In the first half of 2024, the prominent Russian hypermarket chain Lenta reported a 61 percent surge in sporting goods sales within its business-to-business division, Lenta Pro. Sales growth varied significantly across regions, with a remarkable 125 percent increase in southern Russia, nearly double in the Urals, and a more modest 50 percent rise in the central regions, according to Lenta’s statement, which did not provide exact figures.
This growth can be attributed, in part, to Lenta’s strategic expansion in key product categories, including sporting goods. “We are continuously refining our offerings to become more comprehensive, particularly by increasing our range of non-food products,” said Maria Shalina, Director of B2B at Lenta Pro.
Lenta is one of the leading Russian retailers and the largest hypermarket operator, with 261 hypermarkets, 246 supermarkets and 2,312 convenience stores in over 650 cities and towns across Russia.
The expansion came after prominent Western retailers like Decathlon, Adidas and Reebok had exited the Russian market, creating opportunities for local businesses to enter.
The Russian sporting goods sector has shown strong performance, with sales rising by 7 percent in early 2024 and a notable 23 percent growth in 2023, according to data from Check Index.
