vkusvill

Founded in 2009 in Moscow by entrepreneur Andrey Krivenko as a chain of stores called "Izbenka". The first store opened in the Strogino district on May 12, 2009. Since 2012, in addition to (and later instead of) "Izbenok", which sold exclusively dairy products, "Vkusville" stores with a wider assortment began to open, with a focus on perishable products without preservatives and flavor enhancers from small manufacturers.

In 2014, the networks "Izbenka" and "Vkusville" were managed by LLC "Meadow da Field" and LLC "Vkusville", the revenue and net profit of the first amounted to 3.59 billion rubles and 446 million rubles, respectively, the second - 1.33 billion rubles and -41 million rubles[6]. As of 2016, the combined revenue of both companies amounted to 18.5 billion rubles, the number of employees - about 3.5 thousand people. The owner of both companies is the founder of the network Andrey Krivenko.

Since 2017, the company has started opening stores outside of Moscow and the Moscow region (in neighboring regions and St. Petersburg). In the same year, the company entered the RBC ratings, taking 489th place among the 500 largest companies in Russia, as well as 3rd place out of the 50 fastest growing companies in Russia.

In May 2019, the company became a co-founder of Parim-Varim LLC, created to develop its own culinary network.

In 2020, against the background of the COVID-19 pandemic, the network increased the share of online sales to 15%.

In May 2020, the VkusVill store opened in Amsterdam, becoming the first branch of the chain abroad.[source not specified 19 days]

On December 24, 2020, it became known that the network will add the ability to buy soda, sweets and snacks in the online store of the network in order to increase the average order receipt.

At the end of May 2021, the retailer's operating company completed the transformation from LLC to JSC. At the same time, Vkusville increased its authorized capital by 200 times - up to 200 million rubles from 1 million rubles [source not specified for 19 days].

On June 30, 2021, an article "Recipes for family Happiness" was published on the Vkusville website, which described families buying products from the brand's supermarket chain. Among others, the story of an LGBT+ family was told, which caused polar reactions in Runet. Some media reported the first case of support for the LGBT movement in the history of large Russian business. However, after the distribution of the material among the ultraconservative telegram channels, threats, including physical violence, began to arrive at Vkusville, as well as the families of the girls from the article. As a result of the public outcry, the management of the supermarket chain removed the article from the website and social networks and apologized for the "mistake that became a manifestation of the unprofessionalism of individual employees". After that, the company was criticized by the liberal-minded part of the audience. The heroines of the video had to leave Russia for Spain because of threats[19]. The marketer and several other employees quit.

In September 2021, The Wall Street Journal announced the intention of Vkusville and the St. Petersburg Stock Exchange to launch an IPO in the United States this year or early next year, taking into account the estimated value of the trading platform at $ 2 billion, and the store chain - from $ 3 to $ 5 billion.

On September 21, Vkusville announced a rebranding — the chain will change the logo, update the slogan and font, and will also use another corporate color. The slogan of the network will be the phrase "Healthy is delicious here".