The combined company Wildberries & Russ has gained full control over one of the largest Russian cosmetics retailers, the Rive Gauche chain. According to the state register of legal entities, the marketplace became the owner of a 100% stake in the company, completing the process of integrating the offline retailer into its ecosystem.
Information about the deal was confirmed by the Wildberries & Russ press service, noting that the acquisition was part of a previously announced strategic partnership between the companies.
"Joining Wildberries, one of the largest Rive Gauche chains, will allow us to develop omnichannel sales, significantly expand the range of brands on the virtual showcase and ensure the availability of Beauty products to customers in the regions and countries of presence," the company said.
In fact, we are talking about the transition from a partner model to a full-fledged vertically integrated format, in which Wildberries gains control over the entire chain — from the digital storefront to the retail infrastructure.
Preparations for the deal began in the fall. In September, the companies agreed on strategic cooperation.: Rive Gauche has joined the Click&Collect pickup service and received a separate section in the perfumery and cosmetics catalog on the marketplace. At the start, the entire network of 252 stores across Russia was connected to the system, including Moscow, St. Petersburg, Krasnodar, Rostov-on-Don and other major cities and regions.
For Wildberries, the deal has several strategic effects at once. Firstly, the position in one of the most marginal segments of e-commerce, the Beauty category, is strengthening, where brand credibility, product originality and delivery speed remain key factors. Secondly, the company receives a well-developed offline network that can be used as a logistics and service infrastructure — pick-up, return and local storage of goods.
From the point of view of the cosmetics market, the deal reflects the general trend towards consolidation and omnichannel. Customers increasingly expect a seamless experience between online ordering and offline buying, while retailers expect lower logistical costs and increased product availability outside the largest metropolitan areas.
Experts note that marketplace control over a specialized retail network also reduces dependence on third—party suppliers and increases the transparency of supply chains, which is especially important in the context of increased control over certification, product originality and parallel imports in the cosmetics segment.
