What VkusVill does

VkusVill (ВкусВилл) is a Russian omnichannel food retailer focused on healthy nutrition, operating 1,973 retail stores plus 256+ dark stores across 157 Russian cities and four international markets (Kazakhstan, Kyrgyzstan, Belarus, UAE). Founded in 2009 as Избёнка (Izbenka) and rebranded in 2012, the company serves 9.3 million customers through an integrated platform combining physical retail, rapid online delivery (450,000+ orders per day with free 2-hour fulfillment), and a private-label portfolio of 4,200+ SKUs emphasizing clean composition, with 85% of assortment sourced domestically from 1,900+ manufacturer partners.

The technology stack spans iOS, Android, AppGallery, and RuStore mobile applications, the vkusvill.ru internet supermarket, and proprietary fulfillment infrastructure. Internal digital delivery is consolidated under TechVill, a wholly-owned subsidiary formed in 2025 from the Avtomakon group with 900+ specialists, supporting an R&D center at ITMO University and the KOLLAB foodtech incubator (85 teams from 25 universities). Notable proprietary components include the first Russian cashierless AI-powered store (launched January 2022 and extended to night formats), a 9-step quality control system executing 770,000+ annual laboratory checks and 568 production audits, ongoing drone delivery pilots with Boon Sky in Yakutia, and the country's first "хладомат" (chillomat) automated cold delivery lockers. Operations are governed by the "Beyond Taylor" flat self-management model that replaces traditional hierarchy with autonomous teams.

Revenue is generated primarily through retail store sales and online delivery (online now contributes 50-53% of total revenue), supplemented by B2B corporate catering, the ВкусМил (VkusMil) subscription meal-plan service, a 490-ruble/month loyalty subscription, office micro-markets, vending, and ancillary sub-brands including ШефВилл (ChefVill) ready meals, КусьВилл (KusVill) pet food, ВкусВилл Кросиво cosmetics, and ВкусВилл в Пути road cafes. FY2025 revenue reached 358.6 billion rubles (~$4.4 billion), up 10% year-on-year, with net profit of 6.6 billion rubles (~$82.2 million), up 8% — performance achieved alongside a 12.7% store-count reduction, indicating the business is shifting from asset-heavy retail expansion toward delivery-led operations.

Name

VkusVill

Legal name

Акционерное общество «Вкусвилл» (Joint Stock Company Vkusvill)

Website

https://vkusvill.ru

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

VkusVill is a Russian omnichannel grocery retailer focused on healthy nutrition, serving 9.3 million customers through 1,973 stores, 256+ dark stores, and rapid online delivery across 157 cities in Russia plus Kazakhstan, Kyrgyzstan, Belarus, and UAE. FY2025 revenue: 358.6 billion rubles (~$4.4 billion).

Ownership category

akta.pro rank

Product category

Healthy Food Retail

NAICS

All Other Specialty Food Retailers (445298)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

akta.pro secondary industries

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), DTC Perishable Subscription Delivery (Meat/Seafood/Produce/Dairy) (AFAIAMAF)

Keywords

• Healthy grocery retail
• Online food delivery
• Private label groceries
• Fresh food supermarket
• Dark store fulfillment

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Physical retail store operations generating the majority of revenue. 1,973 stores across 157 cities in Russia, with 50-53% of revenue now coming from online delivery channel.
2. Online Delivery: Internet supermarket with home delivery. 450,000+ orders delivered per day. Online sales now account for 50-53% of total revenue, up from 50% in 2024.
3. B2B Corporate Sales: Corporate clients (legal entities) can purchase products under contract for office catering, resale, and other business needs.
4. Loyalty Program Revenue: Subscription-based loyalty program (Подписка на скидку) at 490 rubles per month generating recurring revenue from premium customer benefits.
5. Dark Store/Delivery Services: Expansion of delivery zones including rural areas and dachas with free delivery coverage extended to 750 settlements.
6. Catering and Events: Catering services, cakes on order, restaurant line 'ChefVill', and party planning services.
7. Pet Food (KusVill): Pet food and treats brand 'KusVill' for companion animals.
8. Micro Markets and Vending: Office micro markets and vending machines providing fresh food in workplace settings.
9. Ready Meals (VkusMil): Ready meal plans for the whole day under 'VkusMil' brand.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels8 records

Core offering

VkusVill operates an omnichannel healthy-food retail platform, selling more than 11,200 SKUs (including 4,200+ private-label products) through 1,973 physical stores, 256+ dark stores, and a free 1–2 hour online delivery service (vkusvill.ru and mobile apps) that processes 450,000+ orders per day across 157 cities in Russia and selected CIS/UAE markets. The assortment centers on products with clean/honest composition and is supported by a 9-step proprietary quality control system, a 490-ruble/month loyalty subscription, and adjacent offerings such as ready meals, catering, B2B corporate supply, micro-markets, and pet food (KusVill).

Product overview

VkusVill operates as a unified online and offline grocery ecosystem offering healthy nutrition products. The core platform consists of an online supermarket (vkusvill.ru) with over 4,200 private-label products and free delivery service processing 450,000+ daily orders, complemented by 1,512+ physical retail stores and 256+ dark stores across 156+ cities in Russia. The product portfolio includes: core private-label food products; delivery services with one-hour express delivery in Moscow; prepared food services (ШефВилл restaurant line, Сгоряча hot delivery, ВкусВилл Праздник catering); meal planning (ВкусМил daily nutrition plans); B2B services for corporate clients; a comprehensive loyalty program with bonus cards, subscription discounts, and cashback; specialty formats (micromarkets, vending, pharmacies, pet food as КусьВилл, cosmetics as ВкусВилл Красиво); and digital content through the Журнал Щи magazine. The ecosystem integrates 900+ technology specialists through ТехВилл for digital product development.

Differentiator

Problem solved

Functional benefit

Brands

• ШефВилл (ChefVill): Restaurant ready-made food line launched in 2025.
• ВкусМил (VkusMil)
• ТехВилл (TechVill)
• АндерСон (AnderSon)
• ВкусВилл Красиво (VkusVill Krasivo)
• Сгоряча (Sgoryacha)
• ВкусВилл в Пути (VkusVill v Puti)

Products and services

• VkusVill Online Supermarket with Home Delivery Online grocery shopping and home delivery service at vkusvill.ru and via mobile apps (iOS, Android, AppGallery, RuStore) offering 11,200+ SKUs with free delivery in 2 hours or faster across 157 Russian cities; processed 450,000+ orders per day in 2025.
• Private Label VkusVill Brand Products 4,200+ products under the VkusVill brand across grocery categories, 85% of assortment domestically produced and selected for clean/honest composition without unnecessary additives.
• Physical Retail Store Network Network of 1,973 retail stores across 157 Russian cities, including standard, mini, night, gas-station, and roadside cafe formats, many with in-store bakeries, meat/fish counters, juice machines, and cafes.
• VkusVill Loyalty Program and Subscription (Карта Лояльности / Подписка на скидку) Paid loyalty subscription at 490 rubles/month providing a 10% discount for 30 days across 17 categories, plus 20% daily favorite-product discount, VkusBack cashback of 3–10% by product breadth, and colored price tags (green/yellow/orange/red).
• VkusMil Daily Meal Plans (ВкусМил) Ready meal plans providing complete daily nutrition solutions for customers following healthy eating regimens, available by subscription-style ordering.
• ChefVill Restaurant Ready-Meal Line (ШефВилл) Restaurant-quality ready-made food line launched in 2025 as part of VkusVill's prepared-food ecosystem.
• Sgoryacha Hot Food Delivery (Сгоряча) Hot freshly prepared meal delivery service under the Sgoryacha brand.
• VkusVill Prazdnik Catering and Custom Cakes (ВкусВилл Праздник) Catering, custom cake ordering, and party/event services available through a dedicated booking site.
• KusVill Pet Food and Treats (КусьВилл) Pet food and treat product line for cats and dogs under the KusVill brand, sold through VkusVill stores and online.
• VkusVill Krasivo Cosmetics Store (ВкусВилл Красиво) First VkusVill cosmetics store concept launched in 2024, extending the brand into beauty and personal care.
• AI-Powered Cashierless Store Format Retail store format without cashiers or sellers, operating on an artificial-intelligence basis (first launched January 2022), allowing unattended checkout.
• VkusVill Business B2B Service (ВкусВилл Бизнес) Dedicated B2B service for legal entities offering special pricing, corporate catering, office food supply, bulk orders, and micro-market installation, contacted via [email protected].
• Office Micro-Markets and Vending Machines Unattended micro-market units and vending machines (juice, coffee, fresh food) installed in offices and at transit locations to provide fresh VkusVill products on the go.
• Affiliate / Referral Program (Партнёрская Программа) Referral and affiliate program offering up to 15% commission for 90 days on referred customer orders, 3,000 bonus points for new online buyers with orders from 1,500 rubles, and 8,000 rubles per recruited employee.
• VkusVill Posylka Cross-Border Long-Term Goods Delivery (ВкусВилл Посылка) Delivery service for long-shelf-life VkusVill products across Russia and CIS countries, launched in 2022.
• VkusVill Mobile Applications (iOS, Android, AppGallery, RuStore) Mobile applications for online ordering, loyalty card management, order tracking, and personalized offers, available on iOS, Android, AppGallery, and RuStore.
• Unpackaged / Bulk Goods Section (Без упаковки) Unpackaged goods section with over 300 in-store departments allowing customers to purchase products without packaging.
• VkusVill on the Way Road Cafés (ВкусВилл в Пути) Roadside cafe format launched in 2025 as a new VkusVill travel-stop concept.

Quantifiable outcome

• 53% of revenue from online delivery channel, demonstrating successful omnichannel transformation
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• TechVill (Avtomakon integration)coreTechnology or Integration · 1 January 2025Digital transformation through integration of IT companies of 'Avtomakon' group and rebranding into 'TechVill'. TechVill is an IT company with 900+ specialists developing digital solutions including web services, applications, business process automation, and AI development for VkusVill.
• Boon SkyminorStrategic or Co-development Partner · 1 January 2025Partnership for drone delivery testing in Yakutia. VkusVill tested food deliveries by drones in remote areas of Yakutia with Boon Sky technology.
• REU Plekhanov (Plekhanov Russian University of Economics)coreStrategic or Co-development Partner · 1 January 2025Joint master's program 'Project Management in Clientocracy Model' launched in 2025. First cohort admitted to combine academic education with practical VkusVill experience.
• ITMO UniversitycoreStrategic or Co-development Partner · 1 January 2025R&D center established at ITMO where students work on VkusVill tasks and projects. Part of VkusVill's innovation and talent development strategy.
• Kazakhstan Local ProducersminorChannel Partner/ Reseller/ Distributor · 1 January 2024Over 60 local producers in Kazakhstan supplying products for VkusVill Kazakhstan stores. First international expansion beyond Russia.
• AnderSoncoreStrategic or Co-development Partner · 1 January 2023Acquisition of AnderSon - unique brand with own confectionery factory and network of family cafes. Integration into VkusVill ecosystem of projects.
• Yandex.EdaminorGTM or Marketing PartnerLoyalty program partnership allowing VkusVill customers to earn and redeem bonuses when ordering through Yandex.Eda platform.
• InstamartminorGTM or Marketing PartnerLoyalty program partnership enabling bonus accumulation and redemption through Instamart delivery service.
• Tinkoff (TCS)minorGTM or Marketing PartnerLoyalty program partnership allowing VkusVill bonuses to be used through Tinkoff services.

Scale indicators12 records

Recent moves10 records

Expansion highlights7 records

Broad incumbents

• Pyaterochka (X5 Group): Russia's largest proximity grocery store chain with thousands of outlets. Competes with VkusVill on convenience-store footprint and increasingly on delivery, though its assortment skews more general/value.
• Auchan Russia: International hypermarket and grocery chain operating in Russia. Overlaps with VkusVill in physical grocery and own-brand, but at a much larger scale and with a more generalist assortment.
• Ocado Group: UK-based online grocery technology and platform provider. Comparable to VkusVill as a scaled, tech-led online grocery operator investing in automation and proprietary fulfillment, though serving a different geography.
• SberMarket: Sberbank-owned online grocery delivery aggregator partnering with multiple retail chains. Adjacent to VkusVill's online channel as both a potential traffic source and a competitor for online grocery share.

Direct peers

• Lenta: Hypermarket and proximity grocery chain in Russia with private-label programs and online delivery. Comparable to VkusVill as a multi-format grocery retailer pursuing own-brand and digital growth in Russia.
• Perekrestok (X5 Group): Largest multi-format grocery retailer in Russia (parent of Pyaterochka and Perekrestok), running thousands of stores with a rapidly growing online delivery and dark-store arm — the closest omnichannel grocery competitor to VkusVill in the Russian market.
• Yandex.Lavka: Yandex-owned dark-store instant grocery delivery service in Russia. Directly overlaps VkusVill's dark-store, 15-30 minute delivery proposition in major Russian cities.
• Ozon Fresh: Grocery and fresh-food vertical of Russia's largest e-commerce platform, offering rapid delivery from local dark stores. Competes directly with VkusVill for online grocery demand in major Russian cities.
• Magnit: One of Russia's largest grocery chains with nationwide proximity stores and an expanding e-grocery offering. Competes with VkusVill for the same health-conscious urban Russian consumer and is investing heavily in own-brand and online.
• Samokat (Dostavka Club): Russia's leading quick-commerce grocery delivery platform operating dark stores in multiple cities. Closely comparable model to VkusVill's online delivery business from a unit-economics and customer-overlap standpoint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC8f84TEqxTcS6LGv9Lbi8uw
• TikToktiktok.com/@vkusvill_ru?lang=ru-RU
• Pinterestru.pinterest.com/vkusvill_ru
• LinkedInlinkedin.com/company/vkusvill-nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about VkusVill