“Golden Apple” launched online sales of products from other sellers

As the sellers explained to the publication, several months ago they began working on the Golden Apple online platform in exchange for commissions. The products are delivered to the cosmetic retailer’s collection points or by courier.

The company cooperates with sellers in a 3P (Third Party) format, its representative told Shopper’s. He clarified that 3P suppliers can manage their assortment, content and prices, which allows them to reduce the time it takes to bring products from new categories to the online store shelves.

Golden Apple’s current partners include bag maker Furla, lingerie retailer Incanto, shoe retailer Ekonika, appliance retailers Maunfeld and Redmond, and VK, which sells smart speakers.

A representative of the retailer emphasized that it “does not follow the path of the markets”; Unlike them, where the proportion of 3P products reaches between 80% and 90%, at Golden Apple this model represents less than 3% of the products.

On the topic: History of the Golden Apple beauty chain: how a large perfume supermarket developed

Experts interviewed by Shopper’s are confident that the company launched the market. Data Insight analyst Sergei Semko noted that Amazon and Ozon, becoming marketplaces, also started with a small number of products based on the 3P model. At the same time, there are no clear limits to the volume of 3P products that would define the market, the expert added.

From online stores of cosmetics retailers, Letual has been operating as a marketplace since 2022. The marketplace model makes it possible to sell products from brands whose official deliveries to Russia have become impossible, Boris Ovchinnikov, partner at Data Insight, told Vedomosti.

“Golden Apple” was founded in 1996 in Yekaterinburg. According to Shopper’s, the company currently has 35 stores in Russia and six more abroad: in Kazakhstan, Belarus and Qatar. According to Infoline-Analytics, the retailer ranks third among the largest cosmetics chains after Magnit Cosmetics, Letuali and its Podruzhka.

In 2023, the revenue of Ekaterinburg Apple LLC (the legal entity of Golden Apple) amounted to 93 billion rubles, an increase of 52% compared to the figure for 2022, and the net profit was 3.3 billion rubles against 2.8 billion rubles in 2022. m, follows from the information in the Rusprofile system.