Media Capital acquires a stake in Holodilnik.ru for an advertising campaign

Investment fund Media Capital has acquired a minority stake in one of the largest Russian online stores Holodilnik.ru, whose revenue amounted to 8B RUR in 2012. Despite the fact that the transaction amount is not specified, it is known that the fund will conduct a massive advertising campaign in exchange for the retailer’s stake (media for equity), involving TV, radio and outdoor advertising in Moscow, St. Petersburg and other cities of Holodilnik.ru’s presence.

According to a Board member of Media Capital Maxim Sterin, this is the first investment of the fund that was established at the end of last year by a number of Russian executives. The fund has $100M, and the target amount is $300M. The fund plans three or four transactions per year totaling $10.5M each. It focuses on projects in the retail, pharmaceutics, and FMCG companies in accordance with the media for equity principle.

Holodilnik.ru is an online store of home appliances and electronics. Its revenue in 2012 amounted to 8B RUR. Last year, the storeowner Valery Kovalev and his wife owned 72% in Holodilnik, and another 28% belonged to a third unnamed partner.

The advertising concept of the company is developed by BBDO Agency, its launch is scheduled for April.