Auchan Russia

Auchan has been established in 2002. The headquarters is based in Moscow, Russia. The firm operates as a subsidiary of Auchan Holding. The firm today operates over 300 stores across the country. In fact, Auchan Russia is considered the third largest market after France and China, with revenue attaining 4000 million euros in 2014. In the year 2016, the firm was ranked 1st in a list of the largest foreign owned companies by the Russian edition of Forbes.

The firm offers a wide assortment of products under the following categories:

Sweet grocery
Savory grocery
Drinks
Household
Personal care

Auchan provides its own brands and the products are even cheaper by 10 to 20% than other Russian competitors.

Some of Auchan’s private labels are as follows:

Le moins cher -Economic product line
Les produits Auchan
Rik et Rok - children products
Les produits régionaux - regional specialities
Mmm! - Auchan gourmet items
Mieux vivre Bio/sans gluten - bio and or gluten free products
Baby - baby products
Kazhdyi Den - Ecoomic line in Russia
Nasha sem'ja - local economic line in Russia

The firm started producing its own line of products in Russia in 2003 and introduced the ‘Kazhdy Den’ (Everyday) which is an economy line of products.

As of 2017, the firm used 29 different private label brands but they have decided to merge the brands under the Auchan Umbrella brand in Russia. The transformation is going to take approximately 2 years according to Auchan Russia’s marketing director.

Employing over 43000 collaborators, the general retail chain continues to expand with its private labels and a large product assortments at competitive prices.

The company achieved 5.7% of the Russian market share in the year 2016. The firm considers Russia as the third most important country in terms of turnover. According to Lz Retailytics, Auchan along with five other retailers are going to expand their joint market share to almost 50% by the year 2021.

In fact, the objective of the company is to invest in the chain expansion and plans to transform the Atac stores into Auchan branded stores. As of 2018, the firm is making a new strategy by giving up the discounter hypermarket formats and moving upmarket with more premium products in its retail mix.