NOVUS
NOVUS is a Ukrainian supermarket chain (100% Lithuanian-invested) operating 95+ full-format stores and 70+ compact Mi Market stores concentrated in Kyiv and Kyiv Oblast, serving general Ukrainian consumers with groceries, fresh in-store production, and a private label portfolio.
- Company typePrivate
- Founded2009
- HeadquartersKyiv, Ukraine
- Headcount51–100
- GTM typeB2C
- OfferingServices
What NOVUS does
NOVUS (ТОВ «Новус Україна» / Limited Liability Company Novus Ukraine) is a privately held Ukrainian supermarket chain operating 95+ full-format stores and 70+ compact Mi Market neighborhood stores, primarily in Kyiv and Kyiv Oblast with additional presence in Rivne, Ternopil, and other Ukrainian cities. The chain is owned with 100% Lithuanian investment and serves individual Ukrainian consumers seeking groceries, household goods, fresh prepared foods, and private label products under the Marka Promo (value), Майстры смаку / Masters of Taste (fresh/in-store production), and NOVUS Cafe sub-brands. The company is supported by a 50,000+ m² BREEAM-certified logistics center that distributes across the entire retail network.
The core technology stack consists of standard enterprise systems — SAP S4/HANA for ERP, CRM for customer relationship management, and Service Desk for IT support — alongside two proprietary platforms: the СУПУТНИК internal distance-learning portal and the NOVUS Plus mobile loyalty application (with QR code linkage, purchase history, and price scanner). Revenue is generated primarily through in-store retail sales, supplemented by three private label product lines, a ZAKAZ.ua online ordering and delivery channel, wholesale/bulk pricing tiers, and a franchise licensing program.
The business model is high-volume consumer grocery retail, with go-to-market split between physical storefronts (direct-to-consumer across multiple store formats) and category-management-driven B2B supplier engagement covering beverages, perishables, dry goods, frozen foods, and private label. Pricing is unit-based with promotional discounts ranging 13–50%, a tiered wholesale program starting at 2+ units, and a free subscription loyalty program accumulating bonuses redeemable at checkout. Customers are segmented horizontally as the general Ukrainian consumer base — urban families, working professionals, and price-conscious shoppers — with no single named B2B anchor customer of material revenue concentration.
NOVUS firmographics
Firmographics- Name
- NOVUS
- Legal name
- ТОВ «Новус Україна»
- Website
- https://novus.ua
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NOVUS is a Ukrainian supermarket chain (100% Lithuanian-invested) operating 95+ full-format stores and 70+ compact Mi Market stores concentrated in Kyiv and Kyiv Oblast, serving general Ukrainian consumers with groceries, fresh in-store production, and a private label portfolio.
- Ownership category
- akta.pro rank
NOVUS industry classification
Industry- Product category
- Grocery Retail / Supermarket Chain
- NAICS
- Grocery and Convenience Retailers (4451)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Grocery & Food Omnichannel (CRAFAEAE)
- akta.pro secondary industry
- Grocery & Specialty Food Marketplaces (CRAFABAE)
Keywords
Where NOVUS is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices5 records
Markets served
NOVUS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Store Sales: Revenue from physical retail store operations selling groceries and consumer goods to end consumers.
- Private Label Products: Sale of products under own brands (NOVUS, Marka Promo, Maystri Smaku) with higher margins than national brands.
- Online Ordering (ZAKAZ.ua): E-commerce grocery ordering and delivery service integrated with physical store inventory.
- Wholesale/Bulk Sales: Wholesale pricing program offering discounted rates for bulk purchases (Оптом дешевше).
- Franchise Operations: Franchise program for opening NOVUS stores under licensing arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
| Unit Pricing | Pay-as-you-go | Wholesale bulk pricing (Оптом дешевше) |
| Subscription | Monthly | NOVUS plus Loyalty Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
NOVUS product offering
Product offeringCore offering
NOVUS operates a network of 95+ supermarket stores across Ukraine, primarily in Kyiv and Kyiv Oblast, selling groceries, household goods, and fresh in-store produced bakery, meat, and culinary items under private label brands including NOVUS, Marka Promo, and Майстри Смаку (Masters of Taste). The retail operation is supported by a mobile loyalty program (NOVUS Plus), a smartphone app with barcode scanning, online ordering and delivery via ZAKAZ.ua, and a 50,000+ m² BREEAM-certified logistics center.
Product overview
NOVUS is a Ukrainian supermarket chain with 100% Lithuanian investment, operating over 95 stores across Ukraine with the majority in Kyiv and Kyiv Oblast. The company operates three main store formats: full-sized NOVUS supermarkets featuring in-store production (bakery, deli, butchery, fish, and culinary departments under the 'Майстри Смаку' own-brand), and the compact 'Мі Маркет' neighborhood format. On top of its physical retail footprint, NOVUS offers a digital ecosystem comprising a mobile app (enabling the NOVUS Plus loyalty program with bonus accumulation and redemption), the ZAKAZ.ua online ordering and delivery service, and a subscription-based customer communication tool. The chain is supported by a 50,000+ m² BREEAM-certified logistics center. The portfolio is best characterized as a retail chain with layered digital and loyalty add-on services rather than a platform-plus-modules architecture.
Differentiator
Problem solved
Functional benefit
Brands
- Marka Promo: Private label brand offering budget-friendly grocery products including grains, rice, pasta, and household items
- Майстри смаку
- NOVUS Cafe
- NOVUS plus
Products and services
- NOVUS Supermarket Stores
- Мі Маркет (Mi Market)
- NOVUS Plus Loyalty Program
- NOVUS Mobile App
- ZAKAZ.ua Online Grocery Ordering
- Майстри Смаку (Masters of Taste) Private Label
- Marka Promo Private Label
- NOVUS Franchise Program
- Оптом дешевше (Wholesale Bulk Pricing)
Quantifiable outcome
- 94% of store employees trained via internal СУПУТНИК portal
- +1 more outcomes
Companies that use NOVUS
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
NOVUS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
NOVUS partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- CiscominorCo-hosting a cybersecurity conference for the financial sector on March 26 in Tirana, Albania. Event brings together regulators, banking executives, and technology experts from Albania, Kosovo, North Macedonia, and Germany. Focus on Zero Trust architecture, GRC frameworks, cyber resilience, and AI regulatory frameworks.
- ZAKAZ.uacoreE-commerce partnership providing online ordering and delivery services integrated with NOVUS store inventory.
- DTEU (Державний торговельно-економічний університет)minorEducational partnership involving expert and methodological support for educational projects, creating opportunities for students, and collaboration on joint initiatives.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
NOVUS competitors and assessment
Company assessmentDirect peers
- ATB-Market: The largest grocery chain in Ukraine with 1,300+ stores nationwide. Directly competes with NOVUS across supermarket categories and geographies, with significantly larger scale and broader regional penetration.
- Silpo (Fozzy Group): A major Ukrainian supermarket chain operated by Fozzy Group with several hundred stores nationwide. Competes head-to-head with NOVUS on assortment, private label (Premiya), and omnichannel grocery retail.
- METRO Cash & Carry Ukraine: Ukrainian arm of METRO AG operating wholesale/cash-and-carry grocery stores. Targets both HoReCa and small business customers in overlapping Ukrainian cities with similar fresh and grocery assortments.
- Auchan Ukraine: Ukrainian subsidiary of French retailer Auchan, operating hypermarkets and supermarkets in major Ukrainian cities. Directly comparable multi-format grocery operator with similar fresh and private label strategy.
- Varus: Ukrainian grocery chain operating supermarket and compact store formats. Comparable in scale and store format mix to NOVUS, with similar geographic focus on central and eastern Ukraine.
- Fora: Ukrainian grocery supermarket chain with stores concentrated in Kyiv and surrounding regions. Most direct geographic overlap with NOVUS, competing for similar urban Kyiv customer base.
Broad incumbents
- Fozzy Group: Parent of Silpo and other Ukrainian retail formats. A larger, diversified incumbent operating supermarkets, hypermarkets, and convenience stores — broader portfolio but overlapping grocery core.
- Lidl: European discount supermarket operator that has entered Ukraine. Represents a potential future direct competitor combining private label-led discount grocery with scaled operations.
Regional players
- Maksmart (Maksmarts): Ukrainian convenience/grocery retailer operating smaller-format neighborhood stores. Comparable to NOVUS's Mi Market compact format, particularly in Kyiv-adjacent regions.
Others
- ZAKAZ.ua: Ukrainian online grocery delivery platform that is also NOVUS's e-commerce partner. Comparable as an adjacent enabling player in the omnichannel grocery stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NOVUS social profiles
Digital presenceNOVUS financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOVUS leadership team
Management profileNumber of profiles
Profiles5 records
NOVUS funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOVUS M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOVUS
What does NOVUS do?
NOVUS operates a network of 95+ supermarket stores across Ukraine, primarily in Kyiv and Kyiv Oblast, selling groceries, household goods, and fresh in-store produced bakery, meat, and culinary items under private label brands including NOVUS, Marka Promo, and Майстри Смаку (Masters of Taste). The retail operation is supported by a mobile loyalty program (NOVUS Plus), a smartphone app with barcode scanning, online ordering and delivery via ZAKAZ.ua, and a 50,000+ m² BREEAM-certified logistics center.
Is NOVUS a public or private company?
NOVUS is a private company. It is classified as corporate owned and is currently operating.
When was NOVUS founded?
NOVUS was founded in 2009. It employs 51 to 100 people.
Where is NOVUS based?
NOVUS is headquartered in Kyiv, Ukraine, in the Europe region.
How does NOVUS make money?
Five revenue lines are on record. Retail Store Sales are the primary driver. The others are private Label Products, online Ordering (ZAKAZ.ua), wholesale/Bulk Sales and franchise Operations.
Who are NOVUS's main competitors?
Direct peers on record are ATB-Market, Silpo (Fozzy Group), METRO Cash & Carry Ukraine, Auchan Ukraine, Varus and Fora. Broad incumbents are Fozzy Group and Lidl. Maksmart (Maksmarts) is listed as a regional player. ZAKAZ.ua is listed as an others.
Does NOVUS have an API?
No public API is recorded for NOVUS.
What industry is NOVUS in?
NOVUS's product category is Grocery Retail / Supermarket Chain. Its primary akta.pro industry code is CRAFAEAE, Grocery & Food Omnichannel, with a secondary code of CRAFABAE, Grocery & Specialty Food Marketplaces. Its NAICS code is 4451 and its SIC code is 5411.