K-market Cassas remodelled to K-markets

Kesko Food’s K-market Cassa stores are to be included in the K-market chain undergoing a reform and will be changed to normal K-markets run by K-retailers. This means that the number of products in their selection will double to over 4,000. For example, the familiar, high-quality and affordable Pirkka products will be comprehensively represented in the selections of K-markets undergoing a reform. The total number of K-market Cassa stores is 25.

"The test of the Cassa discounter concept produced lots of valuable experiences of the competition in the neighbourhood markets, which have been used especially for the benefit of the K-market chain. It proved that Finnish customers value wide selections and good quality above all. The role of discount store concepts in food retailing in Finland seems to remain less significant than expected," says Kesko Food Ltd's Vice President Mika Rautiainen.

Kesko Food’s K-market chain is successful in the neighbourhood markets. In 2006, the sales increased by +8.8% and in October-December by +11.5 %. The growth rate has remained at the same level during the first months of 2007. According to Rautiainen, customers have made it clear that there is a demand for high-quality and price competitive neighbourhood stores.

The K-market chain includes about 400 stores. In 2007, the chain’s retail sales total about €1.3 billion.

Further information: Vice President Mika Rautiainen, Kesko Food Ltd, tel. +358 1053 22080

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers through valued products and services at competitive prices. Kesko operates in the Nordic and Baltic countries and Russia.