Private Label

We offer to our consumers some opportunities for saving. One of them – products of private labels*.

Today "Lenta" represents wide variety of goods under private labels. These are "Lenta" food articles and nonfoods (an alternative to the major brands in the average price category) and «365 days» (low price segment). Consumers may find fancy goods under "Atlant" label, while "Lentel" represents household appliances made under the order of our chain. Clothes «Maglietta club», office goods «8 hours», goods for gardening «Giardino club» - these too are our labels.

Making the decision on what goods we will be releasing under private labels, we carry out proper analysis of consumers’ preferences, and we choose the products that are demanded by our consumers.

The goods under the private label are manufactured by the largest and respectful manufacturers according to Lenta chain stores orders. As far as these companies do not spend anything on advertising and promotion of their goods, the price for the private-label goods, without prejudice to its quality, is considerably lower than the price for similar goods of the same manufacturer.

We maintain careful monitoring of quality of the goods produced under private labels. For example, for the goods manufactured under private labels «Lenta» and «365 days», even raw materials are most carefully selected and subjected to quality inspection, and, at choosing the manufacturer of such goods, we carry out inspection of the production facility where the prospective manufacturing is planned. When the goods of private labels are delivered to our stores, control over their quality is carried out by special department created in Lenta for this purpose.

The goods under private label have won recognition and devotion of our consumers: electric fumigators, plates and liquid for fumigator of «Lenta» lable have won Gold and Silver Awards in the exhibition "BytHimExpo" held in Moscow. And in 2008, in the exhibition "Prodexpo" "Lenta" macaroni products have been awarded with Gold medal as the Year’s Best Product, and thus became the first private label which has won this competition.

Today we offer to our consumers about 500 articles of goods under private labels «Lenta» and «365 days» in food category, and their share in the company’s category turnover for the year 2008 has exceeded 6%. About 600 articles are represented in the nonfood range, which amounts to 30% from all sales volume of the imported goods, and 2,5% from the nonfood turnover for the year 2008**. We are planning active work in private- label goods direction, and we welcome manufacturers to cooperation. For our suppliers, manufacturing of private-label goods is the guarantee of persistent workload of production facilities and stable sales growth.