Blagoveshchensk, 29 April 2025 – X5 Group (“X5”, MOEX: “X5”), a leading Russian food retailer, announces that its Pyaterochka proximity store chain has launched operations in the Amur Region of the Russian Far East.
Marking its 75th region of operation, Pyaterochka has opened two new stores in the cities of Blagoveshchensk and Svobodny with a combined retail space of nearly 900 sq m. In parallel, the Pyaterochka Delivery service has launched operations in these cities. A third Pyaterochka store is scheduled to open on 30 April in the rural locality of Yekaterinoslavka[1].
The new Pyaterochka stores boast a modern design with clear in-store navigation that makes it easy for customers to find specific sections or promotional displays. A key feature of the stores is a large food corner offering ready-to-eat meals, fresh bakery items and coffee, and outfitted with a seating area for in-store dining. Pyaterochka’s in-store bakeries offer a variety of fresh breads and pastries, both sweet and savoury, that are baked several times a day. Customers can also grab hot, freshly brewed coffee to go. This offering is popular nationwide due to its quality and value, with Pyaterochka customers consuming over 107 million cups of coffee last year. In addition, all stores are equipped with self-service checkouts to enhance customer convenience and checkout speed.
The new stores’ assortment spans up to 5,500 SKUs, made up of Pyaterochka’s private labels alongside familiar brands from local manufacturers in the region. Local products are available across various categories, with a strong focus on fresh items. Examples include milk from Fermerskoye Podvorye and the Blagoveshchensk Dairy Plant, sausages from Skif and Seryshevsky, and confectionery from Duet. The ready-to-eat selection also includes items sourced from local producers, including salads, main courses, pickles and snacks. The stores currently offer around 100 SKUs from local suppliers, and this number is set to grow.
The chain aims to further localise the production of its private labels and is exploring ways to partner with Amur-based suppliers in this regard, including through strategic partnerships. Initial categories targeted for local production include water, soft drinks, mayonnaise and ice cream.
Pyaterochka puts a strong focus on social support in the local communities where it operates. All stores in the Amur Region will offer a 10% discount for pensioners every day until 3:00 pm. As part of its ESG strategy, X5 also supports environmental friendliness and responsible consumption by offering shopping baskets made from recycled plastic, as well as recyclable bags which are made in part from recycled materials.
In addition, the Pyaterochka stores feature Safety Zones that are operated via X5’s partnership with the Centre to Search for Missing People and the Liza Alert search and rescue team. These special zones are marked with distinctive signage in the form of a geolocation pin, which acts as a reference point for anyone who is lost or disoriented. A lost person can either ask an employee for help or wait for assistance in the designated area. By the end of 2025, X5’s charitable projects – the Basket of Kindness food drive and the Local Community Centres initiative – will also be rolled out across its stores in the region.
[1] Store addresses: 16/4 Ignatyevskoye Highway, Blagoveshchensk; 64 Mukhina Street, Svobodny; 61 Lenina Street, Yekaterinoslavka.