After the retailer Lenta Online purchases the Utkonos online grocery delivery service, the companies will continue to work within the existing strategies. This was announced to Izvestia by Maria Filippova, director of public relations and government agencies at Lenta, commenting on messages about the upcoming deal on Thursday, December 16.
“Brands will exist in parallel,” added Filippova.
Maria Yerunova, PR and Brand Communications Director of Utkonos Online, told Izvestia that the company will become part of Lenta’s online division, which will be called Lenta-U.
Both brands, Utkonos Online and Lenta Online, will continue to provide services under their own brands.
Following the completion of the transaction, Danny Perekalski will take over as CEO of Lenta-U’s online business unit.
“Synergy will help strengthen Utkonos Online’s position in the e-grocery market and further develop the company’s business,” Yerunova said.
Earlier on the same day, Lenta’s press service wrote in its Telegram channel that the company was acquiring Utkonos. The base price of the deal is RUB 20 billion.
Thus, Lenta plans to create “a leading platform in the e-grocery segment, covering all the key needs of buyers and market segments.” The deal will enable Lenta to compete more effectively on the Moscow online market, especially in the above-average and premium price segments.
Lenta General Director Vladimir Sorokin emphasized that the deal is fully consistent with the retailer’s strategic priorities.
Utkonos is an online retailer based in Moscow and a pioneer in the e-grocery segment in Russia. In 2020, its share in the metropolitan e-grocery market was about 10%.
In May it became known that Lenta was buying the Billa supermarket chain. Thanks to this, the company hoped to expand its network faster in Moscow and the Moscow region. In July, Lenta received FAS approval for the purchase of Bill. The acquiring company intended to integrate 161 purchased supermarkets, logistics infrastructure and Bill Russia employees into its network.
Source: IZ
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
