The VkusVille grocery chain has started “cleaning up” third-party brand products. Many brands which are disappearing from shelves do not fit the concept of “healthy food products”, others should make room for the company’s own brand products, which now have a 97% share in the assortment.
Over the past two weeks, the number of the pet supply category items has decreased from 206 to 4. Other categories were also reduced: groceries from 924 to 505, beauty from 296 to 154, baby food and hygiene from 186 to 105.
In the beginning of February, there were 2.000 SKU of popular brands in Vkusville. But earlier in December, 2021, Andrei Krivenko, the founder of the chain, stated in his interview to RBC about 5.000 products, which indicates that the retailer cut the assortment more than in half.
VkusVille is an omnichannel grocery retailer with over 1300 stores in 56 cities of Russia and the turnover 34 bln RRub (2020).
