Our beauty: Latoile plans to close 150 stores in 2026
The Latoile cosmetics chain intends to reduce more than a hundred stores this year, Izvestia has learned. In 2025, the company has already shut down 93 outlets, their total number has decreased by 10%. Experts attribute this to the flow of customers online, the lack of development of the offline format and a decrease in consumer activity. The company also recorded a net loss of over 1 billion rubles for the first time since 2012. About how beauty retailers adapt to the new reality, in the material of Izvestia.
How many stores has the retail chain reduced
The fact that beauty retailer Latoile is optimizing its network and intends to close 150 stores this year was told to Izvestia by one of its partners, another source familiar with its plans, and confirmed by the company's marketing director Tatiana Lomteva. According to her, the network reviews the effectiveness of individual locations, analyzes traffic and takes into account changes in consumer behavior.
The liquidation of retail outlets is "a planned effort to improve the quality of the network and adapt it to market conditions," said the top manager. In 2025, the chain shut down 93 stores, and their total number decreased by 10% over the year, a source close to it said.
At the beginning of the year, the retailer sent out many notifications to landlords about the closure of some of its outlets, the network's partner said. According to him, she failed to obtain licenses for the purchase and sale of well-known perfume and cosmetics brands, in particular Chanel. This situation has led to a reduction in the assortment and a drop in sales in physical stores, the source said.
In recent years, the network has been "aggressively" developing its own online platform and working less with the offline segment, explained a source familiar with its plans. This, he said, could negatively affect the traffic in retail outlets.
Latoile calls itself "the leader of the perfumery and cosmetics industry in Russia." The network was founded in 1997 by entrepreneur Maxim Klimov. The first beauty boutique opened in Moscow on the site of the Ruslan store on Smolenskaya Square. The network, according to its own data, has more than 1 thousand outlets in the country in 250 cities of the country. In 2014, the brand's creative director was former Dior designer and fashion designer John Galliano. The management company of the network is Alcor and Co., LLC, which belongs to the Cyprus Letu Holdings, follows from the data of the Unified State Register of Legal Entities. According to the results of last year, its revenue under RAS amounted to 83.9 billion rubles, which is 6% less than in 2024, and the net loss amounted to 1 billion rubles against a profit of 1.9 billion a year earlier, the financial statements said.
Why are retailers reducing their networks
Other retailers in the cosmetics segment also faced the closure of some stores, says Zulfiya Shilyaeva, Senior Director and head of CMWP's retail real estate department. So, the Druzhka network (owned by the owners of Latoile) eliminated 25 outlets last year. Rive Gauche (came under the control of Wildberries & Russ in 2025) — about 10%, the expert said, without specifying their number. According to her, the Ile de Bothe network (previously owned by French LVMH, bought out by Russian management in 2022) has also suspended development. The latter recently reset its own loyalty program, which caused a mixed reaction from consumers, the expert said.
The changes in the number of brand stores are related to the "reassembly" of the format, according to an expert from the Association of Commercial Real Estate and Retail Experts (ATER) Pavel Lyulin. According to him, the beauty segment feels more stable than the segment of the fashion industry. And in 2025, the retail chain itself not only reduced "weak points", but also opened 13 new ones, he recalled.
This year, six more points have been added to them, explained Tatiana Lomteva. According to her, the company has updated 258 locations as part of the development of the new format. The cuts were influenced by changes in consumer behavior, she said. The redistribution of some of the demand online has led to a "change in the role" of shopping malls.
The customer has become more rational, so he combines traditional retail and the online segment, Pavel Lyulin agrees. According to Businessstat, in 2025, cosmetics sales in the country decreased by 2%, to 3.9 billion units. The decline was caused by a reduction in the sale of cosmetics in the traditional offline trade, the agency's analysts noted.
Vladimir Chernus, head of retail real estate at IBC Real Estate, attributes the decrease in the number of chain stores to increased competition with the Golden Apple and marketplaces. According to him, many people are optimizing their business today by reducing retail space.
In particular, this trend has already been realized in the non-food market, Mikhail Burmistrov, CEO of Infoline Analytics, told Izvestia. Last year, the O'STIN chain closed 62 stores and cut 15% of its staff. Gloria Jeans has reduced at least 100 outlets in less than two years, Shopper's reported. In 2026, she intends to stop the work of another 150, RBC claimed. The Concept Group (brands of women's clothing Concept Club, children's clothing Acoola and underwear Infinity Lingerie), owned by AFK Sistema, reduced the number of stores by almost half, by 133 outlets, Kommersant noted. In addition, VkusVill faced a reduction in some points: last year it eliminated almost 300 of them. And construction retailers have closed stores amid reduced demand for repairs. For example, Stroitelny Dvor reduced 98 retail outlets — their number decreased by 23% over the year, and the number of hypermarkets of the former OBI in Russia (now DomLenta) — by 12%, to 23.
Pavel Lyulin believes that further optimization in retail will continue this year. This situation is influenced by competition with marketplaces, as well as a decrease in household incomes and a change in consumer behavior, Vladimir Chernus added. According to the results of January—March, the consumer confidence index, reflecting the expectations of the population, decreased by 1 percentage point, to minus 12%, according to Rosstat data.
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