Russia’s largest supermarket chain Perekrestok, part of the X5 Retail Group, has introduced a new private brand Home Story for household goods, cleaning, and paper. The new brand was created by the Russia based branding agency Clёver Branding

According to the agency:

“It is aimed at family women aged 30-49 who associate their life with beautiful and comfortable things. It is very important for these women to give their family members the best, they strive to raise the quality of life in their home to a European level. They are guided by the lifestyle of celebrities, carefully study the trends in the development of interiors in glossy magazines and Western TV shows. They vitally need their home to be clean and safe. That is why such modern housewives are constantly looking for information and trying new products that will help make cleaning quick with minimal effort and without harm to family health.”

“he key role of the new brand is to help Russian women create a European quality of life for their families through an assortment of quality, effective and environmentally friendly home care products at an affordable price. Wet wipes, food parchment, dish-washing sponges, cleaning wipes, and wet toilet paper were the first products of the Home Story brand on the supermarket shelf of the chain.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.