French retailer Auchan has announced that it is rebranding its Nasha Raduga (Our Rainbow) hypermarkets in Russia to Kashdy Den (Every Day), reports Lebensmittel Zeitung.
The retailer says that "the brand is known by the clientele of these stores, and it will attract more clients". It is currently testing the new branding at one hypermarket in the city of Kovrov, and if the trial proves successful, all hypermarkets will be rebranded.
'Quality Endorsement'
Lebensmittel Zeitung's senior retail analyst, Gildas Aitamer, said that the retailer will benefit from "the quality endorsement and price image associated with Kashy Den", which is Auchan's economy private label line in Russia.
"We see Nasha Raduga as the culmination of the retailer's 'discount' strategy at its hypermarkets in eastern Europe," he added. "To us, the concept is seemingly inspired by Belgian banner Colruyt, but has been adapted to the Russian market."
"Alongside loose staple goods, the offering comprises an entry-price item, a private label, and a brand for each consumer need. Among other cost-cutting measures, the store is exclusively self-service and features only self-checkouts."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
