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Covid, e-commerce: how Auchan raised the bar in Russia

Posted Nov 14, 2021 11:22 amUpdated Nov. 14, 2021, 11:26 a.m.

Two renewals of the management teams were necessary. Auchan Russia has rectified its business situation and its accounts. The pioneers who wrote the Mulliez brand success story in Putin’s country in the 2000s had been left behind by the change in the Slavic consumer.

The policy of low prices every day based on private label products and without promotions gave him a feeling of degradation. Despite Europe’s sanctions against the government, Russians yearned for a Western way of life. Auchan’s martingale was hitting the wrong number. From 2017 to 2020, the market grew 11% annually. Sales to distributors fell 9%. A first relaunch of a Russian Russian, Johannes Tholey, failed. Philippe Brochard apparently succeeded.

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