Magnit

What Magnit does

Magnit (Магнит) is one of Russia's largest food and everyday-goods retailers, founded in 1994 in Krasnodar by Sergey Galitskiy and now operating as a publicly listed company on the Moscow Exchange (ticker MGNT) through its operating entity AO Tander. It runs a multi-format national retail network spanning convenience stores, supermarkets, hypermarkets (Magnit Mega / Magnit Market), cosmetics stores (M. Kosmetik), and pharmacies, complemented by a home-delivery platform, a B2B procurement portal, and self-service checkouts. The chain was substantially expanded by the 2021 acquisition of Dixy Group (2,612 stores plus 39 Megamart locations, ~$1.25B / 92.4B rubles) and more recently extended into the premium tier via a stake in Azbuka Vkusa, approved by Russia's Federal Antimonopoly Service in May 2025.

The company monetizes primarily through direct retail sales of food, household goods, cosmetics, and pharmacy products across its store network, supplemented by an extensive private-label portfolio (Moya Tsena for value, M Svezhest for fresh, M Kitchen for prepared food, Premiere of Taste for premium, Lucky Days for promotions, and Family Secrets) that drives both margin and price competitiveness in the value segment. Ancillary revenue and engagement streams include the Magnit Plus loyalty program with a Premium subscription tier, the Magnit Pay fintech wallet in partnership with VTB Bank, gift certificates, and partner-driven cashback integrations with Lamoda, Sberbank, Sportmaster, and CozyHome. The most recent technical differentiator is a December 2025 pilot of biometric age verification at self-service checkouts in partnership with Russia's state Unified Biometric System, making Magnit the first Russian retailer to deploy this compliance capability.

Magnit's core customer is the price-sensitive Russian mass-market shopper seeking daily grocery, household, fresh, and prepared-food needs across urban and suburban locations, with a secondary B2B channel serving wholesale procurement partners. With 10,000+ employees and operations concentrated entirely within the Russian Federation, the company competes on physical-network density, private-label value pricing, and an increasingly digital ecosystem of loyalty, payments, and delivery services.

Name

Magnit

Legal name

AO Tander (АО «Тандер»)

Website

https://magnit-info.ru

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Magnit is one of Russia's largest multi-format food retailers, operating convenience stores, supermarkets, hypermarkets, M. Kosmetik, and Magnit Pharmacy under private label and Magnit Plus loyalty programs to serve price-sensitive mass-market consumers across the Russian Federation.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Supermarket Private Label–Led Grocers (CRAHAAAI)

akta.pro secondary industry

Private-Label/Own-Brand Warehouse Grocers (CRAHACAG)

Keywords

• Grocery retail chain
• Food retail stores
• Private label brands
• Loyalty program services
• Home grocery delivery

Headquarters

HQ city

Krasnodar

HQ country

Russia

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Retail Sales: Magnit generates primary revenue through the sale of food and consumer goods across its network of retail stores. The company operates multiple store formats including convenience stores, supermarkets, hypermarkets (Magnit Mega), cosmetics stores (M. Kosmetik), and pharmacies.
2. Private Label Products: Magnit sells proprietary private label brands including Moya Tsena (economy), M. Svezhest (fresh), Premiere of Taste, Magnit brand, Lucky Days, and others. Private label products contribute to margins and customer loyalty.
3. Magnit Plus Loyalty Program: The company operates the Magnit Plus loyalty program which drives customer retention and provides data on purchasing behavior. The program includes cashback in bonus points and partner offers.
4. Financial Services Integration: Magnit offers financial services including the Magnit Pay payment system in partnership with VTB Bank, providing cashback and financial products to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Magnit operates one of Russia's largest multi-format retail chains selling groceries, household goods, cosmetics, and pharmacy products through convenience stores, supermarkets, hypermarkets, cosmetics stores, and pharmacies. The company offers private label brands (Moya Tsena, M Freshness, M Kitchen, Premiere of Taste), the Magnit Plus loyalty program with a premium subscription tier, home delivery services, and the Magnit Pay fintech payment service in partnership with VTB Bank.

Product overview

Magnit is Russia's largest retail chain offering a multi-format, multi-channel retail ecosystem. The core offering centers on the flagship Magnit retail chain (convenience, supermarkets, hypermarkets) supplemented by specialized sub-brands including M.Cosmetics (beauty retail), Magnit Pharmacy (health/OTC products), and Magnit Market (hypermarkets). The company operates several private label brands: Moya Tsena (value essentials), M Svezhost (fresh foods), M Kitchen (ready-to-eat meals), Premiere of Taste (premium specialty foods), and Lucky Days (promotional items). The loyalty ecosystem includes Magnit Plus with a Premium subscription tier, offering bonus points and cashback. Magnit also provides digital services including home delivery, the Magnit Pay fintech platform, and a gift certificate program. Following the 2021 acquisition, the Dixy Group (2,612 stores) and Megamart (39 hypermarkets) operate under the Magnit umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• Premiere of Taste: Premium private label product brand featuring gourmet and specialty food items including bulgur, and other premium food products
• M (Magnit)
• My Price (Моя цена)
• Lucky Days
• Family Secrets (Семейные секреты)

Products and services

• Magnit Retail Chain (Магнит)
• M.Cosmetics (М.Косметик)
• Magnit Pharmacy (Магнит Аптека)
• Magnit Market (Магнит Маркет)
• Magnit Plus Loyalty Program (Магнит Плюс)
• Magnit Pay (Магнит Пэй)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Azbuka VkusacoreStrategic or Co-development Partner · 5 May 2025Russia's Federal Antimonopoly Service (FAS) approved Magnit's request to acquire a stake in Azbuka Vkusa. The approval was based on the transaction not leading to competition restrictions in the retail food market within relevant regions.
• Dixy Group (Дикси)coreStrategic or Co-development Partner · 18 May 2021Magnit agreed to acquire Dixy Group including 2,612 stores and 39 Megamart stores for a pre-agreement business valuation of 92.4 billion rubles ($1.25 billion). The deal was conditional on approval from Russia's Federal Antimonopoly Service (FAS) and expected to close by August 31, 2021.
• VTB Bank (ПАО Банк «ВТБ»)minorGTM or Marketing PartnerMagnit offers the Magnit Pay financial service in partnership with VTB Bank, providing customers with cashback on purchases, a premium subscription trial, and promotional offers. The partnership includes the Magnit Pay VTB promotion campaign running from May to December 2026.
• LamodaminorGTM or Marketing PartnerLamoda is a partner in the Magnit Plus loyalty program, offering up to 11% cashback in Magnit Plus bonus points for purchases at Lamoda.
• SberbankminorGTM or Marketing PartnerSberbank is a partner in the Magnit Plus loyalty program offering bonus rewards for various Sberbank financial products including SberCard, children's SberCard, and SberHealth services.
• SportmasterminorGTM or Marketing PartnerSportmaster is a partner in the Magnit Plus loyalty program offering up to 4% cashback in Magnit Plus bonus points for purchases.
• CozyHomeminorGTM or Marketing PartnerCozyHome is a partner in the Magnit Plus loyalty program offering up to 10% cashback in Magnit Plus bonus points for home goods purchases.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/magnit_info

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magnit