diHouse Dihaus

DiHouse (Dihaus LLC) is engaged in distribution, retail and corporate supplies of smartphones, mobile and desktop computers, household appliances, equipment for gamers, digital gadgets and accessories. The company was founded in 1996 and is part of the LANIT group of companies.

As of January 2021, the diHouse portfolio includes over 100 brands of world manufacturers, and the partner network has more than 1000 companies in Russia and the CIS countries.

Performance indicators

2021: Growth in turnover by 26.7% to 111.3 billion rubles

At the end of 2021, diHouse's turnover grew by 26.7% and amounted to 111.3 billion rubles with VAT.

DiHouse's portfolio has been replenished with promising brands from around the world:

• ADO - e-bikes.
• Dr.Bei - oral care devices.
• HIMO - cycling products.
• JVC - electronics accessories.
• MobyFox - straps for Apple Watch.
• Oclean - oral care devices.
• Particula are smart Rubik's cubes.
• Rokform - accessories for smartphones.
• SJCAM - action cameras.
• Soocas - devices for caring for health, hygiene and beauty.
• Townew - gadgets in the Smart Home system.
• Tucano - electronics accessories.

In the direction of e-commerce, turnover in 2021 increased by 82%. The company continued to expand its presence on marketplaces such as AliExpress, OZON, Wildberries, Yandex.Market. The list was supplemented by SberMegaMarket. By the end of 2021, diHouse had 15 storefronts, including 6 monobrand ones. Contracts were signed with courier services Russian Post and Pony Express, as well as points of issue of 5Post.

Another of the priority areas of activity of diHouse in 2021 was work trade with DIY networks, and off-price FMCG stores. The company entered into agreements with new partners and increased the turnover in this sales channel by 4.5 times. In addition, diHouse provided comprehensive support to stores: from assortment selection to personnel training at points of sale and design of brand areas.

History

2024

DiHouse became the main beneficiary of Red

On July 3, 2024, it became known that DiHouse, one of the largest electronics distributors in Russia, owned by Philip Gens, became the main beneficiary of the domestic brand of household appliances Red. According to the SPARK-Interfax database, DiHouse increased its stake in Red LLC from 15% to 90%. Read more here.

Exclusive Distribution Agreement with Elsa

diHouse on March 14, 2024 informed TAdviser about the appearance in its product portfolio of the Chinese company-manufacturer of monitors, computer equipment and components for PC Elsa, with which diHouse entered into an exclusive distribution agreement. The first Elsa products entering the Russian market were the company's new monitors, already available for ordering to partners. Read more here.

Creating a company to sell children's smartwatches

At the end of January 2024, it became known that the distributor diHouse , a subsidiary of "," Cheek established a new company called Elari Aichi. She will promote the brand of children in smartwatch Elari the Russian market. More. here

2023

Exclusive Brand Supplier Botslab

DiHouse (part of the LANIT group) has become an exclusive supplier of the Botslab brand, specializing in the production of home security products. The company announced this on November 7, 2023. Read more here.

Victory in court for domain dihouse.ru

On October 23, 2023, the Moscow Arbitration Court ruled on the claim of the diHouse IT distributor against Nalim Development Ltd, which is one of the largest domain administrators in the.ru zone. The subject of the proceedings was the right to own the domain dihouse.ru. According to the court order, Nalim Development must give the plaintiff administration of the specified name.

Nalim Development, a company registered in the Seychelles, according to the Kommersant newspaper, manages approximately 4.5 thousand domains in the.ru zone. For comparison: Sberbank has 1.2 thousand domains.ru, Microsoft has 777, VK has 490. Among other things, Nalim Development owns the rights to the name dihouse.ru. In 2002-2003, the official website of the distributor diHouse, which was then part of the DPI group, was located on this domain. However, between 2003 and 2007, when the diHouse brand was not used, control of the domain was lost. In particular, in 2003-2005, when trying to visit the dihouse.ru, a redirection to the DPI website took place. At various times, individuals, Datahost from Belize, became the owners of the dihouse.ru, and from September 2020 - Nalim Development.

As of October 2023, the diHouse brand is using the domain di-house.ru. At the same time, the company is trying to return the rights to the name dihouse.ru. In November 2022, the court, considering the diHouse lawsuit, banned Nalim Development from using the diHouse corporate designation in the domain. After that, the IT distributor through the court requested the return of rights to the domain name dihouse.ru. This claim was also satisfied.

Meanwhile, other companies are filing similar lawsuits against Nalim Development. So, in May 2023, the court, at the request of the German clothing brand Puma, banned Nalim from using its corporate designation in the domain puma.ru. And on December 21, 2023, a meeting is scheduled on the claim from Uralkali: in this case, the disputed domain is uralkali.ru.^[1]

Co-founder of the Russian Association of Distributors and Importers of Video Games

The Russian Association of Distributors and Importers of Video Games (R.A.D.I. Video Games) began its work in Russia, the goals of which are to support the legal import and sale of video games, organize correct communication on them, inform consumers about the content of physical publications of video games, as well as recommendations on age restrictions. DiHouse is among the founders of the Association. This became known on September 13, 2023. Read more here.

OnePlus Distribution Agreement in Russia

At the end of May 2023 diHouse , she announced the signing of a distribution agreement with OnePlus. Thus, the Chinese manufacturer has the first official supplier of products on the Russian market. More. here

Start service support for all Apple devices

On March 23, 2023, diHouse (part of the LANIT group) announced the start of its own service support for all Apple devices it imported into Russia.

Since March 2022, official deliveries of Apple devices to the Russian market have ceased, which is why Apple goods imported into the country are no longer covered by the manufacturer's warranty. The level of support for such products depends solely on the seller and distributor responsible for the delivery of a particular batch of goods.

diHouse takes over service support for Apple devices that the company has imported into the Russian market. That is, it is the distributor who, instead of the vendor, will change the goods in the event of a factory defect or an unrecoverable production defect and carry out repairs in service centers with which the company has signed cooperation agreements.

On the box of the Apple device imported into Russia diHouse, a corresponding sticker with product information and the company logo are pasted.

DiHouse recommends that the buyer of any Apple device, without fail, check with the seller the level of service support, since the manufacturer does not bear warranty obligations for goods imported into Russia.

Highlighting the direction "House, garden and renovation"

On February 17, 2023, diHouse announced that it was expanding its scope by singling out a separate direction, House, Garden and Renovation (DIY), in its business. At the end of 2022, the DIY market showed results only a few percent lower than in the peak for the Russian market in 2021, which indicates ongoing demand in this segment. DiHouse considers DIY to be very promising in the Russian market, especially given the emergence of an increasing number of domestic manufacturers of household goods, gardens and repairs. In the current conditions, more and more players appear, for the formation of the business of which diHouse offers all its expertise in building work with sales channels. As of February 2023, diHouse is already working with a number of Russian vendors that offer high-quality and competitive products.

The Russian DIY market seems to be capacious and promising for the development of this area within the company. diHouse employees have the necessary competencies to build effective distribution in sales channels. The gained experience of interaction with a number of foreign and domestic DIY manufacturers, allows you to look to the future with confidence, said Timur Vinogradov, retail sales director, diHouse.

STN - Modern heating technologies - produces various types of heating devices in demand on the market: convectors, heating panels, skirting heaters, temperature controllers, tape and traditional cable warm floors.

The NRZ brand (Nevinnomyssky Radiator Plant) produces aluminum and bimetallic radiators with high heat transfer. Its significance has been confirmed by multiple real-world tests. Radiators quickly and efficiently warm up the room.

2022: Distribution agreement with Rombica

DiHouse (part of the LANIT group) has signed an exclusive distribution agreement with the Rombica brand for the supply of laptops. myBook Eclipse series models are already available for order. diHouse announced this on December 19, 2022. Read more here.

2020

Turnover - 87.8 billion rubles

The turnover of diHouse in 2020 was the largest in the history of its existence and amounted to 87.8 billion rubles (including VAT). This was announced by diHouse on January 19, 2021.

The Company continued to develop the "Single Entry Point to Russia" strategy, developing new directions and sales channels, expanding its brand portfolio and assortment range. As a result, contracts were signed with large retail chains in such non-core categories for electronics distributors as DIY, FMCG and off-price stores.

The presence on marketplaces was significantly expanded and stores were opened at AliExpress, Goods.ru, OZON, Wildberries, Yandex.Market sites. The assortment range was constantly developing.

The company stores created and managed by diHouse on AliExpress included 7 more:

• Dell Official Store
• Haier Authorized Store
• Huawei Official Store
• Nintendo Branded Store
• Nvidia gaming-premium Store
• Vsmart Official Store
• Xiaomi Authorized Store

The company's portfolio has been replenished with new brands of manufacturers from around the world:

• Aqara - Smart Home class systems: from smart bulbs and sockets to wireless switches and temperature sensors.
• Deerma is a wide range of household appliances.
• Dr.Bei - high-tech toothbrushes and oral care products.
• Doni is smart household appliances, the assortment is based on robotic vacuum cleaners.
• Haylou - wireless headphones and other accessories.
• Jimmy - wireless vertical vacuum cleaners and other electronics for the home.
• j5create - computer accessories.
• Ninetygo - various smart devices, clothing and accessories.
• Oclean is an innovative oral hygiene care product.
• Roidmi - wireless vacuum cleaners in the middle price segment.
• SmartMi is a smart climate technique for the home.
• Sudio - premium wireless headphones.
• Viomi is a household appliance that includes robotic vacuum cleaners, cordless vacuum cleaners and smart kettles.
• Vsmart - smartphones.
• Yeelight is intelligent lighting.
• 360 is a variety of smart equipment, among the most popular categories are robotic vacuum cleaners and dome video surveillance cameras.

In addition, the range of existing brands has been expanded and deliveries of Honor laptops and gaming models of Lenovo Legion laptops have begun.

Contract for the supply of SmartMi goods to Russia

The distribution company diHouse (part of the LANIT group of companies) and the manufacturer SmartMi, whose products are part of the Xiaomi ecosystem of goods, announced on July 14, 2020 that they had signed a contract for the supply of goods to Russia.

The original products of the manufacturer of smart climatic equipment for the home SmartMi Xiaomi can now be purchased in Russia. diHouse became the first official distributor of this brand's technology. Supplies of humidifiers, heaters, air purifiers and other goods of the manufacturer are planned in the third quarter of 2020.

Xiaomi's SmartMi system allows you to remotely control the climate indoors and is suitable for use in both an apartment and a country house. For example, with its help, you can warm up the air in advance at home or in the country before arriving, moisturize it or set a scenario to automatically maintain the desired climate.

SmartMi products will be available in chain stores, on Wildberries and Ozon marketplaces, as well as in the diHouse branded online store.

Xiaomi ecosystem products appeared on the Russian market in a wide range at the end of 2018, when diHouse signed a contract with the manufacturer.

Product portfolio

As of June 2020, diHouse supplies products from world representatives of the modern digital technology market - Apple, ASUS, Acer, Dell, Haier, Huawei, Honor, Lenovo, Microsoft, Nintendo, Xiaomi and many others. The main product portfolio is complemented by accessories from such manufacturers: GoPro, Incase, JustMobile, Macally, Ozaki, Parrot, Satechi, Wacom and more than 100 other world-famous companies.

In its activities, the company uses offline and online sales channels aimed at wholesale and retail buyers throughout Russia and in the countries of the customs union. diHouse distributes to federal networks of electronics and household appliances, FMCG and DIY networks, online and telecom retail, supplies equipment to corporate customers. As of July 2020, the company is also developing a retail direction - sales through marketplaces and branded online stores.

2019: "Single entry point into Russia for manufacturers"

In 2019, diHouse began providing digital manufacturers with a comprehensive Single Entry Point to Russia service, offering them, in addition to classic distribution, services such as marketing, opening and managing monobrand online stores, sales through marketplaces, service and others.

The line was expanded laptops ASUS with the ROG series.

In addition, the company has signed an exclusive contract for the distribution of Ecovacs robotic vacuum cleaners, as well as contracts for the supply of Roborock, Roidmi products. There were such categories of goods as: vertical battery vacuum cleaners, suitcases, humidifiers, projectors, children's designers, etc.

During the year, sales were launched through marketplaces to retail consumers, a monobrand online store Nokia (mobileshop.nokia.ru) was opened, as well as branded stores on AliExpress: Microsoft, Ecovacs and diHouseStore.

In 2019, diHouse was awarded Gold Award Distribution Partner status by Xiaomi.

The company's revenue in 2019 amounted to 49.1 billion rubles excluding VAT.

2018: Honor, Huawei, Xiaomi, Haier contracts

In 2018, diHouse began working with major the Chinese manufacturers. smartphones Distribution contracts have been signed with,,, Honor, Huawei Xiaomi which Haier was the beginning of a rapid growth in sales of all products of these manufacturers:,, smartphones laptops accessories, Xiaomi ecosystem products, etc.

According to information for 2018, diHouse is part of the LANIT group and specializes in the distribution of mobile devices, digital gadgets and accessories from world manufacturers. Among the vendors whose products the company supplies are Apple, Asus, AdvoCam, Dell, Fibrum, GoPro, Irbis, Lenovo, Microsoft, Parrot, Tesoro, PlayMe, Samsung, Transcend, Huawei, Motorola Solutions, Nintendo, Xiaomi and many others.

Work is carried out with key federal and regional retail chains, as well as with a dealer channel.

2016: Turnover growth by 41% and development of single-brand online stores

Revenue amounted to 39.2 billion rubles excluding VAT, an increase of 41% compared to 2015.

In 2016, diHouse began providing a service for manufacturers such as managing monobrand online stores. The first partner in this area was nVidia.

In September 2016, diHousehold celebrated its 20th anniversary.

According to 2016 data, the company specializes in the distribution of computers, digital devices and accessories. diHouse is focused on working with a retail sales channel, primarily federal retail. Thanks to cooperation Lenovo with in previous years, diHouse signed a supply contract smartphones Motorola and became one of the two official distributors of this brand in. At the Russia same time, the company began shipping Nintendo gaming equipment.

2015:28% drop in revenue, 60% drop in profit

diHouse's revenue in 2015 decreased by 28%, from 38.7 billion rubles to 27.8 billion rubles. Profit decreased by about 60%, from 1.3 billion rubles to 509 million rubles. Such data is contained in the Contour-Focus database.

DiHouse CEO Yury Rodny told TAdviser that any comparison with 2014 should be made very carefully, since in the last quarter of 2014, partners bought almost any product, trying to keep up with the price increase associated with the ruble exchange rate. The excitement in retail sales allowed diHouse partners to have enough cash flow to buy a prepaid item and avoid a price increase due to funding a deferred payment, he says. Thus, there were two positive factors: high demand with almost no bargaining and a decrease in the need for lending and, accordingly, costs for it.

However, already at the beginning of 2015 it became obvious that in addition to reducing demand in the electronics market, a high level of goods stocks in the retail channel exerts great pressure on the distribution business: from 4 to 6 months of sales in different lines. Therefore, we can say that at the end of 2014 we sold what we would normally sell in the first half of 2015, "diHouse CEO explained to TAdviser.

If you compare the financial indicators of the company in 2013 with the figures of 2015, you can see that they are almost identical, and in terms of profitability, 2015 even exceeds 2013, and the average value from sales of 2014-2015. is just about 30 billion rubles, added Yury Rodny.

At the end of 2016, diHouse expects sales to grow by 30% in relation to both 2015 and the "pre-crisis" 2013: "The dynamics of shipments allows us to consider these figures absolutely real. So, at the end of August 2016, our sales account for 80% of 2015, and the highest season of the year is still ahead, "said the CEO of the company in a conversation with TAdviser.

Speaking about what measures diHouse plans to take to improve financial performance, Yury Rodny said that during the peak of the crisis, the company signed contracts with Lenovo, Acer, Irbis, which allows it to consider its line of laptops and tablets complete at the moment.

A stable financial position allows diHouse not only to retain, but also to increase market share. Our turnover is growing, despite the fact that the market is decreasing. Today's strategy is to "tear down low-hanging apples," which is due to the departure of competitors from the market or the deterioration of their financial situation and the ability to buy goods and provide a loan to a partner on sale, he said.

In March 2015, LANITGEORGY President Gens called^[2] selling Apple products one of the reasons why, against the background of the crisis, his group of companies does not reduce the distribution direction: "most of the sales are provided by Apple products, this segment is growing."

If you count distribution without Apple, then it decreases, and if with Apple it increases. The margin in the distribution of mobile phones is low, but the direction is ultimately profitable due to large turnover, Gens said. At the same time, he noted that a year ago diHouse was significantly less than another LANIT distributor - Treolan, and at the beginning of 2015 it turned out to be 20% more at the expense of Apple.

Retail chains saw an increase in sales iPhone in 2015. At the same time, some of them then began to purchase smartphones Apple directly from the manufacturer. In the middle of the year, networks M.Video and re: Store switched to such a procurement scheme, in particular.

Yury Rodny at that time noted^[3]that sales of the iPhone at M.Video and re: Store formed a rather noticeable business volume for his company and predicted that the business would decrease due to the fact that the distributor's margin would be distributed between Apple and retailers.

2014: nVidia Gaming Equipment Contract

The company continued to grow its portfolio of brands: in 2014, a contract was signed for the supply of nVidia gaming equipment.

2013: Agreement with Apple for iPhone shipments

In 2013 Apple , she chose Russia two wholesale distributors: and iPhone Merlion diHouse. Prior to that MTS , VimpelCom and "," MegaFon which sold iPhones both in their own salons and supplied devices to all Russian retail chains, were sold in Russia with the 2008 of the iPhone of the year. In 2010, "" Megaphone stopped working with Apple, in September 2012 the contract with MTS ended, and VimpelCom abandoned the partnership last summer of 2013. As a result, there was a situation that Apple did not have partners in the wholesale supply of the iPhone.

In 2013, diHouse also received the status of a specialized distributor of branded stores. Samsung The work of a team specially created for this project made it possible to help to South Korean the giant open more than 100 monobrand stores on the territory. Russia

2012: Acquisition of Pirit's distribution business

In February 2012, the LANIT and PIRIT groups of companies signed a letter of intent, according to which the PIRIT distribution business will become part of the LANIT group. At the first stage (the first half of 2012), PIRIT distribution will operate as part of the LANIT group of companies as a separate division, gradually integrating the infrastructure (warehouse, logistics, finance, accounting system). At the second stage (the second half of 2012), it is planned to integrate PIRIT sales, product marketing and marketing communications into the updated commercial organization of the combined company. It is planned that the complete merger of the businesses of both companies will be completed by the end of 2012.

Other business units of the PIRIT group of companies are not included in the deal perimeter. After the completion of the integration period, the PIRIT trademark is retained by the previous shareholders of the group.

Alexander PIIT Group President Alexander Gukkin has been appointed to the position of LANIT Vice President for Distribution, which will allow him to actively participate in the process of integrating the distribution of PIRIT and Treolan, as well as to take on issues related to the development and improvement of the efficiency of the distribution businesses of the LANIT Group of Companies.

2011: Butman sells a stake in Gensou. The company is part of the Lanit Group of Companies

In June 2011, one of the co-owners of the ECS group - Evgeny Butman - sold his share^[4] Gens, and re: Store Retail Group and diHouse became subsidiaries of LANIT.

Yury Rodny continued to serve as CEO. Philippe Gens became president.

In 2011, diHouse began to develop relations with manufacturers of gaming equipment, and the first partner was Microsoft, with which a contract was signed for the distribution of Xbox consoles.

2010: Creation of a strategic direction for working with accessories for equipment and expansion of the portfolio of brands

Lev Yury Rodny was appointed General Director of the company.

In 2010, a strategic direction for working with accessories for equipment sold by diHouse was allocated, and a special department was created. Since then, the accessories market has remained in focus with the company.

In 2010, distribution contracts were concluded with global suppliers - Sony, Toshiba, Dell.

2008-2009: Implementation of the federal retail sales support system

To promote the Apple brand, the company actively used a retail sales support system, including demozone development, assortment management, and the training of brand-oriented consultants. This tool was offered to other manufacturers of digital equipment, as a result, marketing contracts were concluded with Sony, Ericsson, Nokia, Dell, Toshiba, Nespresso, Canon. Store sales growth was measured by hundreds of percent.

The company's revenue in 2009 amounted to 5.3 billion rubles.

2007: Gaining Apple Distributor Status

Until 2007, diHouse had the status of Apple IMC (Independent Marketing Company), and in 2007 changed its status to distributor and received the right to expand its portfolio with products from other manufacturers.

2003: Purchase of a controlling stake in Lanit

In May, the LANIT group of companies acquired a controlling stake (70%) in the DPI group of companies, which included, already as a separate line of business, and Apple IMC (diHouse). Evgeny Butman remained president of the DPI group of companies and joined the board of directors of the Lanit holding in the status of an independent director.

1996: Forming a company as part of ECS and becoming an Apple IMC

On September 1, 1996, DPI won the Apple tender, signed the contract and received Apple IMC status. It is this date that diHouse considers the day of its foundation. diHouse was formed as part of the ECS group. The founder and CEO of the company is Evgeny Butman.

Notes