« Tasteville » opened cosmetics of cosmetics stm
Retailers are looking for new ways to increase the share of sales of goods of their own brands: the first such corner with cosmetics and perfumes opened Vastiville. But now sales of this category of goods are transferred online, while offline stores are losing customers, experts warn.
“Tasteville” opened the Korner “Tasteville Cosmetics” at the Mega Khimki Trade Center in the Moscow Region, the representative of the retailer told Kommersant and confirmed in the UK Mega. At such points, care and perfumes will be presented under its own brand (STM). At the first stage, three cores will open, later a decision will be made on the scaling of the project, the company said.
« Tasteville » was founded in Moscow in 2012 by Andrei Krivenko, among investors there was Baring Vostok. It controls more than 2 thousand stores and 223 darcsters, present in 170 cities. In 2024, the network turnover grew by 27% year by year, to 329 billion rubles.
In addition to the main business, « Tasteville » has other directions. In 2023, the retailer bought it from Anastasia Tatulova (recognized by the Ministry of Justice of the Russian Federation in the agent) and its partners network of the Anderson cafe. Then the transaction was estimated at 600-800 million rubles. (See “Kommersant” dated November 20, 2023). In March 2024, the company, together with the Do.bro Coffee network founded in Blagoveshchensk, began to develop coffee houses under the new brand « Together ». A month later, I purchased 95% of the food delivery service to the dinner offices. Also, « Tasteville » develops the Cafe « Infant » and the pizzeria « Roman ».
The company is developing in the cosmetics sales segment. In the stores of the network, care cosmetics of STM are presented. In addition, at the end of 2024, the retailer opened in Moscow the first Vaselil Beautiful Cosmetics Store, Shopper's reported.
The opening of conceptual spaces with goods atypical for retailer is a more way to draw attention to the brand than an attempt to gain a foothold in the Beauty-Tovarov niche, the head of the CMWP research department Polina Afanasyeva believes.
Opening corners with cosmetics STM is a logical step. According to Nielsen, from October 2023 to September 2024, the share of STM in the sales structure of the FMCG market set a new record, reaching almost 15%. The senior director of Core.xp Marina Malakhakhatko is sure that the share of this segment in the market will continue to grow.
688.8 thousand tons
Completed cosmetics in Russia in 2024, according to preliminary estimates of the Ministry of Industry and Trade.
Over the past year, sales of cosmetics in certain categories in Vastiville have grown 10-12 times thanks to the launch of new lines and goods, said Maria Gimadinova, a cosmetics manager of cosmetics of the company. Probably, Vastiville expects to repeat the success of Magnit Cosmetic, believing that the audience of the network is sufficient for the payback of the new project, said Petr Bobrovsky, Executive Director of the Association of Perfumery, Cosmetics, Cosmetics and Hygiene.
In addition, according to the expert, the concept of corners is now popular among retailers, but there are few successful examples of implementation, since investment in marketing is significant. At the same time, the target audience often perceives such experiments without enthusiasm, notes Mr. Bobrovsky.
But the development of cosmetics and perfumes offline is also negatively affected by the outcome of demand online. According to the calculations of the Fiscal Data operator, the OFD platform, in January-mid-March 2025, as a whole, the number of perfumes and cosmetics throughout Russia decreased by 8% of the year, while in online stores, on the contrary, it grew by 13%.
