Tsenokhit
Naming for a chain of hard discounters from Magnit and Samberi
LINII portfolio includes many projects during which the customer had a hard time choosing the final favorite, because several options were equally appealing.
When LINII team finished developing names for a federal chain of hard discounters in the winter of 2022, the customer, Magnit, settled on two names at once, and we transferred the rights to both.
You have been seeing the first of these names, B1 Pervyi Vybor (The First Choice), on facades and in press releases for a year and a half now, and the second name, Tsenokhit (Price-hit), was recently released.
In the summer, Magnit and Samberi opened the first Tsenokhit store in Khabarovsk and began testing the hard discounter format in the Far East. The pilot project was successful, and the launch of the second store in the chain is planned for October.
B1 was the prototype for the new Tsenokhit chain. The new format is aimed at rational consumers with any income level. The main assortment of Tsenokhit stores is formed from products of local suppliers and consists of popular goods that cover the key needs of buyers.
