L Etoile, chain of stores

Aktivs

The chain of stores "L'Etoile" (LLC "Alcor and Co.") is a network of perfume and cosmetic stores opened in more than 250 cities of Russia. As of July 2024, the total number of Letual stores in Russia exceeds 1000.

Performance indicators

2024:43% increase in revenue from sales on the site and through the mobile application

LETUAL on January 27, 2025 announced the achievements of 2024 and shared his plans for 2025.

In 2024, the number of clients of the LETUAL network exceeded 50 million people: these are residents, and Russia countries CIS. Middle East The company's total sales amounted to 120 million units of goods (+ 7% of sales in 2023), of which 80 million fell on retail the chain's stores.

The key achievement of the year was LETUAL's entry into the middle-east market: the company opened five stores in the UAE (Dubai, Sharjah (two stores), Abu Dhabi, Ras al-Khaimah) and one in Qatar (Doha).

We believe that the opening of new stores in the Middle East and the CIS countries, an increase in market share in the Russian beauty retail segment and the expansion of the assortment is a big step and the creation of new business opportunities that in 2025 will allow the brand to take new positions in the industry, - said Dmitry Sosunov, CEO of the LETUAL network.

LETUAL also strengthened its position in the Russian market and in the CIS countries, opening 40 stores:

• Krasnodar, Volgograd, Taganrog, Yekaterinburg, Tyumen and Irkutsk - 26 new stores.
• Uzbekistan - two new stores.
• Kazakhstan - seven new stores.
• Belarus - five new stores.

In 2024, LETUAL introduced products from more than 5,000 brands, 1,252 of them new: Reson, Shanghai Song, Sabrina Carpenter, Mumchit, Arive Makeup, Beauty Bomb and others. Among them are seven new Russian brands offering more than 75 SKUs.

The range of products has also expanded significantly, with the number of SKUs increasing to 193,000 in 2024, exceeding the 2023 figure of 168,000. As to data of the end of 2024, LETUAL presents goods from 10 countries:, France Russia,, UAE,,,,,, and Koreas Turkey USA Japan Italy Australia Belarus.

2024 was the year of additional communications about LETUAL's own brands. For example, a joint project of the perfume brand Soul of Russia with Rossiya Airlines (compositions for aircraft salons) is an example of a successful collaboration that increases customer loyalty and provides additional touch with a wide audience.

The company's revenue from sales on the site and through the mobile application in 2024 increased by 43% compared to 2023. The company's experts note that buyers began to issue online orders at LETUAL 30% more often: the number of orders increased from 9.5 million in 2023 to more than 12.4 million in 2024. Online sales in 2024 were led by perfumes (56%), face care cosmetics (17%) and makeup (13%).

The average MAU of a mobile application has also grown (+ 30% in normal months and + 50% in the high season), and the total number of visitors to the site and application in December exceeded the record 120 000 000 (three times more than in December 2023).

In 2024, LETUAL regularly offered profitable shares to customers. Additional attention was paid to seasonal discounts and special offers.

In 2025, the company's needs continue to be in the first place: LETUAL regularly analyzes customer requests and updates assortment and price offers. In 2025, the company will continue its expansion in the Russian and foreign markets. In addition, LETUAL plans to reposition the brand, strengthen new categories of goods and expand the range of online and in all retail stores of the chain.

History

2024

Opening a store in Abu Dhabi

LETUAL has opened the fifth UAE beauty space in - a shop in the Emirati capital. Abu Dhabi He appeared in one of the top shopping centers in the city of Abu Dhabi Mall. The company's investments are estimated at 5 million (~ dollars 18 million dirhams). The company announced this on September 10, 2024.

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Фото: LETUAL

The area of ​ ​ the LETOILE store in the capital of the UAE is 1024 m ². The preliminary average check is estimated at $82 (~ 300 dirhams). According to the company's plans, the annual turnover will amount to $8 million (~ 30 million dirhams).

The LETOILE assortment in Abu Dhabi includes about 23 thousand. SKU from 486 brands: Chanel, Dolce & Gabbana, Eisenberg , Philipp Plein and others. Perfume has become one of the top categories, it has 238 brands, including 96 niche ones. Body products, in turn, can be selected from 99 brands.

Opening a store in the UAE

On July 23, 2024, LETUAL opened the first store of the chain in the UAE. Earlier, the retailer entered the Middle East market by opening a Dolce Milk corner and a LETUAL store in Qatar's City Center Doha Mall.

The 518 m ² point is located trade in the center of Sharjah City Center Al Zahia. The amount of investments amounted to more than 5 million dollars (18 million dirhams). The average check is estimated at 150 (dollars 550 dirhams). The planned sales volume for the year is $10 million (37 million dirhams).

The range of the LETUAL store in Sharjah includes products from more than 500 beauty brands and almost 14,000 SKUs: Chanel, Lancôme, Saint Laurent, Armani, Versace, Van Cleef, Gritti, Moncler, Ferragamo, Attar Collection, Tiziana Terenzi, etc. Among the exclusive ones for the UAE are Eisenberg, Kylie Minogue, Zarkoperfume, Collistar, Antonio Maretti, Dolce Milk, etc. The emphasis is on decorative cosmetics, selective perfumes and skin care.

In 2024, the beauty retailer plans to open four more outlets in the UAE.

Entering the UAE market is a logical strategic development of the company. Beauty retailer chose the UAE, including because of the interest of local residents in perfumes - this is one of the strong directions of LETUAL. The country has a high demand for niche perfumes (especially men's), as well as products with SPF, hand care products and decorative eye cosmetics, which is explained by local culture and traditions. In addition, residents of the UAE prefer to go to offline stores rather than make purchases online. Shopping here (as in many Arab countries) is an important and favorite part of spending time and relaxing.

Dmitry Sosunov - the new general director of the Letual network

The Letual cosmetics chain changed its CEO in April 2024: Dmitry Sosunov was appointed instead of Tatyana Volodina. Read more here.

2022

Creation of the IT company "LetteTech"

Letual has registered its own IT company called Lette. The press service of the cosmetics chain announced this on July 28, 2022. Read more here.

Sale of assets in Ukraine

On June 8, 2022, it became known that L'Etoile had sold its assets in Ukraine. We are talking about the Brocard chain of stores and the distributor in the field of beauty goods Hexagone, which were bought by the French perfume holding Philippe Benacin Holding. The financial terms of the transaction were not disclosed.

According to Interfax, citing data from the Association of Retailers of Ukraine (RAU), since 2010 Brokard-Ukraine has belonged to an offshore Cypriot holding with Russian owners, and the ultimate beneficiary of Brokard-Ukraine and Egzagon was the owner of the Russian network L'Etoile Tatyana Volodina.

L'Etoile network chose Russia and sold its assets in Ukraine

It is noted that the new owner of the companies will continue the further development of the Brocard Ukraine trading network. It is known that Philippe Benacin Holding founder Philippe Benacin is also a co-owner of Interparfums, a company engaged in the development, production and distribution of perfumes and cosmetics.

By the beginning of 2022, the Brocard chain consisted of about 100 stores in 26 cities of Ukraine. The staff of the company was 1.8 thousand people. According to the company, the total turnover of the network in 2020 amounted to 4.13 billion hryvnia.

In March 2022, the L'Etoile chain of perfume and cosmetics stores denied information about the termination of trade in Russia. Rumors appeared against the background of how several foreign cosmetics manufacturers, including L'Oreal, announced the temporary closure of all points of sale and online stores in Russia against the background of a military special operation of the Russian Federation in Ukraine. Moreover, L'Etoile said that in 2022 it will open 50 new stores and significantly expand its product range.

The company focuses on brands that operate in Russia and on brands of its own brands. L'Etoile has its own production in Russia, which has all the necessary certificates, including ISO 9001:2015.^[1]

2018: More than 850 stores in Russia

As of January 2018, tens of thousands of brands of almost 150 brands are represented in L'Etoile stores. Among the partners of the network are companies such as: Christian Dior, Guerlain, Chanel, Givenchy, Sisley, Kenzo, Estee Lauder, YSL, D&G, Clarins and many others. In Moscow, as of January 2018, there were 150 stores, and in Russia the number of stores exceeds 850 opened in more than 220 cities.

1998: Opening of the first store in Voronezh

In December 1998, the first regional store "L'Etoile" was opened in Voronezh.

1997: Opening of the first store

The first L'Etoile store opened in Moscow in September 1997.

Notes