Alkor & Co, owner of the L’Etoile stores, has completed the full acquisition of the Podruzhka cosmetics chain. Reports suggest the move was carried out with confirmation from the Podruzhka network and its public relations office, and Forbes cited sources familiar with the deal. The progression was publicly acknowledged by the L’Etoile press service as well.
On January 29, 2020, Alkor & Co LLC took a 90 percent stake in Taber Trade LLC, which has long held control over the Podruzhka network. This stake positioned Alkor & Co as the major shareholder of Taber Trade LLC. In July 2022, the remainder of Taber Trade LLC was brought under the L’Etoile umbrella, bringing thePodruzhka network fully within the L’Etoile corporate family.
According to a company representative, changes to leadership are underway at the parent company Podruzhki. A new general manager will take the helm, with Stanislav Melinger slated to assume the role. Melinger previously led the technology development department at Adamas, a jewelry company, before joining the Podruzhka governance team.
Tatyana Volodina, who serves as Managing Director of L’Etoile, stated that the two perfumery and cosmetics brands plan to broaden their product ranges and expand their geographic footprint. She emphasized improvements in distribution speed and delivery methods as part of the strategic growth.
As of now, Podruzhka operates 287 stores within Russia, while L’Etoile runs about 1,000 stores across 250 Russian cities. The consolidation aligns the two networks under a single corporate strategy aimed at accelerating market reach and product diversity.
In July, it was reported that the operating structure of the combined cosmetics and perfumery network saw the creation of a new IT subsidiary named Letutech under the Alkor & Co umbrella. This move signals an increased focus on digital infrastructure to support expanded retail operations and enhanced customer experiences.
The unfolding series of ownership shifts underscores a broader trend in retail where cosmetic brands consolidate to leverage shared supply chains, cross-brand marketing, and streamlined logistics. Stakeholders are watching how this consolidation might affect product assortment, store formats, and regional service capabilities across Russia and beyond.
Analysts note that the scale achieved through these acquisitions could enable more aggressive expansion into new markets, tighter control over product development cycles, and more robust data-driven decision making. Industry observers will be watching for announcements on new collaboration initiatives between the L’Etoile and Podruzhka portfolios, including joint campaigns, loyalty programs, and improved inventory management across the combined network.
Historical context for the transactions indicates a strategic intent to unify consumer beauty brands under a common governance framework. The leadership changes are expected to influence strategic directions, with the aim of delivering faster product launches, broader geographic coverage, and a more responsive distribution system.
Ultimately, the consolidation promises to deliver a more cohesive consumer experience, with a larger product catalog and more efficient access to cosmetics and perfumery across major cities. Observers anticipate continued growth in both brand visibility and retail presence as the integration progresses and the platform for digital commerce matures.
At the center of these developments lies a clear objective: to strengthen market position through coordinated branding, expanded product lines, and a modernized IT backbone that supports rapid, reliable service to customers across Russia and neighboring regions. The evolving leadership and corporate structure are expected to shape how products are developed, marketed, and delivered in the years ahead.