Auchan in Russia will launch a line of children’s products under its own brand.

“As part of the constant expansion of the product line of its own brands, the Auchan Retail Russia company is working on the development of a line of products for children from 3 to 10 years old under the Auchan Red Bird Kids brand.” The main feature of this line is the Little Bird character, which will be present on all the packaging of the children’s product line,” said a company representative.

Auchan Retail Russia recalled that the chain now has more than 7.5 thousand products under 16 different brands, covering both food and non-food categories.

On October 25, the Russian division of Auchan submitted an application to Rospatent to register a new logo: it is an image of a red bird that resembles a robin. According to the documents, the company intends to consolidate the brand in ICGS classes 03, 05, 16, 28, 29, 30, 31, 32 and 35. The list of products includes food, cosmetics, soft drinks, toys and other categories.

• On October 24, two publications reported that French company Auchan decided to leave the Russian market. According to La Lettre, the company is in the final stages of negotiations with a local buyer, whose name has not yet been revealed. Le Figaro’s source clarified that the reason for the company’s departure from Russia was “the deterioration of business conditions in the local market.”
• The press service of Auchan Retail Russia RB.RU did not confirm or deny Russia’s departure, noting that they do not comment on “rumors in the market.”
• The next day, Kommersant sources reported that Auchan was considering two scenarios: transferring the Russian business to management or selling it to a large retailer. Potential buyers include Lenta, Magnit and X5 Group. Lenta and X5 Group declined to comment, while Magnit said negotiations were not ongoing.
• Auchan Retail Russia is a division of the French Auchan Retail, part of the ELO group (formerly Auchan Group) of the Mulier family. The company has been operating on the Russian market since 2002. The main control is carried out through Auchan LLC. According to Rusprofile, in 2023 Auchan LLC’s revenue decreased by 5%, amounting to 226 billion rubles, and net profit decreased by 90%, to 460 million rubles.