount stores located in Moscow (256), St. Petersburg (234) and other Russian areas (83), 163 company managed supermarkets across Central Russia and Ukraine, including 101 stores in Moscow (Moscow region and Yaroslavl region), and 13 company managed hypermarkets.

As of 30 September 2007, X5’s franchisees operated 627 stores across Russia and Kazakhstan.

Pyaterochka and Perekrestok have merged their operations as of 18 May 2006 to create the clear leader in the Russian food retail market.  

The Group’s Net sales for the 1H 2007 were US$ 2,348 million, up +49% vs. 1H 2006. Pyaterochka chain provided US$ 1,306 million of net sales; the Perekrestok chain contributed US$ 1,042 million of net sales.