Podruzhka, a network known for its cosmetics and perfumery shops, recently began a limited trial of selling alcohol across several locations. The move was reported by DEA News, signaling a notable shift in the chain’s product mix even as its core beauty offerings remain front and center.
According to the report, one Podruzhka outlet now stocks a small selection of alcoholic beverages in addition to its usual cosmetics lineup, including white, red, and rosé wines. The rollout appears to be restricted to a handful of stores within the network as part an experimental phase.
Speaking to industry observers, a Podruzhka employee confirmed that alcoholic products are currently available in only two stores. The development was described as a recent test, with the company monitoring consumer response and sales performance closely.
Initial commentary from industry sources noted that the alcohol segment had been introduced after a period of preparation. A local media outlet reported that the chain had seen ownership changes, with the owner of L’Etoile reportedly acquiring Podruzhka. Company executives indicated that the two brands intend to broaden their product lines and explore new markets, aiming to accelerate expansion of their geographic footprint, speed of service, and delivery methods.
Podruzhka operates a substantial footprint within Russia, with hundreds of stores serving shoppers across the country. L’Etoile, a well-established cosmetics retailer, maintains a broad presence as well, with a network that spans many cities. The evolving strategy for both brands reflects a broader trend in the retail sector to diversify offerings and leverage cross-brand synergies while continuing to emphasize core beauty products.
Industry observers note that the decision to test alcohol sales could be part of a broader retail experiment aimed at attracting a wider customer base, increasing dwell time in stores, and creating a more integrated shopping experience. As the market watches closely, the management teams are expected to assess sales data, customer feedback, and regulatory considerations to determine the viability and potential scale of this new category across additional outlets.
In the meantime, Podruzhka continues to emphasize its traditional strengths in cosmetics and fragrance, paired with strategic collaborations and renewed emphasis on distribution efficiency and service quality. The combined growth ambitions of Podruzhka and L’Etoile suggest a coordinated approach to expanding product ranges and reaching more consumers, while remaining mindful of local regulations and market dynamics.
As the retail landscape evolves, observers will be watching not only sales figures but also how the new cross-category approach affects brand perception, store traffic, and the overall customer experience. The coming quarters are expected to reveal whether this experimental phase will mature into a broader, sustained initiative across the network.
Notes indicate that the Podruzhka chain currently operates hundreds of stores, with L’Etoile boasting a similarly extensive presence in Russia. The combined footprint positions the two brands to test integrated offerings at scale, with potential implications for procurement, logistics, and regional market strategies. The industry will remain attentive to how these developments unfold and what they may mean for similar retailers considering product diversification as a path to growth.
[Source: DEA News]