“Mila” – a new format for stores in the regions

DECEMBER 21, 2006 – MOSCOW – Pharmacy Chain 36.6 [MICEX: RU14APTK1007; RTS: APTK] presents its new sales concept for the Russian retail market. Mila is a neighbourhood store that offers both pharmacy products and everyday consumer goods. Mila stores stand out with their convenient locations, wide selection of popular products and highly competitive prices. The first three stores have been opened in cities in the Nizhny Novgorod region.

The design of the stores was developed by the British agency Ignite Retail Design.  The average trade space of the retail area of the new stores is around 150 square meters, of which 35 square meters are devoted to pharmacy supplies. 

The assortment of goods offered at Mila stores totals approximately 3500 items in the pharmacy and another 5000 everyday consumer goods. The assortment includes both over-the-counter and prescription pharmaceuticals, household products, popular cosmetics and pet supplies. In terms of pricing Mila stores are positioned as a discounter. The average receipt is around 135 roubles.

“Mila stores are opening in densely populated city districts in large, closed-format pharmacy premises that would be unprofitable to rebrand as 36.6 pharmacies. The results of our assessment of this new format, which will take place in 6—9 months, will determine how this project will develop in the future,” says Oleg Aninkin, Strategic Development Director at Pharmacy Chain 36.6.

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Press-release