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Our own brands

In developing our private labels, we rely on data analytics and insights into customer preferences and demand patterns to keep track of evolving shoppers' expectations, staying abreast of new trends. Nearly a third cheaper than leading name brand counterparts, our quality own-brand products come at affordable prices and compete successfully with their branded alternatives.
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Our private labels offer great quality and are great value for money.

Subject to rigorous selection, our brands comply with all safety and sanitary requirements. To provide the best value for money, we partner with the top domestic and foreign suppliers and carry out thousands of checks and trials.

2007
The first private label is launched. The products offering is improved and expanded year after year.
85
%
of our private label food products are made in Russia.
O’KEY
This brand is all about the perfect balance between top quality and affordability. We guarantee that products marketed under the O’KEY brand comply with all regulatory requirements and standards and are also subject to our rigorous internal quality assurance testing. Thanks to zero advertising and promotional costs and direct contracts with suppliers, we are able to secure attractive prices, making O’KEY private label products a really great choice for customers.
«То, что надо!»
This brand is all about the perfect balance between top quality and affordability. We guarantee that products marketed under the O’KEY brand comply with all regulatory requirements and standards and are also subject to our rigorous internal quality assurance testing. Thanks to zero advertising and promotional costs and direct contracts with suppliers, we are able to secure attractive prices, making O’KEY private label products a really great choice for customers.
Emotion
Emotion Man, Emotion Lady and Emotion Kids are clothing brands for children and adults, featuring a wide range of outdoor apparel, classic and casual woven garments and knitwear, and underwear. Emotion offers quality clothing of all sizes that is created to the finest standards and will ideally suit anybody.
4home
4Home is a brand of household products offering over 100 items of home appliances and PC accessories. Thanks to direct supplies from domestic and foreign manufacturers, state-of-the-art components and technologies, optimal pricing and continuous production control, these goods boast great reliability, modern design, attractive price and excellent consumer properties.
Dominant
DIY enthusiasts looking for modern, hi-tech and quality instruments will be pleased with our selection of hand and power tools for household maintenance – a perfect choice for a thrifty and skilled buyer.
This brand is all about the perfect balance between top quality and affordability. We guarantee that products marketed under the O’KEY brand comply with all regulatory requirements and standards and are also subject to our rigorous internal quality assurance testing. Thanks to zero advertising and promotional costs and direct contracts with suppliers, we are able to secure attractive prices, making O’KEY private label products a really great choice for customers.
This brand is all about the perfect balance between top quality and affordability. We guarantee that products marketed under the O’KEY brand comply with all regulatory requirements and standards and are also subject to our rigorous internal quality assurance testing. Thanks to zero advertising and promotional costs and direct contracts with suppliers, we are able to secure attractive prices, making O’KEY private label products a really great choice for customers.
Emotion Man, Emotion Lady and Emotion Kids are clothing brands for children and adults, featuring a wide range of outdoor apparel, classic and casual woven garments and knitwear, and underwear. Emotion offers quality clothing of all sizes that is created to the finest standards and will ideally suit anybody.
4Home is a brand of household products offering over 100 items of home appliances and PC accessories. Thanks to direct supplies from domestic and foreign manufacturers, state-of-the-art components and technologies, optimal pricing and continuous production control, these goods boast great reliability, modern design, attractive price and excellent consumer properties.
DIY enthusiasts looking for modern, hi-tech and quality instruments will be pleased with our selection of hand and power tools for household maintenance – a perfect choice for a thrifty and skilled buyer.
Cost advantage
We find ways to cut costs throughout the production and sales cycle, from packaging to shelf arrangements, working directly with producers and cutting out intermediaries and extra advertising and promotional expenses.
Quality
Continuous evaluation and benchmarking of our brands have proved that their quality is on a par with their branded counterparts. We control the manufacturing process and check product samples for compliance with applicable regulations and state standards  (GOSTs) so you can enjoy the best quality.
Sensible choice
We are certain that superior quality and competitive pricing are strong reasons for customers to prefer our private labels over major brands.
Taste properties of our products have been verified by numerous blind taste tests among our employees and customers alike.

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