Russian retailer Dixy Group has said that its private-label Baby Boom brand, launched last year, has led to a 30% increase in the sale of baby-care products, such as diapers and tissues, in six months.
The group’s family-size diapers, the first product to be launched as part of the Baby Boom brand, now accounts for 50% of the category sales in the retailer’s stores.
“The category of baby products in neighbourhood stores is one of the top priorities, and we are grateful to parents for their trust,” said Elena Savchenko, own-brand development director at Dixy Group.
Dixy said that the price of the products in the range is 40% lower than branded equivalents, while all products meet ISO 9001 international standard requirements.
Baby Boom baby-care products are manufactured by Russian businesses in the Moscow region and Nizhny Novgorod.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
