ITMS Belarus

What ITMS Belarus does

ITMS Belarus is the Belarus operating subsidiary of ITMS Group, responsible for distributing and marketing a portfolio of tobacco and nicotine products in the Belarusian market. The company was originally established in 1995 as British American Tobacco Belarus and was transferred to ITMS Group in 2023, after which it rebranded to ITMS Belarus. It operates 11 offices across the country, with one headquarters in Minsk and ten regional offices organized into West, East, and Center business units for field sales, supplemented by a dedicated key accounts team serving major retail chains and branded glo space retail stores.

The company's product portfolio spans four categories: combustibles (international cigarette brands), heated tobacco (glo), modern oral nicotine pouches (VELO), and e-cigarettes (VUSE). It sells through three primary channels: traditional wholesale and field sales to trade points, key accounts serving retail chains, branded glo space stores offering a dedicated heated tobacco experience, and the e-commerce platform shop.myglo.by. The glo brand was awarded Brand of the Year 2025 in Belarus, indicating strong consumer brand equity.

The business model is distribution and brand marketing: ITMS Belarus imports and (since 2005) locally produces tobacco/nicotine products for the Belarus market, monetizing through wholesale volume to retail partners and direct-to-consumer sales via branded retail and e-commerce. Local production provides cost and supply-chain advantages, while the multi-category portfolio allows the company to capture consumers across the price/format spectrum and migrate them toward higher-margin next-generation products. ITMS Belarus is privately held under ITMS Group, and the company does not disclose revenue figures.

Name

ITMS Belarus

Legal name

Общество с ограниченной ответственностью «Международные услуги по маркетингу табака Би Уай»

Website

https://itms-career.by

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

ITMS Belarus is a Minsk-based distributor and marketer of tobacco and nicotine products in Belarus, operating 11 offices and selling glo heated tobacco, VELO pouches, VUSE e-cigarettes, and international cigarette brands to retailers and consumers nationwide.

Ownership category

akta.pro rank

Product category

Tobacco and Nicotine Product Distribution

NAICS

Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)

SIC

Tobacco Products (2100)

akta.pro industry

PRIMARYCRANADAE

Tobacco & Nicotine Specialty Shops (Tobacconists)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Tobacco & Nicotine Retail (Cigarettes, Cigars, Smokeless)

SECONDARYCRANADAI

Online Tobacco & Nicotine Retail (Delivery/Click & Collect)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Tobacco & Nicotine Retail (Cigarettes, Cigars, Smokeless)

SECONDARYCRANADAD

Nicotine Pouch Retail

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Tobacco & Nicotine Retail (Cigarettes, Cigars, Smokeless)

SECONDARYCRANAEAA

Dedicated Vape & E-Cigarette Shops (Specialty Retail)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Vape & E-Cigarette Retail

Keywords

• Tobacco distribution
• Nicotine pouches
• Heated tobacco devices
• Cigarette distribution
• Tobacco retail marketing

Headquarters

HQ city

Minsk

HQ country

Belarus

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. Tobacco and nicotine product sales: ITMS Belarus generates revenue primarily through the distribution and sale of international tobacco and nicotine-containing brands across Belarus, including cigarettes, heated tobacco devices (glo™), and nicotine pouches (VELO). Revenue is derived from wholesale and retail sales through multiple channels including direct field sales, key accounts, and own retail stores.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

ITMS Belarus distributes and markets a multi-category portfolio of international tobacco and nicotine-containing brands across Belarus. Its product offering includes international cigarette brands, glo™ heated tobacco devices and neo sticks, VELO nicotine pouches, and VUSE e-cigarettes. The company sells through a nationwide wholesale and key-account network, branded glo space retail outlets, and an online store at shop.myglo.by, targeting adult consumers in Belarus.

Product overview

ITMS Belarus operates as a multi-category tobacco and nicotine products company offering a portfolio of international brands. The core product offerings include glo™ tobacco heating devices and neo tobacco sticks, VELO non-tobacco nicotine pouches, and VUSE disposable electronic cigarettes, along with international filtered cigarette brands. The company distributes through branded retail stores (glo space), an e-commerce platform (shop.myglo.by), and nationwide trade networks.

Differentiator

Problem solved

Functional benefit

Brands

• glo™: Tobacco heating devices and sticks for heated tobacco (neo sticks). The glo™ brand won gold at the professional competition 'BRAND OF THE YEAR 2025' in the 'Marketing and Branding' professional nomination.
• VELO
• VUSE
• glo space

Products and services

• glo™ heated tobacco system Heated tobacco device and consumable (neo sticks) brand marketed and distributed in Belarus for adult consumers seeking a smoke-free nicotine consumption format.
• VELO nicotine pouches Brand of tobacco-free nicotine pouches distributed and marketed in Belarus for adult consumers seeking smokeless nicotine products.
• VUSE e-cigarettes E-cigarette brand added to the company's Belarusian portfolio in 2023, providing a vaping-format nicotine option for adult consumers.
• International cigarette brands portfolio Portfolio of international combustible cigarette brands distributed and marketed across Belarus through wholesale, key-account, and retail channels for adult smokers.
• glo space branded retail stores Branded retail concept stores for tobacco and nicotine products operated in Minsk and regional cities, providing adult consumers with a dedicated purchasing environment for the company's portfolio.

Quantifiable outcome

• glo™ brand won gold medal in the 'Consumer Preference Award' nomination at 'BRAND OF THE YEAR 2025' professional competition

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Central Botanical Garden of the National Academy of Sciences of BelarusminorStrategic or Co-development Partner · 15 May 2026ITMS Belarus conducted a volunteer action at the Central Botanical Garden on May 15, 2026, with over 100 employees participating in planting, plant care, and territory improvement. The company also supports installation of park equipment at the garden. This was the third consecutive year of such volunteer activities (2024–2026), part of the company's 'Days of Good Deeds' program.
• National Art Museum of BelaruscoreStrategic or Co-development Partner · 25 February 2026ITMS Belarus has partnered with the National Art Museum of Belarus for 25 years, implementing dozens of joint projects including exhibitions such as 'Russia-Belarus: Crossing Fates', a photo exhibition 'In the World of Protected Nature', and the 'Elegance of Silver: Treasures of the Omani Court' exhibition. The company provides sponsorship for catalog publications and museum fund development as part of its corporate social investment program.
• ITMS Group CompaniescoreOthers · 1 January 2023ITMS Belarus is a structural division of the ITMS Group of Companies. After the transfer of the British American Tobacco business in Russia and Belarus in 2023, the ITMS Group was created, with ITMS Belarus (ООО «МУМТ Би Уай») becoming its structural subdivision.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Altria: US-listed multi-category tobacco incumbent with growing smoke-free portfolio (on!, NJOY). Comparable as a broad incumbent navigating the same cigarette-to-next-gen transition that ITMS Belarus is executing in Belarus.
• Philip Morris International: Global multi-category tobacco leader whose Belarus operations (Philip Morris Belarus) compete head-to-head with ITMS Belarus across cigarettes, heated tobacco (IQOS) and related categories. Directly comparable in product portfolio breadth and next-gen nicotine strategy.
• British American Tobacco: Original parent of the Belarus business until the 2023 divestment to ITMS Group; BAT's global multi-category portfolio (glo, VELO, VUSE) is now licensed to ITMS Belarus, making BAT the strategic reference point for product roadmap and category direction.

Direct peers

• Imperial Brands: International tobacco group with Belarus distribution of cigarette brands (Davidoff, Gauloises, West) and growing next-gen product presence. Comparable as a multi-country multi-category tobacco company competing in the same Belarus trade channels.
• Japan Tobacco International: Operates JTI Belarus with a similar multi-category portfolio of international cigarette brands and reduced-risk products (Ploom, Logic, Nordic Spirit). Closest direct competitor given overlapping geography, product mix and GTM motion.

Emerging players

• Turning Point Brands: US-listed company in tobacco, vaping (cig-a-like, modern oral) and CBD. Comparable as a smaller multi-category player operating across distribution, branded retail and emerging nicotine formats.
• KT&G: Korean tobacco and nicotine-pouch player expanding internationally with heated tobacco (lil) and oral nicotine products. Comparable as an emerging multi-category competitor pursuing share in the same reduced-risk categories.
• Swedish Match (Philip Morris Companies): Global leader in oral nicotine (Zyn) and nicotine pouches — the exact category in which ITMS Belarus competes via VELO. Highly relevant as a category benchmark and competitive threat in modern oral nicotine.

Regional players

• ITMS (Russia): Sister structural division of ITMS Group covering the Russian market with the same brand portfolio and business model. Closest peer in terms of operating playbook, scale and governance structure.
• Donskoy Tabak: Russia-focused tobacco manufacturer and brand owner active across CIS markets. Comparable as a regional competitor with adjacent product categories operating in similar geopolitical and regulatory environment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/itms_career
• LinkedInlinkedin.com/company/itms-belarus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 ITMS Belarus