The Russian division of the international retail chain Auchan is undergoing a large‑scale business restructuring. According to Asya Balabay, CEO of Auchan Retail Russia, the retailer is shifting its focus away from classic hypermarkets towards the development of supermarkets with an area ranging from 700 to 2,500 square metres.

This is driven by a drop in the share of non‑food sales to 13–15%, as customer traffic has shifted to marketplaces. The company currently manages 230 stores in three formats, with priority for opening new locations being given to Moscow and the Moscow Region in order to optimise logistical processes.

Adapting the best practices of Chinese retail has become a major vector for the chain’s development. Following a business trip by the company’s management to China to study convenience store formats and street retail, the Russian network began actively testing new concepts and changing its approach to assortments.

“Customers have really come to love Chinese cuisine and everything related to Asia. Incidentally, sales of Asian products have grown by 49% compared to last year. China has shown us that we need to implement everything more simply and faster,” emphasized Asya Balabay.

Inspired by the speed at which their Asian colleagues operate, the chain managed to launch its first in‑house ramen shop inside one of its hypermarkets in just 16 days, and it immediately proved extremely popular with shoppers.

The retailer sees huge potential in the B2B sector and the HoReCa segment. In the second half of 2026, the company plans to launch its own delivery service for business clients, moving away from a model where partners had to collect goods themselves.

“We want to triple our B2B turnover compared to 2025,” the company’s CEO stated.

In parallel, the chain is strengthening its positions in fresh food categories and private label products. The retailer currently has 17 private label brands, which account for 19.5% of total turnover. A significant share is provided by in‑house production: for example, the company’s meat processing plant accounts for 56% of sales in its respective category on the chain’s shelves.

For Chinese food exporters and equipment manufacturers, Auchan Retail Russia’s declared strategy opens up several direct sales channels. First, the record 49% growth in sales of Asian products and the launch of in‑house ramen shops create high demand for authentic noodles, soy sauces, spices, snacks and beverages from China.

Second, plans to triple B2B sales mean that the chain will be purchasing large volumes of basic groceries and consumables for the corporate segment, an area where Chinese suppliers have traditionally been strong with their pricing.

Furthermore, the chain’s willingness to run quick tests allows suppliers from China to promptly introduce small batches of new items to check demand without lengthy bureaucratic procedures.