M.Video, a leading Russian consumer electronics and appliance retailer, announced the appointment of Vladislav Bakalchuk, the co-founder of the country's largest e-commerce platform Wildberries, as its new chief executive. Bakalchuk has stated his ambition to transform M.Video into a comprehensive, multi-category platform that can leverage the company’s established brand, extensive nationwide retail network, and a vast customer base of approximately 80 million. His vision includes a notable expansion beyond consumer electronics into various categories such as sports equipment, furniture, motorcycles, and automobiles.

In terms of operational improvements, Bakalchuk emphasized the importance of strengthening the logistics infrastructure to support these ambitions while simultaneously attracting new partners to enhance M.Video’s service offerings. His appointment comes at a time when M.Video is striving to develop its online marketplace further, a transformative effort that is expected to cater to a broader audience and meet contemporary consumer demands in the post-pandemic market environment.

Bakalchuk replaces Felix Lieb, who had taken on the role of CEO in 2025 to push for this online expansion. Lieb will now focus on his position as chairman of the board of the M.Video‑Eldorado Group, formed from the 2018 merger of the two companies, where he aims to guide the firm towards achieving its long-term strategic goals. This management reshuffle signals a pivotal moment for M.Video as it seeks to adapt to changing retail trends and consumer preferences, particularly in light of ongoing economic challenges in the region.