Giperbola Supermarket Chain Opens in Yekaterinburg’s ZhBI

5 December 2019 (09:23)

UrBC, Yekaterinburg, December 4, 2019. Yekaterinburg's first hi tech-styled, gigantic multimedia screen-equipped, small-scale supermarket of Giperbola chain will open soon, Obshchestvo Malysheva 73's press service reports.

The small-scale supermarket (total area: 1,000 m2) will be located at Kamennye Palatki Housing Complex in ZhBI. Just like the chain's centrally located hypermarket stores, the supermarket will be selling all kinds of commodities in every market segment from mass-market to premium one. The supermarket will also be selling its own brand items.

'Customers are going to come to Giperbola for the well-established brand that has always been known for choice and versatility, which is why we couldn't limit the range of products on offer: every type of commodity will be there, with perhaps fewer choices per certain product category. There will be a bakery, a ready-made meal section, a fish and meat deli stand, and a cheese section, featuring among other varieties our own cheese brands,' says Director at Giperbola Chain Elena Surina.

The pricing policy of the store at 5 Vysotsky St will have to adjust to the other stores nearby. This isn't a centrally located supermarket, so things will cost a bit less than in the chain's other shops.

'Design-wise, the hi tech interior of our new Giperbola store reminds one of the hypermarket in Greenwich Mall, but there have been added a few up-to-date tech solutions that are in at the moment but are not used by retail chains very often: interactive navigation and gigantic multimedia screens. One screen is meant to welcome visitors at the entrance to the fruit and vegetable section; the other one, which is designed to imitate the bottom of an ocean, will be located at the fish section,' the company says.

'We are not planning on opening any other small-scale supermarkets in town for the time being. In the future, there might open one Giperbola hypermarket in the mall that is part of the urban transit hub project in Botanika,' Elena Surina says.

Giperbola at 5 Vysotsky St will open on Thursday, December 5. The first 3,000 customers will be given loyalty cards and those who choose to install the retail chain's mobile app will also get a chance to win an iPhone in a prize-drawing lottery.

Now the first Giperbola hypermarket opened in Yekaterinburg's Greenwich Mall in late 2013. The original area of the store came to 2,000 m2 and then expanded to 6,500 m2. The second hypermarket (total area: 2,500 m2) opened in Passage Mall at the end of 2015.

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