Lenta Commences Sale Of Pirkka Branded Products In Stores
Following its purchase of 11 hypermarkets operated by Finnish retailer Kesko in 2016, Lenta has announced that it will commence offering Kesko’s Pirkka private label products in its stores across St. Petersburg, Petrozavodsk, and Murmansk.
Lenta will offer a range of 80 SKUs in the categories of dry food, confectionery, and household chemicals, as per a partnership agreement between the two operators.
All products are manufactured to high Finnish quality standards, and are ‘already known and loved’ by residents in the St. Petersburg region, Lenta said in a statement.
“We are pleased to announce the return of the Pirkka brand to St. Petersburg,” said Herman Tinga, Lenta’s commercial director. “These are high-quality products from Finland that have already earned their reputation as the ‘Finnish quality benchmark’. We know that these products are widely popular in St. Petersburg, and we are happy to provide our customers with their preferred ranges at competitive prices.”
Tinga added that Lenta plans to increase its number of private label SKUs by around 30% this year, “including through beefing up our ranges of exclusive food products that are not to be found in other retail chains. We expect this will make our stores even more attractive to our customers.”
Lenta purchased 11 hypermarkets of Kesko in Saint-Petersburg previously operated under the K-Ruoka brand at the end of 2016.
Lenta operates 217 hypermarkets in 79 cities across Russia and 72 supermarkets in Moscow, St. Petersburg, Novosibirsk, Yekaterinburg and the Central region.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.