{ "schemaVersion": "1.3.0", "language": "en", "slug": "pyaterochka", "brandKey": "pyaterochka", "canonicalName": "Pyaterochka", "canonicalUrl": "https://worldbrand.ai/brand-wiki/pyaterochka", "jsonUrl": "https://worldbrand.ai/brand-wiki/pyaterochka/json", "markdownUrl": "https://worldbrand.ai/brand-wiki/pyaterochka/md", "name": "Pyaterochka", "oneLiner": "A Russian chain of neighborhood discount supermarkets operated by X5 Retail Group.", "summary": "Pyaterochka is a Russian grocery-retail brand focused on neighborhood discount supermarkets and everyday convenience. The chain originated in Saint Petersburg in the late 1990s and developed around a compact-store model offering frequently purchased food, household goods, beverages, personal-care products, and selected fresh items at accessible prices. Its name is derived from the Russian word for “five,” a reference associated with the original retail concept.\n\nThe brand became part of X5 Retail Group when Pyaterochka and Perekrestok were combined in 2006. Under X5, Pyaterochka was developed as the group’s broadest convenience and value-oriented format, complementing Perekrestok supermarkets and later X5 businesses such as Chizhik. The chain expanded well beyond its original northwestern base and became one of the most visible grocery retailers in Russia, with stores located in residential districts, transport corridors, and other high-frequency shopping areas.\n\nPyaterochka’s commercial proposition combines proximity, a relatively compact assortment, frequent promotions, private-label products, and a value-oriented price image. Stores generally emphasize routine shopping rather than large weekly trips, although format size and assortment vary by location. Fresh produce, dairy, bakery, packaged food, frozen goods, drinks, tobacco where legally permitted, household supplies, and basic personal-care products are typical parts of the offer. The retailer has also used loyalty and digital services to support targeted promotions, electronic receipts, delivery, and app-based shopping functions.\n\nThe brand’s operating model depends on a dense store network, centralized procurement, distribution infrastructure, and standardized merchandising. At the same time, local assortment and store execution can differ according to regional demand and store format. X5 has periodically refreshed Pyaterochka’s visual identity, interiors, product mix, and digital customer experience in order to modernize the chain while preserving its discount-supermarket positioning.\n\nPyaterochka remains an active X5 Retail Group brand and operates primarily in Russia. It is best understood as a corporate retail brand rather than an independent listed company: the chain’s corporate ownership, financial reporting, and strategic direction are tied to X5 Retail Group.\n\nPyaterochka is a Russian proximity-supermarket and discount grocery brand operated by X5 Group. Its name is derived from the Russian word for five and is associated with the chain's original value-oriented retail proposition. The first Pyaterochka store opened in Saint Petersburg in 1999, at a time when modern grocery retail was developing rapidly in Russia and consumers were becoming familiar with self-service supermarkets, standardized assortment, and retailer-led promotions.\n\nThe chain was designed around frequent, convenient shopping rather than large weekly trips. Stores are generally located close to residential neighborhoods and transport routes, with an assortment centered on everyday food, beverages, household essentials, personal-care goods, and selected seasonal merchandise. A substantial part of the proposition combines national brands with products sold under X5 or Pyaterochka private labels. The model emphasizes competitive prices, high store density, a relatively compact selling area, rapid replenishment, and promotional offers intended to attract recurring local customers.\n\nPyaterochka expanded from its original northwestern Russian base and became one of the country's largest grocery retail networks. A major turning point came through the consolidation of the Russian food-retail businesses associated with Pyaterochka and Perekrestok. X5 Retail Group was created in 2006, bringing the two formats into a common corporate structure while retaining their different customer propositions: Pyaterochka as a neighborhood discount or proximity format and Perekrestok as a supermarket format. Further growth came through organic store openings, acquisitions and integrations of regional chains, logistics investment, and the rollout of standardized operating systems.\n\nIn the 2010s and early 2020s, Pyaterochka modernized its stores and broadened its digital capabilities. The chain introduced updated store concepts, electronic and digital customer services, loyalty tools connected with X5's digital ecosystem, and online ordering or delivery capabilities in selected markets. Its retail technology has increasingly included self-checkout, electronic shelf labels in some locations, data-driven assortment management, and automated or semi-automated distribution processes. These developments have complemented rather than replaced the core neighborhood-store model.\n\nPyaterochka's principal competitive arena is Russian food retail, where it competes with other federal and regional chains on price, proximity, assortment, freshness, private-label quality, and shopping convenience. It is distinct from X5's larger-format Perekrestok supermarket and from the group's hard-discount Chizhik concept, although the brands share corporate infrastructure and may use related procurement, logistics, loyalty, and technology capabilities. The chain also faces competition from Magnit, Lenta, Auchan, regional retailers, convenience stores, open markets, and online grocery services.\n\nThe brand remains active in Russia and is one of X5 Group's core operating banners. Public information about exact store counts, financial performance, ownership arrangements, and executive responsibility can change as X5 restructures its corporate organization; such details should therefore be read from current X5 disclosures rather than treated as permanent attributes of the Pyaterochka brand.\n\nIn the 2010s and early 2020s, Pyaterochka modernized its stores and broadened its digital capabilities. The chain introduced updated store concepts, electronic and digital customer services, loyalty tools, personalized offers, electronic receipts, and online ordering or delivery where operationally available. X5 also worked on self-checkout, electronic shelf labels, demand forecasting, automated distribution, and other retail technologies that could improve labor productivity and inventory control. These initiatives operate alongside the physical store network, which remains the central expression of the brand.\n\nPyaterochka is currently one of Russia's best-known grocery banners and a core business of X5 Group. Its competitive identity is based on proximity, value, everyday assortment, frequent promotions, and increasingly integrated digital services. It operates in a market shaped by inflation, changing consumer purchasing power, private-label growth, supply-chain pressure, competition from Magnit and other chains, and the rise of online grocery. Exact corporate, store-network, and financial details should be checked against the latest X5 Group reports because the group's legal structure and operating disclosures may change.", "aliases": [ "Пятёрочка", "Пятерочка", "Piatyorka" ], "entityType": "retailer_or_private_label", "l1Slug": "consumer-discretionary", "l1": "Consumer Discretionary", "l2Slug": "consumer-discretionary-retail", "l2": "Consumer Discretionary Distribution & Retail", "l3Slug": "broadline-retail", "l3": "Broadline Retail", "l4Slug": "department-discount", "l4": "Department & Discount", "country": "Russia", "headquarters": "Moscow, Russia", "operatingMarkets": [ "Russia" ], "foundedYear": 1999, "founder": null, "website": "https://www.pyaterochka.ru", "websiteHost": "pyaterochka.ru", "parentCompany": "X5 Retail Group", "owner": "X5 Retail Group", "groupOrHouse": "X5 Retail Group", "listedStatus": "unknown", "ticker": null, "status": "active", "enrichmentStatus": "rich_ok", "typicalProducts": [ "Fresh produce", "Dairy products and eggs", "Bakery products", "Packaged food", "Frozen food", "Meat and prepared foods", "Beverages", "Household cleaning and paper products", "Personal-care products", "Private-label groceries", "Fresh fruit and vegetables", "Meat, poultry, fish, and chilled foods", "Bread and bakery products", "Packaged groceries and pantry staples", "Frozen foods", "Soft drinks and other beverages", "Snacks and confectionery", "Seasonal and general merchandise", "Private-label grocery and household products", "Meat, poultry, fish, and prepared foods", "Packaged groceries and canned foods", "Beverages and alcohol where permitted by local regulation", "Personal-care and everyday convenience goods" ], "flagshipOfferings": [ "Neighborhood discount supermarkets", "Everyday grocery shopping", "Private-label food and household products", "Loyalty promotions and app-based offers", "Online ordering and delivery in selected locations", "Neighborhood Pyaterochka stores", "Pyaterochka private-label products", "Pyaterochka loyalty and promotional program", "Online grocery ordering and delivery in supported locations", "Neighborhood proximity supermarkets", "Private-label grocery and household products", "Promotional everyday-value assortment" ], "positioning": "A mass-market, proximity-led discount supermarket brand emphasizing everyday low prices, convenience, frequent promotions, and a practical assortment for routine household shopping.\n\nA mass-market, value-oriented neighborhood grocery retailer focused on convenience, frequent shopping, broad everyday essentials, promotions, and accessible pricing.", "wikiPathKey": "Pyaterochka", "wikiTitle": "Pyaterochka", "wikidataId": null, "sameAs": [ "https://www.pyaterochka.ru", "https://en.wikipedia.org/wiki/Pyaterochka" ], "claimStatus": "unverified", "updatedAt": "2026-10-14T15:07:36.510Z", "generatedAt": "2026-10-14T15:07:37.513Z", "executives": [], "news": [ { "headline": "X5 develops digital shopping and loyalty services around its retail brands", "year": 2020, "summary": "Pyaterochka became part of X5's broader digital retail ecosystem, including app-based loyalty services, digital promotions, online ordering, and delivery in supported areas.", "tags": [ "product_launch" ], "isScandal": false, "sourceUrl": "https://www.x5.ru/en/innovation/" }, { "headline": "Pyaterochka expands its store network and modernizes the neighborhood format", "year": 2010, "summary": "During the 2010s, the brand expanded across Russian regions and introduced updated store concepts, logistics processes, private-label development, and more standardized customer-service systems.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://www.x5.ru/en/about/history/" }, { "headline": "X5 Retail Group is formed through the combination of Pyaterochka and Perekrestok", "year": 2006, "summary": "The combination created a major Russian food-retail group while preserving Pyaterochka's neighborhood discount positioning and Perekrestok's supermarket format.", "tags": [ "mna" ], "isScandal": false, "sourceUrl": "https://www.x5.ru/en/about/history/" }, { "headline": "X5 continues modernization of the Pyaterochka store network", "year": null, "summary": "X5 has periodically renovated and reformatted Pyaterochka stores as part of its broader retail-network modernization program, with attention to fresh categories, customer navigation, checkout technology, and digital services.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://www.x5.ru/en/" }, { "headline": "Pyaterochka expands digital loyalty and grocery-service capabilities", "year": null, "summary": "The brand's customer proposition has increasingly incorporated X5's loyalty, mobile, personalization, and online grocery capabilities, although the availability of particular services varies by location.", "tags": [ "other" ], "isScandal": false, "sourceUrl": "https://5ka.ru/" } ], "encyclopedia": { "history": "Pyaterochka emerged in Saint Petersburg at the end of the 1990s as a discount-oriented grocery format. Its early development reflected the growing demand for modern self-service food retail in Russia, where consumers were becoming more familiar with supermarket merchandising and were also highly attentive to price. The compact neighborhood-store model allowed the chain to locate close to residential customers and to focus on products purchased frequently rather than on a very broad hypermarket assortment.\n\nDuring its early expansion, Pyaterochka established a presence in northwestern Russia and built recognition through accessible prices, standardized stores, and a practical range of food and household essentials. The format was designed around high customer frequency and efficient replenishment. This operating model supported the development of a large network while keeping stores smaller and more convenient than many hypermarket formats.\n\nA major turning point came in 2006, when the businesses associated with Pyaterochka and Perekrestok were combined to create X5 Retail Group. The transaction placed Pyaterochka within a multi-format retail group. Perekrestok served a more supermarket-oriented role, while Pyaterochka became the group’s principal value and convenience format. X5 subsequently used centralized purchasing, logistics, technology, and management capabilities to support the brand’s expansion across Russia.\n\nOver the following years, Pyaterochka expanded its geographic footprint and became a national-scale chain. Its stores were opened in a range of urban and regional markets, with the network adapted to local population density, real-estate conditions, and shopping habits. The brand’s assortment continued to center on food and daily necessities, while fresh categories, ready-to-eat products, private labels, and promotional mechanics became increasingly important to the customer proposition.\n\nX5 periodically modernized the format through changes to store design, navigation, equipment, assortment, and supply-chain processes. These initiatives sought to balance a low-price image with better shopping comfort and stronger execution in fresh food. Pyaterochka also adopted digital tools, including loyalty functionality, personalized offers, electronic receipts, and online ordering or delivery services where available. Such services extended the brand beyond the physical store and connected it with X5’s broader retail technology platform.\n\nIn the 2020s, Pyaterochka continued to operate as one of X5 Retail Group’s core retail formats. Its role remained distinct from X5’s larger supermarkets and other discount concepts: Pyaterochka is primarily a dense, neighborhood-based chain intended for frequent, convenient purchases. The brand’s current identity is therefore the result of both its original discount-store heritage and its later integration into X5’s national, multi-format retail system.\n\nPyaterochka was launched in 1999 in Saint Petersburg as a modern, value-focused grocery chain. Its initial concept addressed the growing demand for self-service food stores with predictable pricing, a practical everyday assortment, and locations close to residential customers. Rather than relying on the large selling areas associated with hypermarkets, the format concentrated on frequent local shopping and efficient replenishment.\n\nThe chain subsequently expanded beyond Saint Petersburg and developed into a national Russian retail brand. Its growth combined new store openings with the establishment of procurement, distribution, merchandising, and information systems capable of serving a geographically dispersed network. Pyaterochka's assortment came to include fresh food, packaged groceries, beverages, household products, personal-care goods, seasonal items, and retailer-controlled brands. Private labels became an important tool for offering lower prices and differentiating the assortment from branded competitors.\n\nIn 2006, Pyaterochka and Perekrestok were brought together under X5 Retail Group. The transaction and subsequent corporate integration created a multi-format food retailer. Pyaterochka remained the group's proximity and discount-oriented banner, while Perekrestok operated larger supermarkets with a broader shopping mission. This division allowed X5 to target different shopping occasions and customer segments while sharing corporate functions, supplier relationships, logistics capabilities, and technology investments.\n\nOver the following years, Pyaterochka continued to grow through organic expansion and participation in X5's broader regional development. The company invested in distribution centers, store-standardization programs, assortment analytics, fresh-food supply, and store refurbishments. The format evolved from a basic discount concept toward a more polished convenience proposition: it retained price sensitivity while placing greater emphasis on fresh categories, private-label quality, customer experience, and availability of goods.\n\nThe 2020s brought a stronger digital component. Pyaterochka stores became connected to X5's loyalty and promotional platforms, while online ordering and delivery were introduced or expanded in selected locations. X5 also worked on self-checkout, electronic shelf labels, demand forecasting, automated distribution, and other retail technologies that could improve labor productivity and inventory control. These initiatives operate alongside the physical store network, which remains the central expression of the brand.\n\nPyaterochka is currently one of Russia's best-known grocery banners and a core business of X5 Group. Its competitive identity is based on proximity, value, everyday assortment, frequent promotions, and increasingly integrated digital services. It operates in a market shaped by inflation, changing consumer purchasing power, private-label growth, supply-chain pressure, competition from Magnit and other chains, and the rise of online grocery. Exact corporate, store-network, and financial details should be checked against the latest X5 Group reports because the group's legal structure and operating disclosures may change.\n\nOver the following years, Pyaterochka expanded its geographic footprint and became a national-scale chain. Its stores were opened in a range of urban and regional markets, with the network adapted to local population density, real-estate conditions, and shopping habits. The brand's assortment continued to center on food and daily necessities, while fresh categories, ready-to-eat products, private labels, and promotional mechanics became increasingly important to the customer proposition. The company invested in distribution centers, store-standardization programs, assortment analytics, fresh-food supply, and store refurbishments. The format evolved from a basic discount concept toward a more polished convenience proposition: it retained price sensitivity while placing greater emphasis on fresh categories, private-label quality, customer experience, and availability of goods.\n\nX5 periodically modernized the format through changes to store design, navigation, equipment, assortment, and supply-chain processes. These initiatives sought to balance a low-price image with better shopping comfort and stronger execution in fresh food. Pyaterochka also adopted digital tools, including loyalty functionality, personalized offers, electronic receipts, and online ordering or delivery services where available. Such services extended the brand beyond the physical store and connected it with X5's broader retail technology platform. X5 also worked on self-checkout, electronic shelf labels, demand forecasting, automated distribution, and other retail technologies that could improve labor productivity and inventory control. These initiatives operate alongside the physical store network, which remains the central expression of the brand.\n\nIn the 2020s, Pyaterochka continued to operate as one of X5 Retail Group's core retail formats. Its role remained distinct from X5's larger supermarkets and other discount concepts: Pyaterochka is primarily a dense, neighborhood-based chain intended for frequent, convenient purchases. The brand's current identity is therefore the result of both its original discount-store heritage and its later integration into X5's national, multi-format retail system. It operates in a market shaped by inflation, changing consumer purchasing power, private-label growth, supply-chain pressure, competition from Magnit and other chains, and the rise of online grocery. Exact corporate, store-network, and financial details should be checked against the latest X5 Group reports because the group's legal structure and operating disclosures may change.", "milestones": [ { "year": 1999, "title": "Pyaterochka launches in Saint Petersburg", "summary": "The discount grocery concept begins operating in Saint Petersburg, establishing the neighborhood-store model that defines the brand.\n\nThe first store opens in Saint Petersburg, establishing the chain's neighborhood-oriented, value-focused grocery format.", "sourceUrl": "https://www.pyaterochka.ru/" }, { "year": 2006, "title": "Integration into X5 Retail Group", "summary": "Pyaterochka and Perekrestok are combined in the formation of X5 Retail Group, placing Pyaterochka within a multi-format Russian retail group.", "sourceUrl": "https://www.x5.ru/en/" }, { "year": 2010, "title": "National expansion of the neighborhood format", "summary": "The brand continues expanding beyond its original northwestern base as X5 develops Pyaterochka as its mass-market convenience and discount format.\n\nThe brand broadens its Russian footprint and develops more standardized store, logistics, assortment, and private-label systems.\n\nThe brand continues expanding beyond its original northwestern base as X5 develops Pyaterochka as its mass-market convenience and discount format, broadening its Russian footprint and developing more standardized store, logistics, assortment, and private-label systems.", "sourceUrl": "https://www.x5.ru/en/" }, { "year": 2020, "title": "Acceleration of digital retail services", "summary": "Digital loyalty, personalized promotions, electronic receipts, and online ordering or delivery capabilities become more prominent parts of the customer proposition, alongside X5's expansion of store technology.", "sourceUrl": "https://www.pyaterochka.ru/" } ], "products": [ { "name": "Pyaterochka neighborhood supermarkets", "category": "Discount grocery retail", "description": "The core Pyaterochka format consists of compact neighborhood supermarkets designed for frequent shopping trips. Stores typically carry fresh produce, dairy, bakery items, packaged and frozen foods, beverages, household supplies, and personal-care products. Assortment depth and store size vary by market, but the format consistently emphasizes convenience, accessible pricing, promotional activity, and proximity to residential customers.", "launchedYear": 1999, "status": "active" }, { "name": "Pyaterochka private-label assortment", "category": "Private-label groceries and household goods", "description": "Private-label products form an important part of the value proposition. Depending on category, these products include everyday packaged foods, beverages, dairy, snacks, household consumables, and personal-care items. Private labels allow the retailer to provide price-oriented alternatives while giving X5 greater control over product specifications, procurement, and shelf presentation. The exact label portfolio changes over time and can vary by category and market, so individual sub-brand names are not treated here as a single permanent product line.\n\nPyaterochka sells a range of products under retailer-controlled labels across grocery, beverages, household, and related categories. Private labels allow X5 to manage price points, assortment differentiation, and supplier specifications. The exact label portfolio changes over time and can vary by category and market, so individual sub-brand names are not treated here as a single permanent product line.", "launchedYear": null, "status": "active" }, { "name": "Pyaterochka digital services", "category": "Retail technology and customer services", "description": "The brand's digital offer includes loyalty-program functionality, promotions, electronic receipts, and online shopping or delivery services in selected markets. These services are connected with X5's broader digital retail ecosystem and are intended to improve promotion relevance, shopping convenience, and customer engagement. They may differ by city, store, delivery partner, and current product offering.\n\nDigital services associated with the chain include loyalty identification, personalized promotions, digital coupons or offers, online product browsing, ordering, and delivery where available. These services are connected with X5's wider digital infrastructure and may differ by city, store, delivery partner, and current product offering.", "launchedYear": null, "status": "active" }, { "name": "Pyaterochka neighborhood stores", "category": "Grocery retail format", "description": "The core Pyaterochka format consists of relatively compact stores located near homes, workplaces, and transport routes. Stores focus on daily and top-up shopping, carrying fresh food, chilled products, packaged groceries, beverages, household essentials, personal-care goods, and seasonal merchandise. The format combines national brands with private-label products and uses promotions and localized assortment management to support a value-oriented proposition.", "launchedYear": 1999, "status": "active" } ], "campaigns": [ { "year": null, "name": "Pyaterochka loyalty and promotional program", "markets": [ "Russia" ], "summary": "The chain uses loyalty enrollment, member pricing, personalized offers, and recurring promotional mechanics to encourage frequent neighborhood shopping and connect physical stores with X5's digital services. The program became a continuing part of the brand's customer-retention and data-driven merchandising model; a single campaign date or final outcome is not publicly established in the supplied sources.", "outcome": "The program became a continuing part of the brand's customer-retention and data-driven merchandising model; a single campaign date or final outcome is not publicly established in the supplied sources.", "sourceUrl": "https://5ka.ru/" } ], "scandals": [], "decisions": [ { "year": 2006, "type": "mna", "title": "Combination with Perekrestok under X5 Retail Group", "context": "Pyaterochka and Perekrestok were brought together to create a multi-format grocery-retail group. The two Russian grocery businesses operated different retail formats but could benefit from shared procurement, logistics, systems, and corporate resources.", "action": "The Pyaterochka brand became the discount and neighborhood-store format within X5 Retail Group. They were brought together in X5 Retail Group while their customer-facing formats remained distinct.", "aftermath": "The combination provided a larger corporate, procurement, logistics, and technology platform for subsequent expansion. Pyaterochka continued as X5's proximity and discount-oriented banner, while Perekrestok remained the supermarket banner.", "financials": null, "competitorReactions": [], "sourceUrl": "https://www.x5.ru/en/" }, { "year": 2020, "type": "strategy", "title": "Expansion of digital customer services", "context": "Changing shopping behavior and the wider development of online grocery retail increased the importance of digital customer interfaces. Changing shopping habits and the growth of online grocery increased the importance of digital loyalty, ordering, delivery, and data-driven store operations.", "action": "Pyaterochka expanded the use of loyalty tools, personalized offers, electronic receipts, and online ordering or delivery where operationally available. X5 expanded digital capabilities connected with Pyaterochka, including loyalty services, online ordering, delivery in supported areas, and retail automation initiatives.", "aftermath": "The physical neighborhood-store network was supplemented by digital engagement and selected e-commerce services. The brand retained its store-led model while adding digital customer and operational services.", "financials": null, "competitorReactions": [], "sourceUrl": "https://www.pyaterochka.ru/" } ], "sources": [ { "title": "Pyaterochka official website", "url": "https://www.pyaterochka.ru/" }, { "title": "X5 Retail Group official website", "url": "https://www.x5.ru/en/" }, { "title": "X5 Group history", "url": "https://www.x5.ru/en/about/history/" }, { "title": "X5 Group innovation", "url": "https://www.x5.ru/en/innovation/" }, { "title": "Pyaterochka official website", "url": "https://5ka.ru/" } ], "needsReview": true }, "sources": [ { "title": "Pyaterochka official website", "url": "https://www.pyaterochka.ru/" }, { "title": "X5 Retail Group official website", "url": "https://www.x5.ru/en/" }, { "title": "X5 Group history", "url": "https://www.x5.ru/en/about/history/" }, { "title": "X5 Group innovation", "url": "https://www.x5.ru/en/innovation/" }, { "title": "Pyaterochka official website", "url": "https://5ka.ru/" } ], "jsonLd": [ { "@context": "https://schema.org", "@type": "Organization", "@id": "https://worldbrand.ai/brand-wiki/pyaterochka#entity", "name": "Pyaterochka", "url": "https://worldbrand.ai/brand-wiki/pyaterochka", "description": "A Russian chain of neighborhood discount supermarkets operated by X5 Retail Group.", "sameAs": [ "https://www.pyaterochka.ru", "https://en.wikipedia.org/wiki/Pyaterochka" ], "foundingDate": "1999", "parentOrganization": { "@type": "Organization", "name": "X5 Retail Group" }, "address": { "@type": "PostalAddress", "addressLocality": "Moscow, Russia", "addressCountry": "Russia" }, "alternateName": [ "Пятёрочка", "Пятерочка", "Piatyorka" ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://worldbrand.ai/brand-wiki/pyaterochka", "name": "Pyaterochka", "url": "https://worldbrand.ai/brand-wiki/pyaterochka", "dateModified": "2026-10-14T15:07:36.510Z", "isPartOf": { "@type": "Dataset", "name": "Brand Wiki", "url": "https://worldbrand.ai/brand-wiki" }, "publisher": { "@type": "Organization", "name": "WorldBrand.ai", "url": "https://worldbrand.ai" }, "publishingPrinciples": "https://worldbrand.ai/brand-wiki/editorial-policy", "mainEntity": { "@id": "https://worldbrand.ai/brand-wiki/pyaterochka#entity" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "h1", "[data-brandwiki-speakable='definition']" ] } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Brand Wiki", "item": "https://worldbrand.ai/brand-wiki" }, { "@type": "ListItem", "position": 2, "name": "Pyaterochka", "item": "https://worldbrand.ai/brand-wiki/pyaterochka" } ] } ] }