Sergei Studennikov
Sergei Petrovich Studennikov | |
|---|---|
| Born | March 24, 1967 Levokumskoye village, Stavropol Krai, RSFSR, USSR |
| Occupation | Entrepreneur |
| Known for | Founder and owner of Red&White retail chain |
Sergei Petrovich Studennikov (; born March 24, 1967, in Levokumskoye village, Stavropol Krai, RSFSR, USSR) is a prominent Russian entrepreneur and billionaire. He established and owns the discount liquor retail chain Red&White. In 2018, Forbes Russia placed him 115th among the wealthiest businessmen with an estimated net worth of $950 million. By 2020, he had entered the Forbes TOP-100 list at 97th position with $1 billion, advancing to 78th in 2021 with $1.8 billion, and reaching 44th place in 2024 with a fortune of $3.2 billion.
Early life
Studennikov was born in Levokumsky, located within Stavropol Territory. His family later moved to Bakal in the Chelyabinsk Region. He pursued technical studies at the Mining and Ceramics College in Satka.[1][2]
Following his graduation, he engaged in mining work before fulfilling his military obligations. After completing service, Studennikov relocated to Chelyabinsk where he experienced financial difficulties—at one point residing temporarily at a train station and working as a loader. He does not possess higher education credentials. In a 2019 interview, he revealed that from childhood he aspired to be a salesperson, motivated by watching cashiers who skillfully avoided long queues.[3]
Career
Studennikov launched his business activities during the 1990s by trading alcoholic beverages, tobacco products, and construction materials.
The inaugural “Red&White” liquor outlet was established in 2006 in Kopeysk near Chelyabinsk. This launch coincided with favorable market conditions due to import limitations and the implementation of EGAIS, which led to shortages in alcohol supply.
By October 2018, “Red&White” had expanded to 6,700 outlets, becoming Russia’s fastest-growing major retailer. Studennikov characterized these stores as “convenience stores,” where alcohol sales comprised less than a quarter of total revenue; the remainder came from food items, beverages, everyday essentials, and tobacco products—mirroring global retail trends.
In 2019, “Red&White” reported revenues of 301 billion rubles for 2018, securing the 46th spot on RBC-500’s list of largest Russian companies by revenue. This represented a 43% increase compared to 210 billion rubles in 2017. By September that year, the chain operated 8,141 outlets across 56 regions and ranked third in revenue growth among Russia’s top 500 firms.
That same year, Studennikov joined forces with Igor Kesaev and Sergey Katsiev to consolidate their retail chains—Dixy, Bristol, and “Red&White”—into DKBR Mega Retail Group Limited (later renamed Mercury Retail Group Limited). Studennikov holds a 49% stake while Kesaev and Katsiev collectively own 51%. This alliance elevated the group to Russia’s third-largest retailer by revenue and one of its largest private employers.
In 2021, Mercury Retail Group divested 2,458 Dixy stores and 39 Megamarts to Magnit. Studennikov emphasized that this transaction would not impact “Red&White,” as the group shifted focus towards expanding “Red&White” and Bristol brands.
By late 2021, “Red&White” operated over 10,325 outlets in 61 regions; this number grew to approximately 13,000 stores across 72 regions by the end of 2022. In 2023, Mercury Retail Holding was established under Russian jurisdiction maintaining the same ownership structure: Studennikov (45%), a family member (4%), Kesaev (37.25%), and Katsiev (7.69%). The group reported a turnover of 993 billion rubles for 2022.
According to Forbes, Mercury Retail Holding’s net profit increased from 29.3 billion rubles in 2020 to more than 48 billion rubles in 2022—outperforming major competitors X5 Group and Magnit despite having lower revenues. The company ranks among Russia’s top five retailers by turnover and is recognized as the most profitable retailer nationwide. “Red&White” is listed as the eleventh largest employer in Russia with around 141,000 staff members.
In the year 2023 alone, “Red&White” launched over 3,500 new outlets spanning across 76 regions along with three distribution centers and an office located in Novosibirsk. INFOLine noted this expansion pace as unprecedented—averaging more than ten new stores daily—and contributing to nearly a 20% increase in revenue.
By mid-2023, Mercury Retail Holding enhanced its market share within FMCG food retail from 38.5% to 40.7%, largely propelled by “Red&White,” ranking second only to X5 Group.
The group also holds a leading position as an importer of beer and ranks among Russia’s top five wine importers; in 2023 it accounted for approximately 44% of beer imports alongside Bristol and X5 Group.
“Red&White” consistently ranks among Russia’s Top 50 largest employers. Its product range has been acknowledged in both domestic and international wine publications such as Roskachestvo’s “Wine Guide of Russia-2023,” Wine Enthusiast magazine, and Chilean guide Descorchados.
As of mid-2024, “Red&White” stood among Russia’s five largest retail chains by store count with over 18,700 locations across 76 regions while leading growth metrics for retail space expansion. It also received top accolades from Wine Retail for offering the best wine selection within the Alkostor/Wine Supermarket category.
Financial status
Sergey Studennikov's wealth has experienced remarkable expansion, increasing from $450 million in 2015 to $1.8 billion by 2021, according to Forbes. In 2018, Bloomberg valued his assets at more than $1 billion. He holds citizenship in Montenegro.
In 2021, Studennikov was ranked 78th on Forbes' list of "200 Richest Businessmen of Russia," with a net worth of $1.8 billion. By 2023, he was featured among the "110 Russian Billionaires" in Forbes' rankings. His fortune grew substantially in 2024, rising by 113% to reach $3.2 billion, distinguishing him as the sole Russian billionaire to more than double his wealth that year. Additionally, he was listed in Forbes' global compilation of the wealthiest entrepreneurs. In that same year, his spouse Elena Soboleva was recognized as one of Russia's top ten richest self-made women, with her net worth estimated at $250 million.
Based on the financial outcomes of 2024, Studennikov secured a position within the Top 125 Russian billionaires, ranking 44th overall.
Personal life
Studennikov is married to Elena Soboleva, and together they have two daughters. The couple acquired Montenegrin citizenship on September 21, 2022.
- ↑ "Сергей Студенников и семья". Forbes.ru (in русский). Retrieved 2024-11-19.
- ↑ "Полоса красная, полоса белая". РБК (in русский). 2019-09-26. Retrieved 2024-11-19.
- ↑ "Правила бизнеса основателя сети "Красное & Белое" Сергея Студенникова". РБК (in русский). 2018-10-23. Retrieved 2024-11-19.