What Labirint does

Labirint (Холдинг Лабиринт) is a Russian online bookstore and publishing holding company headquartered in Moscow, operating the e-commerce platform labirint.ru. The company retails books in both Russian and foreign languages across all major genres, alongside complementary categories including stationery, office supplies, toys and games, multimedia (CD/DVD/audiobooks), souvenirs, and journals. It serves a primarily B2C mass-market consumer base while also fulfilling bulk textbook and educational supply orders for schools and educational institutions with full accounting documentation. Vertically integrated content is produced through its own publishing imprint Labirint Press (Лабиринт Пресс), which includes sub-brands such as Абраказябра, Волчок, and Картонки/подарочные издания.

The platform operates as a standard e-commerce storefront with integrated catalog browsing, user reviews and ratings, a recommendation engine, multi-channel order management, and customer-facing mobile applications on iOS, Android, and Huawei AppGallery. Distribution is handled through courier delivery domestically and DHL for international shipments, with products also distributed via Yandex Market. Marketing is conducted through Russian social networks (VKontakte, Odnoklassniki, YouTube, Yandex Zen, Telegram), email newsletters, and an editorial content hub (Labirint Magazine).

The business model is transactional — Labirint earns revenue from direct merchandise sales across multiple categories, supplemented by gift certificate sales and licensing/royalty income from its publishing imprint. Aggressive promotional pricing (50-75% discounts on selected items) is paired with a loyalty mechanic that awards accumulated customer discounts of 5-15% based on purchase history, bonus credits for writing reviews, and birthday discounts. The company is privately held with no disclosed funding, parent entity, or revenue figures, and operates exclusively in the Russian domestic market.

Name

Labirint

Legal name

Labirint (Холдинг Лабиринт)

Website

https://labirint.ru

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Labirint is a Russian online bookstore and publishing holding company operating labirint.ru, selling books, stationery, toys, and multimedia products to mass-market consumers and educational institutions across Russia.

Ownership category

akta.pro rank

Product category

Online Book Retail

NAICS

Book Publishers (513130), Book Retailers and News Dealers (4592), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Books: Publishing Or Publishing & Printing (2731), Phonograph Records & Prerecorded Audio Tapes & Disks (3652)

akta.pro primary industry

Children’s Books & Educational Readers Retail (CRALAAAD)

Keywords

• Online bookstore
• Book retail
• Educational materials
• Children's books
• Publishing house

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Book Sales: Core revenue from selling books in Russian and foreign languages across all genres including fiction, non-fiction, educational materials, children's books, and academic literature. Transaction-based model with prices ranging from approximately 200 to 5000+ rubles per item.
2. Stationery and Office Supplies: Sales of school supplies, stationery, art supplies, and office materials through the platform's dedicated office supplies section.
3. Toys and Games: Revenue from children's toys, games, puzzles, creative sets, and educational games through dedicated toys section.
4. Media Products: Sales of CDs, DVDs including audiobooks, music, documentaries, cartoons, and educational multimedia software.
5. Gift Certificates: Sale of gift certificates (both electronic and plastic) that can be used for purchases on the platform, providing flexible gifting options.
6. Souvenirs: Sales of souvenirs including calendars, posters, stickers, balloons, magnets, gift wrapping, and holiday-themed merchandise.
7. Publisher Partnerships: Labirint operates its own publishing imprint 'Labirint' producing books and also partnerships with various publishers for exclusive editions and special projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Labirint operates a Russian online bookstore (labirint.ru) selling books in Russian and foreign languages, stationery, toys, games, multimedia (CDs/DVDs/audiobooks), souvenirs, and journals. The company also operates its own publishing imprint, Labirint Press, producing children's and adult books, and serves both individual consumers and educational institutions with bulk ordering and invoicing.

Product overview

Labirint is a multi-category Russian online bookstore and publishing house operating a digital e-commerce platform. The core offering is books (both Russian and foreign-language titles), supplemented by complementary categories including stationery, toys and games, multimedia (CD/DVD/audiobooks), souvenirs, and journals. Labirint operates its own publishing imprint (Лабиринт Пресс) with sub-brands such as Абраказябра and Картонки/подарочные издания, and maintains a mobile application available on iOS, Android, and Huawei platforms. Additional services include pre-orders, gift certificates, an accumulated discount/loyalty program (5–15%), a bonus program for reviews, and the Labirint Club reader community. The platform also supports B2B corporate orders with invoicing and documentation for legal entities.

Differentiator

Problem solved

Functional benefit

Brands

• Labirint Press (Лабиринт Пресс): Publishing house imprint under Labirint that publishes books and educational materials.

Products and services

• Books (Книги)
• Foreign Books (Иностранные книги)
• School (Школа)
• Stationery (Канцтовары)
• Toys & Games (Игрушки)
• Multimedia — CD/DVD
• Souvenirs (Сувениры)
• Journals (Журналы)
• Gift Certificates (Подарочные сертификаты)
• Labirint Press (Лабиринт Пресс)
• Mobile Applications (Приложения Лабиринта)

Quantifiable outcome

• Discounts up to 75% on promotional items
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Yandex MarketminorChannel Partner/ Reseller/ DistributorLabirint products are available for purchase through Yandex Market platform, expanding distribution reach to customers browsing Yandex's marketplace ecosystem. Customer reviews are visible on both platforms with positive feedback indicating competitive pricing (25% below market) and promotional gift offerings.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bookvoed: Russian online bookstore chain with physical retail presence. Directly competes with Labirint in book retail across Russian-language and translated literature, with similar pricing strategies and customer segments.
• Book Depository: Online-focused book retailer offering extensive international catalog with free worldwide delivery. Comparable pure-play online book retailer model to Labirint's core e-commerce business, though operating globally rather than domestically.
• Chitai-Gorod: Major Russian bookstore chain with both physical stores and online operations. Most directly comparable peer to Labirint - similar focus on books across genres, comparable promotional intensity, and overlapping customer base of Russian readers.
• Read.ru: Russian online bookstore focused on book retail across multiple genres. Closely comparable business model to Labirint with online-first book sales, though smaller scale and more limited adjacent category expansion.

Broad incumbents

• Yandex Market: Russian marketplace platform operated by Yandex that hosts Labirint as a seller. Represents both a distribution partner and competitive threat as Yandex Market expands its first-party book assortment.
• Ozon: One of the largest Russian e-commerce platforms offering books among many other categories. Competes with Labirint directly in online book retail while also providing a broader marketplace that captures customers seeking one-stop shopping convenience.
• Wildberries: Russia's leading online marketplace with a sizable books category. Competes with Labirint on price and selection breadth, leveraging massive scale advantages in fulfillment and customer acquisition across all retail categories.

Regional players

• Barnes & Noble: Largest US bookstore chain with online and physical operations. Comparable vertically-integrated model combining retail with Nook device ecosystem, operating in a different geography but representing a similar specialized book-retail-plus-adjacent-categories structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/labirintruTV
• Xx.com/labirint_ru

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Labirint