Domestic laptop sales increased in Russia Science and technology 26 June 2024 05:15

Sales of private label laptops in Russia in 2024 increased significantly compared to previous periods. The share of private label products in all laptops sold increased from 2.5% to 7% in quantity and from 2% to 5.2% in monetary value. This growth is associated with the departure of international brands from the country and their replacement by domestic analogues, offered mostly in the middle price segment. The corporate sector has become one of the engines of this growth, attracting devices that are reliable even if they do not have the most modern technical features.

In the first five months of 2024, 130,000 laptops of domestic brands were sold, which is much higher than the previous year. Successful private label brands include Dexp from DNS, Lunnen from Yandex, OSiO from ICL and Digma from Merlion, as well as Fplus devices. These brands occupied about 4% of the laptop market in Russia. The growing interest in private labels is due to their affordable prices, lack of marketing costs and flexibility in inventory management, which makes them attractive to retail chains. At the same time, Evgeny Kharitonov, editor-in-chief of ferra.ru, doubts the attractiveness of private label laptops:

However, private label laptops began to be in particular demand in 2024 due to favorable sales conditions and improved service options. It not only allows retailers to manage their product assortment more flexibly, but also provides customers with the opportunity to receive reliable guarantees and high-quality support. These factors make private labels competitive in the laptop market up to 50,000 rubles, where they can successfully compete with models from large international brands.