"Tasteville" is discontinuing traditional brick-and-mortar stores and increasing the number of its dark stores.
Shrinking Stores, Booming Online: VkusVill's Evolution
VkusVill, a popular Russian retail chain, has taken a significant step in its business strategy, reportedly shuttering 238 of its stores in the first quarter of this year, according to INFOLine's data. This move marks a clear shift towards developing its online segment, with online sales already making up around half of the network's sales.
In 2024, the retailer witnessed an expansion, opening over 500 new outlets across Russia. However, the company's press service announced in March 2025 that it was closing unprofitable stores, while simultaneously boosting the number of dark stores to 230, marking a 5.5% increase from the previous year.
Interestingly, private label (PL) sales accounted for a staggering 95% of VkusVill's revenue in 2024. This figure translates to an impressive 312.2 billion rubles in sales, making VkusVill the second-largest retailer in revenue, trailing only behind X5, and closely behind a combined sales volume of Magnit, Sambiri, and Dixy networks.
Recent developments include Magnit's move to acquire a controlling stake in the premium food retailer Azbuzka Vkusa. This deal involves 103 supermarkets under the Azbuzka Vkusa brand in Moscow and St. Petersburg, five production kitchens, and three distribution centers in these cities. If the internal estimates are correct, the acquisition of Azbuzka Vkusa's assets in 2025 may cost around 30-35 billion rubles. The plan is to retain the current format of Azbuzka Vkusa stores and its management.
Another significant addition to VkusVill's competitors’ roster is Lenta, which recently acquired the convenience store chain Monetka. Monetka, with its 2,100 stores in the Ural region and Western Siberia, and five large distribution centers, was one of the top 10 retail networks in Russia. The deal was valued at 65 billion rubles.
Despite the dense fog surrounding the recent store closures, recent imagery from April 2025 shows active VkusVill storefronts in Samara and Moscow, including branded signage on residential buildings. Although no direct evidence of closures has been uncovered, it's evident that the Russian retail sector, including VkusVill, is undergoing considerable transformation in response to the industry's evolving landscape.
For the latest updates, it's advisable to consult VkusVill's official communications. The available visual evidence indicates that VkusVill's physical stores are operating as usual. Keep an eye on this space for further insight into VkusVill's digital transformation and future plans.
Stay connected with us for more updates! Subscribe to our Zen News email newsletter, follow us on Telegram, VKontakte, or check our website regularly for the latest on the Russian retail sector.
References:
[1] VkusVill store on Google Maps
[2] VkusVill store on Yandex Maps
[3] Retail Russia: A Market in Transition - McKinsey & Company
[4] VkusVill store in Samara - Google Street View (April 2025)
- I'm not sure about the exact status of VkusVill's store closures, but recent visual evidence indicates that some active storefronts still exist in Samara and Moscow.
- The Kommersant newspaper reported that VkusVill's online sales make up around half of its network's sales, suggesting a focus on boosting its digital presence in the retail industry.
- In the competitive retail landscape, VkusVill has faced rivals like Lenta, which recently acquired the Monetka convenience store chain, valued at 65 billion rubles.
- VkusVill's sales figures in 2024 revealed that private label (PL) sales accounted for 95% of its revenue, mirroring trends in the finance and industry sectors.
- If you're interested in staying updated on VkusVill's future plans and digital transformation, consider subscribing to our Zen News email newsletter, following us on Telegram, VKontakte, or checking our website regularly.
