Rebranding for USD 15 million in Russia

By: trademagazin Date: 2008. 03. 11. 00:00

The Russian division of France's hypermarket chain Auchan has devised a rebranding program for its 14 Ramstore supermarkets acquired from Turkey's Enka for EUR 181m in late 2007, RBC Daily newspaper reported.

The rebranding is scheduled to be
launched following the approval from the Federal Anti-Monopoly
Service due on March 1 and to be completed before July 15. All
Ramstore shops, except one store in St. Petersburg, are to be renamed
as Auchan-City, and their sales area will be less than that of
Auchan's hypermarkets by a factor of 2.5-3. According to experts'
estimate, Auchan will have to pay USD 15m for Ramstore's rebranding.