The company «IslandGroup», which owns the «Island of Purity and Taste» chain, has undergone rebranding and is opening new stores under the «Ostrov» (Island) brand name, Belretail reports .
The new style of the retail chain is designed in a black and yellow color scheme. The central element of the new logo is the oriole — a bird that lives in Belarus and symbolizes reliability and a striving for development. The company stated that the oriole is not just an image, but a reflection of the brand's philosophy: constant movement forward, adaptation to change, and a striving for success.
The store format is also changing. The chain is gradually transitioning to the ultra-convenience concept, meaning the format of small stores where it's convenient to make daily purchases near home, have a snack on the spot like in a cafe but at store prices, and also find beauty and personal care products.
The «Ostrov» (Island) stores offer: household chemicals, food products, hygiene products, interior goods, culinary accessories. The availability of goods from Belarusian manufacturers is also being expanded.
In Belarus, the chain has 55 stores, eight of which operate in Minsk.
Last year, the owners of the «Island of Purity» store chain faced financial difficulties and were undergoing bankruptcy proceedings. In October 2024, stores under the «Island of Purity and Taste» brand reopened after being acquired by «IslandGroup». In July, the company reported that the chain was in the final stage of rebranding.
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