M.Video’s private label brands now account for 3.0% of its total sales in 2025, up from 1.6% in 2024 and 1.2% in 2023. This more than twofold growth over two years highlights the Russian electronics retailer’s push to boost its own brands across both physical stores and its online marketplace. The company manages four distinct private label brands targeting different market segments.

• Private label share in M.Video’s sales: 1.2% (2023) → 1.6% (2024) → 3.0% (2025).
• Biggest growth seen in PC monitors: from 0.2% to 6.9% private label share.
• Four core private label brands: Carrera, hi., Novex, and Cameron.

Private label growth by category

The most significant surge in private label presence occurred in PC monitors, jumping from 0.2% to 6.9%. Other notable category increases include microwaves, which rose from 5.6% to 10.1%, kitchen appliances from 4.0% to 7.9%, and apparel care products from 1.5% to 5.4%. TVs and washing machines also saw gains, climbing from 3.1% to 5.8% and 2.2% to 4.5%, respectively.

Some categories have already surpassed double-digit private label shares: air conditioners at 11.6%, personal care products at 10.5%, and coffee makers close behind at 9.7%. This pattern reflects growing consumer confidence in M.Video’s proprietary products across price-sensitive segments.

”Buyers increasingly opt for private labels because they balance functionality, quality, and affordability,” says Yulia Zakharova, Head of Private Label Development at M.Video. ”This is especially clear in categories where price sensitivity is high, and customers want reliability without paying a premium for a big brand.”

M.Video private label brand portfolio strategy

M.Video has structured its private label portfolio by sales channel and price segment. Carrera focuses on advanced consumer electronics with enhanced features; in 2025, it expanded to include suitcases. The hi. brand targets basic everyday needs and remains primarily in brick-and-mortar stores.

For its online sales, M.Video relaunched Novex and Cameron in 2025, targeting the mass-market segment of home appliances. These refreshed lines were developed using detailed user scenario analyses. According to Zakharova, the company plans to scale these offerings further, broaden product lines, and explore new categories within their multi-category marketplace model.

Russia’s retail sector has seen growing interest in private labels as local players seek differentiation and margin improvement amid economic pressures. M.Video’s approach mirrors global trends where retailers like Best Buy and Walmart have increasingly leaned on their own brands to offer consumers competitive alternatives to major manufacturers, often translating into better margins. However, achieving meaningful scale outside of grocery or apparel categories remains challenging.

Looking ahead, the key question is whether M.Video can sustain this growth trajectory and expand its private label footprint beyond electronics into lifestyle and adjacent product categories. Success will depend on product quality, brand perception, and how well the company leverages its omnichannel presence to meet diverse customer needs without cannibalizing established brands or reliant suppliers.