Russian conglomerate Gradient has announced plans to open a 700-strong chain of convenience stores with 500 outlets in the

capital, Moscow.

EDA: new standard in Russian convenience retailing

Gradient is investing $50m in the venture, which will see a further 200 stores opened in Russia?s largest cities by 2012.

The stores will trade under the brand, EDA, which translates

as ?food? in Russian, and are designed to fill a gap in the market between large supermarkets and local kiosk food markets.

UK design company, Fitch, has developed the chain?s new brand identity and the store concept, which features in the first store opened in Moscow. The design aims to provide a more inviting and accessible shopping experience for Russians in their local communities.

The stores range in size from 900-1,000sq ft and are sectioned into nine core product areas: deli, frozen, alcohol, fruit and veg, grocery, dairy, meat and bakery.

The design features a warm colour palette, which is carried through the in-store environment to uniforms and product packaging.

Simon Threadkell, design director at Fitch, said: ?We believe that EDA sets a new standard in Russian convenience retailing, which will change the pattern of food shopping in Moscow. Busy people can now do their food shop on their way home from work at a local Russian store with international retail standards.?