X5 Retail Group NV is Russia's one of the leading retailers. As of FY2021, the Group operated a retail chain of 19,121 proximity stores, supermarkets, hypermarkets, hard discounters, online hypermarket stores, and dark kitchens under the brand names Perekrestok, Pyaterochka, Karusel, Perekrestok Vprok, Chizhik, and Mnogo Lososya (each representing separate format) in major population centers in Russia, including Moscow, St. Petersburg, Nizhniy Novgorod, Rostovon-Don, Kazan, Samara, Lipetsk, Chelyabinsk, Perm, Ekaterinburg. X5 also operates its distribution centers in the Central Federal region, Volga Federal region, Ural Federal region, North-Western Federal region, and Siberian Federal region across Russia.
In FY2021, X5’s revenue increased by 11.5% YoY driven by Pyaterochka, the company’s proximity store format. Pyaterochka’s net retail sales rose by 12.3% YoY, driven by a 5.6% increase in LFL (like-for-like) sales and a 6.7% contribution to sales growth from a 7.7% expansion in selling space in FY2021. LFL traffic increased by 1.4% YoY, while the LFL basket grew by 4.1% YoY.
Perekrestok is the largest supermarket business in Russia, with 990 stores and net retail sales of RUB349 billion as of FY2021 YoY. Perekrestok was also Russia’s first supermarket chain, established in 1995. Online businesses are also a key part of the Perekrestok CVP, having 5 Post pickup points and express delivery from stores of all integrated parts of the supermarket’s business. Perekrestok had 14.4 million loyal customers in FY2021 and serviced on average 1.7 million customers every day. Perekrestok delivered 3.8% LFL sales growth YoY in FY2021.
Pyaterochka operates conveniently located proximity stores and is Russia’s largest food retailer on a stand-alone basis, with 17,972 stores and net retail sales of RUB1.8 trillion in FY2021 YoY. The format’s focus is on being Russia’s trusted source of affordable and high-quality food. Pyaterochka express delivery lets customers get the goods they need to be delivered to their doorstep from a nearby store. Pyaterochka had 47.1 million loyal customers in FY2021 and serviced on average 13.8 million customers every day.
Karusel was established in 2004 and operates compact hypermarkets that are usually within city limits. With the development of e-commerce businesses in Russia, much of hypermarkets’ non-food space has become obsolete, and customers are opting to do more of their food shopping locally. In 2019, X5 Group decided to downsize the format by closing and/or transferring suitable stores to Perekrestok management. As a result, the Karusel stores were reduced to 33 in FY2021 from 56 in number in FY2020 YoY. Karusel experienced a 43% decline in net retail sales, driven by downsizing as part of the format’s transformation program.
Perekrestok Vprok is an online hypermarket that aims to address demand from customers looking to stock up on groceries and FMCG, with the convenience of delivery to their door or to specially equipped parcel lockers at X5 Group stores. With service in 74 regions, the online hypermarket delivers large orders to customers’ doors or, from FY2021 to specially equipped 5Post lockers outside of core service regions. 5Post is a last-mile delivery service established in 2019 that enables e-commerce providers and other X5 digital businesses to deliver goods to parcel lockers, cashier desks and/or pickup points located at X5 stores. As of FY2021, 5Post had 22.6 thousand pickup points in 17.3 thousand locations across 66 regions of Russia.Net sales for Vprok.ru Perekrestok, increased by 13.4% in FY2021, driven mostly by selling space expansion and a recovery at stores located in shopping malls after the lockdown restrictions were lifted during the year.
Chizhik is X5 Group’s new hard discounter format and was operating 72 stores as of FY2021, with net retail sales of RUB 2.9 billion up 59% YoY. Its new everyday low-price (EDLP) concept focuses on a limited assortment of essential goods, with a high share of private labels that have been developed with the help of customer feedback. This customer engagement has helped generate trust in the new low-price brand. Chizhik serviced on average 16 thousand customers every day. The group plans to open 300 stores in FY2022.
In March 2021, Mnogo Lososya became part of X5 Group. As on FY2021, Mnogo Lososya was operating 50 kitchens (including two franchisees) and 76 cafe points in Moscow's Perekrestok stores, as well as a mobile app and a software suite supporting key business processes such as food preparation and delivery. The business unit’s portfolio currently has three brands - A dark kitchen that produces over 200 ready-to-eat SKUs under the Mnogo Lososya, Ten Ideal Pizzas, and Rolls No. 1 brands. Customers can place orders using both the company's own Mnogo Lososya app or through delivery aggregators. The business managed to exceed its FY2021 revenue goal by around 20% due to the implementation in full of its development program and strong demand from customers for its ready-to-eat hot meal offering.
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