Kommersant: Letual and Golden Apple want to increase the number of stores abroad
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The Russian perfume chains Letual and Golden Apple are planning to expand their foreign presence. About it writes Kommersant, citing a source in the cosmetics market and data from the HeadHunter portal.
According to the interlocutor, Letual is interested in developing a retail chain of stores in Uzbekistan and Kazakhstan. He notes that in Uzbekistan, demand can be provided by young consumers and Russians who have moved to the country. In Kazakhstan, the source believes, there are no major players in the perfumery and cosmetics market working with Letual in the same segment. The network declined to comment.
After analyzing the February vacancies on HeadHunter, the newspaper concluded that “Letual” also plans to expand the number of stores in Armenia, Belarus, Kyrgyzstan, Tajikistan and Mongolia. In particular, the company is looking for a security director in Almaty and a chief accountant for the CIS. The job description states that while “Letual” is preparing to open legal entities, current accounts, etc., in a few months the network plans to start active operations in the countries.
The Golden Apple said that by the end of 2023 they intend to open a fourth store in Kazakhstan. Now the network has two stores in Almaty and one in Shymkent. In addition, in 2021 the company opened a point in Minsk, and this year it wants to enter the market of another country. Details are not disclosed.
Kommersant notes that another major player is “Magnet”, which opened 12 MCosmetic stores in Uzbekistan in 2022. The company did not respond to the newspaper’s request.
Experts considered the development of networks in neighboring countries to be promising. Mikhail Burmistrov, General Director of Infoline-Analytics, noted that entering new markets will allow building new supply chains within the framework of direct and parallel import schemes, which will increase the efficiency of operations.
Executive Director of the Association of Producers of Perfumery, Cosmetics, Household Chemicals and Hygiene Products Petr Bobrovsky also pointed out the companies’ interest in debugging logistics routes to expand the range and direct contacts with foreign manufacturers. At the same time, he drew attention to the risks. According to him, the lack of information about consumer behavior may not allow reaching the planned sales.
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