The company behind R-kioski is rolling out a new concept aimed at larger cities. CEO Niklas Lilius says the move reflects a simple fact: customers do not want the same offering in every location.

According to Lilius, demand in central Helsinki is different from what the company sees in smaller towns. The new model is meant to better match those local differences instead of relying on one uniform store format.

HBL reported on the plans on Wednesday. The company has not yet disclosed what the concept will include in practice or when it will be expanded more widely.