By Swann Collins, investor, writer and consultant in international affairs – Eurasia Business News. December 15, 2025. Article no 1932
Wildberries & Russ has fully taken over Rive Gauche, giving it control of one of Russia’s largest perfume and cosmetics chains.
RWB acquired 100% of Aromalux and UK PS Group, the legal entities operating the Rive Gauche retail network, from Cyprus-based Rive Gauche Group Ltd. The transfer of ownership was recorded in Russia’s Unified State Register of Legal Entities in mid-December 2025, confirming completion of the transaction.
Price and prior partnership
The parties did not officially disclose the purchase price, but Russian business media had earlier estimated the deal at roughly 5–6 billion rubles (around 70–80 million dollars at the time). Before the acquisition, the companies launched a strategic partnership in September 2025, integrating 252 Rive Gauche stores into Wildberries’ pickup network and giving Rive Gauche a dedicated section on the marketplace.
Strategic rationale
RWB presents the deal as a way to build “omnichannel” sales by combining Wildberries’ online platform with Rive Gauche’s brick-and-mortar footprint. The acquisition is also expected to broaden the range of beauty brands offered online and improve access to cosmetics and perfume in Russian regions and other markets where Wildberries operates.
Rive Gauche financials
Rive Gauche’s main operating company, Aromalux, posted about 37.4 billion rubles in revenue in 2024, but it remained loss-making with net losses of roughly 1.5 billion rubles. Analysts note that despite the losses, the chain gives Wildberries & Russ stronger positioning in the mid‑ to premium‑segment beauty market.
Position within RWB’s expansion
The Rive Gauche takeover is part of a broader acquisition drive by Wildberries & Russ, which has recently moved into sectors like travel, logistics, and regional infrastructure. This pattern suggests a strategy of building a diversified ecosystem around its core e‑commerce and advertising businesses.
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RBB LLC was created in the summer of 2024 as a result of the merger of Wildberries and the outdoor advertising operator Russ. In the joint venture, 65% is owned by Wildberries LLC of Tatyana Kim, and 35% is owned by Stinn LLC, whose CEO is Robert Mirzoyan, head of Russ Outdoor LLC. In 2024, RBB’s revenue, according to the financial statements, amounted to 441.1 billion rubles, net profit 47.64 billion rubles.
Rive Gauche was founded in 1995 by former spouses Pavel and Larisa Karaban. The chain specializes in the sale of perfumes and cosmetics, mainly premium, more expensive than 4 thousand rubles per package. Now it has more than 250 stores in 88 cities of Russia. Aromalux‘ revenue in 2024, according to SPARK, decreased by 6% year-on-year, to 37.4 billion rubles Net loss almost tripled, to 1.5 billion rubles Revenue of MC PS Group in 2024 reached 1.36 billion rubles, net profit – 2.98 million rubles Year-on-year values increased by 3.4% and five times, respectively.
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The beneficiaries of Rive Gauche Group Ltd are not disclosed. As of 2021, its main owner was Inna Meyer (51%), the wife of August Meyer, the former co-owner of the Ulmart chain. In 2024, they were both convicted of fraud, but the entrepreneurs were released from punishment due to the expiration of the statute of limitations.
Another 25% of Rive Gauche Group Ltd. was previously on the balance sheet of Panamanian Octapan Investments S.A., the beneficiaries of which are Pavel and Larisa Caraban. 24% was controlled by Lenka Investments Ltd, previously associated with the founder of Finstar Financial Group, Oleg Boyko.
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© Copyright 2025 – Eurasia Business News. Article no. 1932
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