Vkusville beautiful

History

2024: Store openings

The Vkusville chain has begun opening cosmetics stores under the Vkusville Beautiful brand. This is a new format of specialized points of sale, where a wide range of cosmetics, household chemicals and household goods will be presented. The project is being launched as part of the diversification of the company's business, and the first store will open in the Urban Stories residential complex on Anna Akhmatova Street, next to the Rasskazovka metro station. As of September 2024, the store is under construction.

According to Sostav, the new Vkusville Beautiful project is a test format in which the assortment will be presented both under the Vkusville brand and products from the company's partners. At the same time, almost 99% of all cosmetic products are produced in Russia, which emphasizes the company's strategy to support domestic manufacturers.

source = "Vkusville"

Mikhail Burmistrov, CEO of Infoline Analytics, notes that Vkusville is successfully using its strong brand, which is associated with naturalness and ecology. In his opinion, the launch of cosmetics and household chemicals stores is a logical continuation of the company's development. This solution will allow Vkusville to create a chain concept similar to the Magnit strategy, where one retailer develops different formats, such as cosmetics, food and even catering stores. This contributes to more efficient use of retail space and increased traffic.

The company will need from ₽10 to ₽12 million to open one Vkusville Beautifully store, says Dmitry Tokarev, managing partner of Retail. The peculiarity of this format lies in the need to attract sales consultants who have specialized knowledge in the field of cosmetics. This increases personnel costs but provides a higher level of service.^[1]

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