Rimi has launched a redesigned hypermarket concept in the Baltic region, with the first updated stores now operating in Latvia, Lithuania, and Estonia. A central element of the new format is an enhanced fresh-produce experience, introduced in response to growing consumer interest in healthy eating and high-quality fruit and vegetables.
The refreshed layout places fresh produce, bakery, and ready-meal departments at the core of the store. In the newly updated Latvian hypermarket in Riga, for example, the fruit and vegetable section has been moved to the entrance, one of the most noticeable changes designed to make the start of the shopping trip more intuitive.
Rimi's procurement and logistics teams have collaborated to ensure a top-quality assortment with a strong focus on seasonal items. The simplified store design aims to make fresh goods easier to find and compare, supported by clearer price tags and more visible promotions that reduce visual clutter.
These improvements are part of a €3 million investment in developing and testing the new concept. The pilot stores differ in size and layout, allowing Rimi to observe how customers respond to the new positioning of fresh departments under various conditions. Insights from this testing will guide a broader regional rollout planned for next year.
As the pilot phase continues, Rimi intends to expand the concept across the Baltics, with the next transformation scheduled for the hypermarket in Jēkabpils, Latvia.
Source: rus.jauns.lv
