The O`KEY chain launches its milestone Kind Purchase charitable fundraising campaign

O`KEY Group S.A. (LSE: OKEY, the ‘Group’), one of the leading Russian food retailers, announces the start of its milestone Kind Purchase charitable fundraising campaign, run in partnership with Rusfond, one of the oldest Russian charitable foundations providing targeted assistance to children in need of treatment and rehabilitation.

This is already the fifth time that O`KEY Group and Rusfond are collaborating on the charitable campaign, traditionally aimed at helping seriously ill children in Rusfond’s care. Over the period since 2017, O`KEY customers have raised over RUB 26 mln, with all funds used to provide treatment for a total of 63 children from across Russia and to facilitate the development of the national bone marrow donor register programme.

The Kind Purchase campaign is taking place from 22 October to 19 November 2020 in all O`KEY hypermarkets and at the online store. To participate in the campaign, all customers need to do is purchase any goods under the O`KEY or O`KEY Selection private labels during this period. A part of the proceeds from the sale of these private labels will be used to provide treatment and rehabilitation to the little patients.

Over 1,500 private label SKUs will count towards the campaign, including a vast selection of the chain’s food and non-food products. Customers can also help the children by purchasing the Kind Purchase themed bags, featuring a drawing by the winner of the children’s drawing competition held by O`KEY in 2019. The launch of the bags has been aligned with the campaign, and a portion of the proceeds from the sale of these bags will also be donated to help the little patients.

Armin Burger, Chief Executive Officer of O`KEY Group, said:
“The milestone launch of the Kind Purchase charitable campaign is a confirmation that helping those in need is easier than you may think. We see the campaign becoming more popular and increasingly gaining traction with each passing year, and we would like to express our gratitude to our customers, the Rusfond team and our hypermarket staff. Together, we can provide real help to these children by contributing to the efforts to improve their health and save their lives.”

Lyudmila Fomina, Rusfond Development Director, said:
“Giving to charity can be subtle and enjoyable, it does not require any special effort or too much of your time, and it is something that anybody can do, whether young or old, – this is the message to be taken from all of O`KEY Group’s campaigns. Scale and creativity are the hallmarks of the charitable projects run by O`KEY, our longstanding partner. The campaign organisers are empowering thousands of customers and their families to not only help those in need, but also inspire their children to do good deeds and build a habit of compassion as part of their family values.”

A History of Cooperation between O`KEY and Rusfond:
O`KEY’s partnership with Rusfond is an important part of the Company’s corporate social responsibility programme.

In February 2017, the charitable event ‘Buy a toy – save a child’s life’ ran for the whole month, enabling our customers to donate in-store and raising more than RUB 5 mln. All of these funds were donated to provide medical treatment to 18 children from across Russia. 

Another joint charitable event took place from 2 to 29 November 2017 – ‘Kind November: Helping Children Together’ raised more than RUB 7.5 mln, with the funds used to purchase specialist medical equipment as well as to provide medical treatment for children with serious cardiovascular diseases, genetic disorders, musculoskeletal disorders, and hearing problems.

Through its Kind Purchase campaign, O`KEY Group raised and donated RUB 6.8 mln in 2018, helping to provide much-needed treatment to children assisted by Rusfond and facilitate the development of the national bone marrow donor register programme.

O`KEY’s customers raised RUB 7 mln in 2019 through Kind Purchase, with all funds directed by Rusfond towards treatment and rehabilitation for children with serious health conditions.

A full report detailing the assistance provided to their little patients using the funds raised through our charitable campaign is available on Rusfond’s website at

For more details about the campaign organiser, terms, participating products, campaign duration, locations, and the purchasing requirements, please visit

O`KEY Group S.A. (LSE: OKEY, RAEX – ‘ruA-’) is one of the leading grocery retailers in Russia, operating hypermarkets under the O`KEY brand and discounters under the DA! brand.

As of June 30, 2020, the Group operates 177 stores across Russia (77 hypermarkets and 100 discounters) with a total selling area of 589,894 square meters. The company opened its first hypermarket in St. Petersburg in 2002 and has since demonstrated continuous growth. O`KEY is the first Russian food retailer to launch e-commerce operations in St. Petersburg and Moscow, offering a full range of hypermarket products for home delivery. The Group has six e-commerce pick-up points in Moscow and six e-commerce pick-up points in St. Petersburg. In 2015, the Group launched the first discount chain in Russia under the DA! brand. The Group operates four distribution centres throughout the Russian Federation – two in Moscow and two in St. Petersburg. The company employs 20,000+ people.

In 2019, Group’s revenue totalled RUB 165.1 billion, while EBITDA reached RUB 14.1 billion and net income climbed to RUB 747 million. 

The O`KEY shareholder structure is as follows: NISEMAX Co Ltd – 44.79%, GSU Ltd – 29.52%, free float – 25.69%.