Red (household appliances)

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%.

According to Kommersant, DiHouse has acquired an additional 75% stake in home appliance manufacturer Red. The remaining 10% of the company is still owned by the former main beneficiary of Yulia Barysheva. Red LLC was founded in August 2022 by immigrants from Redmond, a manufacturer of household appliances.

source = Page Red in the social network "VKontakte"

DiHouse CEO Yury Rodny said that the company plans to invest in working capital of Red LLC for the purchase and production of household appliances, as well as pay off receivables to partners. According to him, in a year and a half, the Red brand has managed to gain the trust of Russian consumers and partners, but as a newly created company, it faces restrictions in obtaining favorable conditions from suppliers and attracting funding.

Experts note that the acquisition of their own brand of household appliances can bring DiHouse a number of advantages, including expanding the portfolio of brands and increasing margins due to the exclusivity of products. However, they also warn of the possible risks associated with the need for significant investments in marketing and the potential impact on the cost of final products.

This business is not high-margin, so distributors are increasingly focusing on the sale of household appliances of their own brand or, as in the case of DiHouse, acquire a finished vendor, "he explained.[1]

2022: Brand Announcement

In early December 2022, the distributor electronic engineers DiHouse (part of the LANIT"" group) presented its brand of household appliances - Red. This project is assisted by Red Solution.

The production of Red household appliances is planned in, China,, and Russia. Uzbekistan Belarus The company plans to enter the top three in the main categories. These are teapots, grills, meat grinders, blenders, vacuum cleaners, irons and other products. The brand plans to integrate with voice assistants "," "" and Yandex.Sberbank VK

DiHouse has launched its home appliances brand

According to DiHouse, to form a commodity line and adapt Red equipment to the needs of the Russian market, a team of engineers and marketers joined the project, which had previously developed and launched a brand of household appliances on the domestic market. Redmond

Redmond itself told Kommersant that Red Solution has nothing to do with their brand, as well as the fact that earlier the staff of the official dealer of Redmond technology, Innovative Solutions LLC, was reduced.

According to our information, it was the former employees of the LLC who organized the company for the sale and promotion of Red equipment, - said Redmond.

According to the publication, Red Solution hired about 700 developers who quit the Russian electronics vendor Redmond. Employees began to leave the company after the start of litigation. The main part of Red LLC (85%) belongs to Yulia Barysheva, 15% - DiHouse.

The new brand of household appliances Red may occupy in 2023 from 2 to 2.5% of the market for small household appliances, one of the IT market experts interviewed by the newspaper believes.

If foreign brands had not left the Russian market, then such a product would hardly have appeared. He also notes that now there are enough Chinese and Turkish equipment on the domestic market, which has better quality than Russian brands, as well as a lower price, "he told the newspaper.[2]

Notes