Imperial Duty Free Strengthens Moscow Market Dominance with Ambitious Sheremetyevo Store Openings

Open two Sheremetyevo duty-free stores this quarter to lock in rising passenger spend. Since Sheremetyevo operates as a major hub with gates and crossing points, these openings will take advantage of high footfall and accelerate revenue growth.

We implement a centre-focused layout that connects between Terminals A and B through a seamless transfer zone, maximizing inter-terminal traffic. Increased visibility across carousels and popular product zones helps meet expectations and boosts average check sizes. The main line-up features brands with exclusive assortments, supported by a richter-style efficiency program to keep shelves stocked during peak traffic and across hubs.

Taking a data-driven approach, we plan three pilots in Terminal C and D with a 12-week evaluation window, then scale to additional Sheremetyevo wings. Since a streamlined process guides operations within diverse environments, we will align staffing with forecasted crowds, including a dedicated team of officers to manage queues and assist travelers.

Take action now to secure prime placements at Sheremetyevo; deploy modular duty-free zones near the main gates and passenger crossings to maximize visibility. Our plan delivers an impressive ramp-up: forecasted year-one revenue uplift in the high single-digits to low double-digits, with a path to expanding across Moscow hubs and strengthening Imperial’s popularity among travellers.

Imperial Duty Free: Moscow Market Expansion and VKO Customs Milestone

Open two exclusive Imperial Duty Free stores at Sheremetyevo by December to capture peak arrivals and align with the VKO Customs Milestone. This expansion is headed by a cross-functional team and targets modern, convenient shopping in the centre of the arrivals area.

Areas of focus include premium categories, турции-oriented assortments, and a fast, bilingual checkout. The strategy keeps the customer at the centre, delivers exclusive offers, and feels seamless from entry to exit. Some travellers arrive with a tight schedule, so we provide clear signage, efficient payment options, and ticket-based promotions that encourage impulse buys without slowing crossings at the border.

We build on the VKO milestone by tightening контроль at the point of sale, simplifying чек-процедуры, and delivering a consistent experience next to the jet bridges. By arriving with verified чеки on hand, customers stay confident in handling purchases inside the duty-free zone. This approach helps joint teams synchronize inventory, pricing, and promotions across both Sheremetyevo hubs, creating a cohesive Moscow footprint that future stores can replicate.

Following the initial openings, we will keep a tight pulse on performance with real-time dashboards, leveraging yandex insights to refine placement, pricing, and promotions. This cycle reduces down-time between launches and accelerates the learning curve, while ensuring the rate of conversion stays strong as December crowds grow. The result is a tangible opportunity to deepen loyalty, increase average ticket values, and extend the Imperial Duty Free presence beyond the two flagship sites.

Sheremetyevo Store Openings: Timeline, Permits, and Staffing Readiness

Begin with a staged rollout anchored in the central concourse near vnukovos arrivals to capture high passenger flow and early departures, depending on security schedules.

Build a 12-month timeline in three milestones: Phase 1 opens a compact Sheremetyevo store in the concourse, Phase 2 expands to a larger category footprint with popular goods, Phase 3 adds loyalty experiences and a self-check option.

Secure permits through customs, airport authority, and city offices; align signage, cash handling, and inventory controls; taking a final checklist before go-live.

Staffing readiness centers on category roles–cashiers, experience ambassadors, stock specialists, and supervisors; map shifts to fit central traffic and departures; implement a training plan covering product knowledge, service standards, and cash procedures; run a step-by-step test to validate readiness.

Use history of opened Sheremetyevo stores to shape plans; previously tested layouts show which departures times and ticket counters drive best coverage.

Performance targets focus on growth in the central airport market, capture higher ticket value, monitor cash flow and customs compliance, and align with vnukovos connections and concourse traffic to ensure popular offerings.

Plan final steps: confirm permits, finalize staffing readiness, and adjust plans depending on footfall and departures; ensure the operation is ready to scale from day one.

VKO Customs Clearance: Required Documents, Fees, and Processing Timeline

Submit a complete, bilingual customs package at least 48 hours before arrival to VKO to avoid delays.

Required documents Prepare a bilingual package in English and Russian: a commercial invoice listing each item with HS code, description, quantity, unit price, total value, and CIF value; a packing list; an air waybill; the official customs declaration; import license or permit if required; origin certificate; certificate of conformity for regulated goods; VAT registration details; broker power of attorney; insurance certificate; and importer, consignee, and contact information. If the shipment is part of a joint promotion, include a concise description of the program and its destinations. Include ivisa details if applicable, and reference to any гостиницу stay for staff during handling to streamline processing.

Fees Fees depend on the product class and declared value. Customs duty varies by HS code, while VAT is generally 20% on the customs value plus duty; excise can apply to alcohol or tobacco. A broker service fee typically ranges from 0.2% to 0.5% of declared value, with a fixed minimum; terminal handling charges and storage fees apply if goods remain beyond free time. For those planning multi‑month campaigns, negotiate a fixed-rate arrangement with your broker to stabilize costs during openings and peak periods.

Processing timeline Document checks occur within 1–3 hours when the package is complete; clearance can release in 4–6 hours after successful verification. If physical inspection is required, add 1–3 days; complex or restricted items may take 5–14 days. For significant shipments tied to months‑long openings or central promotions, build in a 4–6 week lead time to accommodate approvals, staff training, and dedicated clearance slots at the VKO centre.

Tip for efficiency coordinate with a single staff liaison at the central VKO centre, use a Google‑based tracker for document status, and maintain clear naming for every file to reduce back‑and‑forth while those approvals are in process. This approach keeps the flow smooth during hotel stay plans, travel routes, and airport transitions, helping the airside operation stay on track and the fleet of carousels and displays ready for the next destinations.

Product Mix Optimization for Moscow Shoppers: High-Demand SKUs and Seasonal Hits

Recommendation: lock in a core of 12 high-demand SKUs and 6 seasonal hits, updated weekly through Moscow shopper maps, which takes data from POS and social signals to drive growth and cut stockouts during peak travel times.

Operate with strict stock thresholds and average turnover targets; run multiple forecast scenarios to cover peak times and holiday windows, so teams forget guesswork and stay prepared.

alexander helped baseline the model within the retailer analytics hub, delivering personalised recommendations at the product level. The report note that получить loyalty signals after targeted purchases can lift conversion and repeat visits.

To align with journeys, configure supply trains and routing to connect main destinations with Sheremetyevo duty-free bays, supporting ride logistics and fast restocking. Destinations and flights feed a continuous refresh.

Track growth and efficiency towards a personalised assortment; retailer dashboards based on updated times series reveal progress and risks. This approach has been validated, and when demand shifts come, offer alternative fashion items to fill gaps.

Pricing Strategy and Margin Architecture in Duty Free Zones of Moscow

Implement a two-layer margin architecture in Moscow duty-free zones: set base margins by category and apply zone-specific uplifts during peak traveller flows. For electronics parts, target a base margin of 12-20%; cosmetics and perfumes 28-42%; childrens products 18-28%; and beverages 8-15%. Layer in zone adjustments that reflect turnover and queue length: add 2-5 percentage points during morning and evening peaks near Sheremetyevo and stand-alone departures lounges, and trim 1-2 points on slow mid-day times. Use a strict cap per category to prevent cross-category cannibalization and ensure чеки accuracy at the desk.

Operate with an Uber-style dynamic pricing engine that adjusts by zone, time slot, and product category. Run price reviews twice a week and keep elastic moves within ±6% per cycle to preserve trust with travellers. Align promotions with immigration screening queues: offer bundles in lounges for travellers who wait, and ensure screen displays guide travellers to the right desk before crossing the border.

Design the product presentation to support margin goals: keep comfort and ergonomics high in the traveller journey, with clearly labeled zones for electronics parts, design items, childrens products, and liquids. Use stand-alone shops and cohesive signage that communicates value quickly to travellers who have little time before departing flights. Create designated lounges where bundles are promoted and where travellers can sample scents, test electronics, and complete quick checklists that boost perceived value and drive check averages.

Monitor performance through a live dashboard that tracks margins by category, zone, and time slot, plus average ticket, basket size, and set of cross-sell indicators. Identify spanger segments–premium travellers who spend heavily on electronics and designer items–and tailor offers accordingly while keeping average margins intact. Track screening and immigration queue times and adjust desk staffing and promotions to reduce friction through the crossing process, which raises throughput and revenue per minute.

On implementation for Sheremetyevo openings, allocate a stand-alone flagship near Terminal D with three desks and a dedicated planning team. Ponomarenko oversees pricing governance and timing, while Alexander leads category-level assortment decisions and visual design. Set a pilot window of eight weeks to validate base margins, then scale to additional zones as turnover stabilizes. Align plans with cross-border check routines and ensure staff can execute bundles at the desk before crossing, increasing satisfaction for travellers who seek comfort, quick service, and reliable receipts (чеки) during departures.

Logistics and In-Store Fulfillment: Local Warehousing, Transit, and Last-Mile Readiness for Sheremetyevo

Recommendation: Establish a near-Sheremetyevo hub with two zones–storage and picking–that connects to the retail network and supports same-day replenishment for Moscow stores and the airport corridor.

• Local Warehousing and Storage
  • Layout: a compact two-zone footprint totaling about 2,000-2,200 sqm for storage, plus 700-900 sqm for picking/packing to enable rapid throughput.
  • Inventory management: real-time WMS integration with automated replenishment alerts, ABC analysis, and daily cycle counts to maintain accuracy.
  • Security and handling: controlled access, CCTV coverage, and dedicated zones for premium items; ensure packaging is shelf-ready for quick in-store restocking.
• Transit and Cross-Docking
  • Inbound cadence: set 1-2 daily inbound cycles from top suppliers, with dock-to-sort within 2-4 hours of arrival.
  • Logistics connections: leverage rail links and road feeders to central Moscow districts; align with last-mile partners for synchronized deliveries.
  • Documentation: standardized ASN, purchase order, and receipt checks to reduce holds at the store level.
• Last-Mile Readiness for Sheremetvo
  • Delivery modes: direct-to-store replenishment, curbside pickup for customers, and parcel lockers within the terminal catchment; unify with store software for real-time pickup status.
  • Air schedule alignment: plan inbound replenishment to match departure windows and passenger flow at the terminal.
  • In-store integration: prioritize shelf-ready packaging, POS-aligned SKU labeling, and defined pick paths to minimize store staff handling.