Pyaterochka has begun an overhaul of its discount stores, including revamping its image through updated marketing.
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According to a report in Russian daily the Kommersant, the move includes refurbishing stores and altering the product mix. The company will launch a new advertising slogan at the end of the month.
Pyaterochka intends to invest US$20m in reinventing itself, the paper said, citing the company.
