Photo courtesy of the Belarusian embassy in Russia
MOSCOW 18 February (BelTA) - A second brand zone featuring Belarusian manufacturers of electronics and home appliances has opened at a store of the Russian retail chain M.Video, located in the MEGA Khimki shopping mall, BelTA learned from the Belarusian embassy in Russia.
“The project is being implemented with the assistance of the Belarusian embassy in Russia, within the framework of a memorandum on strategic cooperation signed on 29 May 2025 between M.Video and the Horizont holding company. The first brand zone was opened in September 2025 and demonstrated the effectiveness of the chosen ‘multi-brand’ strategy through increased sales volumes,” the diplomatic mission said.
According to Felix Lib, CEO of M.Video, there is sustained interest from customers in appliances from Belarusian manufacturers. “Brands like Horizont, Atlant, Gefest, Vityaz, Belvar and others are well-known to Russian customers – they are valued for their reliability, functionality, and affordability,” he emphasized. “The format has proven its demand: it’s important for customers not just to see a product on a shelf, but to get familiar with the assortment in a unified space, receive professional advice, and have the opportunity to compare solutions from different categories, ranging from home appliances to computer devices. We are consistently expanding the presence of Belarusian brands in our chain and making their products even more accessible to Russian customers.”
The single space, decorated in Belarusian national style, features a wide range of products from leading Belarusian manufacturers: Horizont, Atlant, Vityaz, Brestgazoapparat, BelOMO, and Amkodor-Belvar.
Customers have access to refrigerators, freezers, and washing machines from Atlant, including new series of Atlant refrigerators with next-generation inverter compressors, Wi-Fi support, and the capability for integration into smart home systems. The kitchen section also includes Gefest gas and electric stoves, ovens, hobs, and range hoods.
The television section is represented by Horizont and Vityaz models in various screen sizes with Smart TV support. Special attention in the new location is given to the computer equipment segment: H-BOOK line laptops (14, 15, and 16 inches), H-tab tablets, monitors, and mini-PCs.
The range of small home appliances is supplemented by kitchen machines, blenders, electric dehydrators, and juicers from the Belvar, asaloda, and Horizont brands. Also on display are lamps produced by Brest Electric Lamp Plant under the Horizont and Belsvet brands.
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