Fix Price
Retailer / private label
UnclaimedA Russian value retailer built around a broad assortment of everyday goods sold through a fixed-price and low-price store format.
Last updated November 4, 2026
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Overview
Fix Price is a Russian value-retail chain established in 2007 by Sergey Lomakin and Artem Khachatryan. The business was created around a simple proposition: offer a wide assortment of frequently purchased goods at clearly understandable low prices, initially emphasizing a fixed-price format. Its stores combine food and beverages with household supplies, personal-care products, stationery, toys, seasonal merchandise, small consumer goods, and other impulse-oriented items. This mix allows the chain to serve both planned household shopping and low-ticket discovery purchases. The company expanded from its original Russian base into a large national network and subsequently developed operations in Kazakhstan and Belarus. Its model depends on centralized purchasing, a high proportion of private-label and exclusive merchandise, rapid assortment rotation, standardized store layouts, and a distribution system designed to supply many relatively small-format outlets. Rather than competing primarily through premium presentation or specialist depth, Fix Price competes through price visibility, convenience, assortment variety, and frequent product changes. The format is particularly suited to consumers seeking to control spending, as well as to locations where shoppers value a nearby general-purpose discount store. Fix Price's merchandise is deliberately diversified. Food and household consumables generate regular traffic, while seasonal goods, home organization products, toys, stationery, gifts, and basic personal-care items support higher-frequency visits and impulse buying. The chain has also used digital tools, loyalty initiatives, online channels, and marketplace or delivery partnerships to extend the reach of its physical stores, although the precise mix of channels has changed over time. The retailer became one of Russia's best-known discount chains and pursued an international capital-markets profile through Fix Price Group PLC. The group completed an initial public offering in London in 2021, and its shares were later traded on the Moscow Exchange under the FIXP ticker. Corporate disclosures describe the business as a large multi-country value retailer rather than a conventional supermarket, with operations centered on a standardized discount-store platform. Fix Price's principal strategic challenge is balancing low consumer prices with inflation, logistics costs, currency movements, supplier pricing, labor expenses, and changing consumer demand. Its response has included assortment and pack-size adjustments, selective price architecture rather than dependence on a single uniform price point, private-label development, supply-chain investment, and continued attention to store productivity. The brand remains associated with accessible pricing and a broad, frequently changing assortment, while its legal and listing structure is distinct from the consumer-facing store brand.
History
Fix Price was founded in Russia in 2007 by Sergey Lomakin and Artem Khachatryan. The founders applied a fixed-price discount-store concept to a broad general-merchandise assortment, seeking to make low prices easy for shoppers to understand while keeping stores convenient and operationally standardized. The initial proposition was not limited to one retail category: stores combined food, household items, personal care, stationery, toys, seasonal merchandise, and other low-ticket products. During its expansion phase, Fix Price developed the infrastructure required for a large chain, including centralized procurement, distribution centers, private-label sourcing, assortment management, and a repeatable store format. The company used a high rate of product rotation to encourage frequent visits and to create space for seasonal and promotional goods. This approach differentiated it from supermarkets, which generally offer greater depth in food, and from specialist retailers, which generally offer a narrower but deeper category selection. The chain grew across Russia and became a prominent participant in the country's discount and value-retail segment. Its customer proposition was supported by a mix of everyday necessities and discretionary impulse purchases. Private-label and exclusive products helped the business manage price positioning and assortment differentiation, while the store network provided neighborhood-level access to consumers looking for inexpensive goods. Fix Price later extended the format beyond Russia, with operations in Kazakhstan and Belarus. International development remained connected to the same basic operating model: standardized stores, centralized purchasing, low-ticket merchandise, and a broad assortment adapted to local market conditions. The company also invested in e-commerce, digital loyalty tools, and other omnichannel capabilities as retail behavior changed. The group pursued a major corporate-finance milestone in 2021, when Fix Price Group PLC completed an initial public offering in London. The listing made the retailer more visible to international investors and formalized the distinction between the consumer brand, Fix Price, and the listed corporate group. In 2023, the group's shares began trading on the Moscow Exchange under the FIXP ticker. The business has operated in a difficult cost environment characterized by inflation, supply-chain disruption, currency volatility, and changing consumer purchasing power. These conditions have increased the importance of private-label sourcing, logistics efficiency, store productivity, and careful assortment management. They have also made the original fixed-price idea more flexible: the brand continues to communicate value, but retail price architecture and product formats may vary as costs and merchandise economics change. Today, Fix Price is best understood as a multi-country value retailer rather than only as a single-price shop. Its identity rests on affordability, a frequently refreshed range, broad category coverage, and convenient stores. Its continuing development depends on balancing network expansion and digital reach with disciplined costs, reliable supply, and price credibility.
- 2023
Moscow Exchange trading
[3]Shares of Fix Price Group begin trading on the Moscow Exchange under the FIXP ticker.
- 2021
Initial public offering
[1]Fix Price Group PLC completes an initial public offering in London.
- 2007
Fix Price is founded
[1]Sergey Lomakin and Artem Khachatryan establish the Russian discount-retail business that becomes Fix Price.
Products and positioning
Mass-market discount retail focused on transparent value, high assortment turnover, convenient neighborhood locations, and a mix of essentials and impulse-oriented merchandise.
Food retail
Food and beverages
Packaged foods, snacks, sweets, drinks, and other grocery items form part of the recurring-traffic assortment. These products complement the chain's general-merchandise offer and allow shoppers to combine everyday consumption goods with household and seasonal purchases.
General merchandise
Household and home goods
The home range includes cleaning supplies, kitchen accessories, storage and organization products, basic maintenance items, and other practical goods. The category supports Fix Price's positioning as a convenient source of inexpensive household necessities.
Health and beauty
Personal care and hygiene
Personal-care merchandise includes everyday hygiene and grooming products. The assortment is generally oriented toward accessible price points and convenience rather than premium beauty specialization.
Leisure and seasonal merchandise
Stationery, toys, and seasonal goods
Stationery, school supplies, toys, gifts, decorations, and seasonal products contribute to frequent visits and impulse purchasing. These categories are refreshed regularly and can be adjusted around holidays, school seasons, and local demand.
Brand decisions
2023
Addition of Moscow Exchange tradingStrategyBackground
The group sought a domestic trading venue for its shares in addition to its existing international listing structure.
Action taken
Fix Price shares began trading on the Moscow Exchange under the FIXP ticker.
Aftermath
The move expanded domestic market access for the group's publicly traded shares.
2021
Public listing through an initial public offeringOtherBackground
After building a large discount-retail network, the group sought access to public capital and a broader investor base.
Action taken
Fix Price Group PLC completed an initial public offering in London.
Aftermath
The transaction established Fix Price Group as a publicly traded corporate group and increased formal disclosure to investors.
Recent events
Reported
Fix Price appoints store management department head[4]
Fix Price announced that Vladimir Pogonin would lead its newly established store management department.
Fix Price announces planned IPO[5]
Fix Price officially announced plans for an IPO on the London Stock Exchange, with a secondary listing planned on the Moscow Exchange.
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