Linella
Linella is a Moldovan supermarket chain of 206 stores and an e-commerce platform selling 14,500+ grocery and household SKUs to mass-market consumers in Chișinău and surrounding suburbs, operated by MOLDRETAIL GROUP SRL.
- Company typePrivate
- Founded1999
- HeadquartersChisinau, Moldova
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Linella does
Linella is the retail brand of MOLDRETAIL GROUP SRL, a private Moldovan limited liability company operating one of the country's largest supermarket chains. Founded in 1999 and headquartered on Șos. Muncești 121 in Chișinău, the company runs 206 physical supermarkets distributed across all major Chișinău districts and more than 23 surrounding suburbs, complemented by an e-commerce platform (linella.md) and dedicated iOS/Android mobile applications that offer home delivery with tiered delivery pricing (60 / 45 / free at 1400+ MDL). The assortment spans over 14,500 SKUs across 30+ categories including fresh produce, dairy, bakery, meat, frozen foods, beverages, household chemicals, cosmetics, children's products, and non-food categories such as electronics, textiles, and automotive goods.
The underlying technology stack is built on SAP Hybris for the online storefront, with Adobe Analytics, Dynatrace, and Google Analytics powering web instrumentation, Akamai for bot/fraud management, and a proprietary ZI DE ZI loyalty program that unifies purchase history across physical and digital channels. A private-label program, Produs Acasă (Local Product), sources and brands goods from Moldovan producers in canned, frozen, beverage, and personal care categories, while a culinary blog (Blog Culinar) and multi-channel social presence (Facebook, Instagram, YouTube, TikTok) drive engagement and cross-selling.
Linella generates revenue through four primary streams: in-store and online retail product sales across the 14,500+ SKU base, tiered delivery fees on online orders, private-label product sales, and exclusive online SKUs. Pricing is unit-based per item in Moldovan lei with VAT included, supplemented by frequent promotional campaigns including the 25th-anniversary '25 Ani' prize program. The customer base is the Moldovan mass consumer market — individuals and families purchasing daily groceries, household goods, and seasonal items — with no disclosed enterprise or B2B anchor customers and no publicly disclosed revenue figures.
Linella firmographics
Firmographics- Name
- Linella
- Legal name
- MOLDRETAIL GROUP SRL
- Website
- https://linella.md
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Linella is a Moldovan supermarket chain of 206 stores and an e-commerce platform selling 14,500+ grocery and household SKUs to mass-market consumers in Chișinău and surrounding suburbs, operated by MOLDRETAIL GROUP SRL.
- Ownership category
- akta.pro rank
Linella industry classification
Industry- Product category
- Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)
Keywords
Where Linella is headquartered
LocationHeadquarters
- HQ city
- Chisinau
- HQ country
- Moldova
- HQ region
- Europe
Offices1 record
Markets served
Linella business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Linella generates revenue primarily through the sale of food and non-food products across 14,500+ SKUs in its 206 physical stores and online platform. The product range spans groceries, beverages, household goods, cosmetics, children's products, and more.
- Online Delivery Fees: Revenue from delivery fees charged for home delivery orders. Orders below 499 MDL incur a 60 lei delivery fee; orders 500-1399 MDL incur 45 lei; orders above 1400 MDL receive free delivery.
- Own Brand / Private Label Products: Revenue from Linella's own brand products under the 'Produs Acasă' (Local Product) program, featuring local Moldovan producers and Linella-branded items.
- Exclusive Online Products: Revenue from products available exclusively through the online channel, driving online customer acquisition and differentiation from physical-only competitors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard per-item pricing across 14,500+ products |
| Transaction based/ take rate | Pay-as-you-go | Delivery fee by order value threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Linella product offering
Product offeringCore offering
Linella operates a nationwide chain of 206 supermarkets in the Republic of Moldova selling 14,500+ grocery, household, cosmetic, and children's products, supported by an online supermarket (linella.md) with home delivery within Chișinău and surrounding suburbs. The offering is rounded out by the "Produs Acasă" private-label product line featuring local Moldovan producers, and the ZI DE ZI loyalty program providing personalized offers based on cross-channel purchase history.
Product overview
Linella is an online supermarket platform operated by MOLDRETAIL GROUP SRL, offering a comprehensive e-commerce grocery service with 206 physical stores across Moldova and 14,500+ products. The platform provides home delivery services through both web and mobile application channels, featuring a private label brand (Produs Acasă) covering canned goods, frozen foods, and beverages. The offering includes the core online shopping platform, a loyalty program (ZI DE ZI), a culinary blog, and promotional campaigns. The platform organizes products across 30+ categories spanning fresh produce, dairy, bakery, meats, frozen foods, household items, cosmetics, and children's products.
Differentiator
Problem solved
Functional benefit
Brands
- Linella: Supermarket chain operating 206 stores across Moldova with online delivery services
Products and services
- Linella Online Supermarket The flagship e-commerce platform (linella.md) that enables Moldovan consumers to browse and purchase 14,500+ food and non-food SKUs from grocery, dairy, bakery, meat, frozen, household, cosmetic, and children's categories for home delivery within Chișinău and surrounding suburbs, with next-day delivery time-slot selection.
- Linella Mobile Shopping Application Linella mobile application available for iOS and Android that lets shoppers browse, order, and receive support for grocery and household purchases, accessing the same online product catalog and home-delivery service as the web platform.
- Produs Acasă Private Label Product Line Linella's private-label "Produs Acasă" (Local Product) range, comprising canned tomatoes, peppers and sauces; frozen pastries with meat, cabbage, potatoes, and cottage cheese; beverages including cocktails and wines; and personal-care items, marketed as supporting local Moldovan producers.
- Linella Home Delivery Service Home-delivery service for online orders, with tiered pricing of 60 lei delivery fee for orders under 500 MDL, 45 lei for orders between 500 and 1,399 MDL, and free delivery for orders of 1,400 MDL or more, with next-day delivery available from 10:00 to 14:00.
Companies that use Linella
Customer profileSegments1 record
Ideal customer profiles1 record
Linella technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Linella partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- InvitrominorLinella has a partnership with Invitro (medical laboratory services), evidenced by a promotional slider on the website featuring 'Parteneriat Invitro'. Details of the partnership scope and nature are not specified in the source.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Linella competitors and assessment
Company assessmentRegional players
- Selver: Estonia's largest grocery chain operating a hybrid supermarket and e-commerce platform with strong private label presence. Comparable national-grocer model with both in-store and home delivery services, although limited to Estonia.
- Maxima Group: Baltic grocery and online retail operator headquartered in Lithuania with national supermarket chains across multiple countries. Comparable as a multi-country hybrid grocery retailer with loyalty programs and private label, though not present in Moldova.
- Biedronka: Poland's largest supermarket chain (operated by Jerónimo Martins) running thousands of stores with a hybrid physical-plus-online model similar to Linella. Comparable in scale, private label strategy, and category mix but operates exclusively in Poland.
- Profi Rom Food: Romanian proximity-grocery chain (now part of Ahold Delhaize) with an extensive urban store footprint comparable in shape to Linella's store density. Provides an Eastern European peer view, although it operates only in Romania.
- Mega Image: Romanian supermarket chain owned by Ahold Delhaize with city-focused store network and active e-commerce delivery. Strong analog to Linella as a multi-format grocery operator in an Eastern European neighboring market, but no Moldova operations.
Broad incumbents
- Carrefour Romania: International hypermarket operator running large-format stores in Romania with online grocery delivery. Comparable in category breadth (grocery plus general merchandise) but acts as a broad incumbent rather than a Moldovan local specialist.
- Auchan Romania: French hypermarket chain operating in Romania with multi-category retail and online grocery. Relevant for category breadth and competitive overlap with Linella's non-food lines, though focused on Romania rather than Moldova.
Direct peers
- Metro Cash & Carry Moldova: German wholesale-retail hybrid that has long operated in Moldova, serving both businesses and individual consumers with groceries and non-food categories. Closely comparable to Linella in physical store footprint, assortment breadth, and professional B2C model.
- Kaufland Moldova: German hypermarket chain that has expanded into Moldova with a multi-category grocery + general merchandise offering. Operates as a direct in-country competitor to Linella with physical stores and discount-led pricing across overlapping regions.
- Lidl Moldova: German discounter that has expanded into Moldova with a lean multi-category grocery and general merchandise format. Competes with Linella on price, assortment, and physical-store-driven convenience, and is expected to scale aggressively in the country.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights8 records
Customer concentration
Linella social profiles
Digital presenceLinella financial estimates
Financial estimateRevenue estimate
Valuation estimate
Linella leadership team
Management profileNumber of profiles
Linella funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Linella M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Linella
What does Linella do?
Linella operates a nationwide chain of 206 supermarkets in the Republic of Moldova selling 14,500+ grocery, household, cosmetic, and children's products, supported by an online supermarket (linella.md) with home delivery within Chișinău and surrounding suburbs. The offering is rounded out by the "Produs Acasă" private-label product line featuring local Moldovan producers, and the ZI DE ZI loyalty program providing personalized offers based on cross-channel purchase history.
Is Linella a public or private company?
Linella is a private company. It is classified as unknown and is currently operating.
When was Linella founded?
Linella was founded in 1999. It employs 1,001 to 5,000 people.
Where is Linella based?
Linella is headquartered in Chisinau, Moldova, in the Europe region.
How does Linella make money?
Four revenue lines are on record. Retail Product Sales are the primary driver. The others are online Delivery Fees, own Brand / Private Label Products and exclusive Online Products.
Who are Linella's main competitors?
Regional players on record are Selver, Maxima Group, Biedronka, Profi Rom Food and Mega Image. Broad incumbents are Carrefour Romania and Auchan Romania. Direct peers are Metro Cash & Carry Moldova, Kaufland Moldova and Lidl Moldova.
Does Linella have an API?
No public API is recorded for Linella.
What industry is Linella in?
Linella's product category is Grocery Retail. Its primary akta.pro industry code is CRAHAAAA, Full-Line Supermarkets (National/Regional Chains). Its NAICS code is 44511 and its SIC code is 5411.