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Lenta introduces Bonvida, its first private label aimed at the small business customer

Saint Petersburg, Russia, 2018-Mar-05 — /EPR Retail News/ — Lenta (LSE, MOEX: LNTA), one of the largest retail chains in Russia, announces the launch of Bonvida – a private label for small business ‘professional’ shoppers.

A year after the launch of the Lenta PRO program, Lenta launches Bonvida – its first private label specifically aimed at the small business, or ‘professional’, customer. The label offers products in the following categories available in Lenta stores: cheeses, sausages, coffee, fish (salmon, herring), water, caramel, chocolate, tea/coffee cups/lids, milk, cream, gel shampoos, and sugar. For the moment, the Bonvida range offers 33 product items. The initial product range was selected based on concrete insights about products that are most in demand by Lenta’s small business customers, and will be gradually expanded going forward. Bonvida-labelled products are manufactured by Lenta’s trusted partners and are available in small-scale wholesale packaging at competitive prices.

Herman Tinga, Lenta Commercial Director, said:
“Having analysed the data collected from purchases by Lenta’s customers, we came to a conclusion that a significant number of products in our stores are purchased not only for personal consumption, but also for business purposes. So we decided to offer our ‘professional’ customers a specialised service and a dedicated loyalty program, PRO. Today, we are enhancing this program by adding a new private label developed specifically to meet the needs of our customers. Bonvida offers quality everyday products by leading producers which our customers can purchase without having to pay a brand markup, offering a discount of up to 9% in the process. I am confident that our customers will appreciate these products highly and will promptly put them on their must-buy lists.”

Lenta implemented its initiative for small business customers across all its hypermarkets in February 2017. Upon registering with the Lenta PRO program, legal entities and individual entrepreneurs can pay for their purchases in hypermarkets at dedicated checkouts and receive full invoices to account for expense claims and VAT refunds. The initiative is targeted towards HORECA, small independent retailers, and buyers of office supplies.

About Lenta
Lenta is the largest hypermarket chain in Russia and the country’s third largest retail chain. The Company was founded in 1993 in St. Petersburg. Lenta operates 232 hypermarkets in 84 cities across Russia and 99 supermarkets in Moscow, St. Petersburg, Novosibirsk, Yekaterinburg and the Central region with a total of approximately 1,388,603 sq.m of selling space. The average Lenta hypermarket store has selling space of approximately 5,600 sq.m. The average Lenta supermarket store has selling space of approximately 900 sq.m. The Company operates seven owned distribution centres.

The Company’s price-led hypermarket formats are differentiated in terms of their promotion and pricing strategies as well as their local product assortment. The Company employed approximately 40,383 people as of 30 June 20171.

The Company’s management team combines a mix of local knowledge and international expertise coupled with extensive operational experience in Russia. Lenta’s largest shareholders include TPG Capital and the European Bank for Reconstruction and Development, both of which are committed to maintaining high standards of corporate governance. Lenta is listed on the London Stock Exchange and on the Moscow Exchange and trades under the ticker: ‘LNTA’.

A brief video summary on Lenta’s business and its Big Data initiative can be seen here.

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Source: Lenta

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