International exhibition of contract manufacturing and private label products.
As Moscow prepares for another bustling exhibition season, a specialized event is poised to take centre stage for retailers, brand owners, and manufacturers across Eurasia. From April 14-15, 2026, the 13th International Exhibition for Contract Manufacturing and Private Label Market – SobMaExpo will transform Moscow’s Crocus Expo into the undisputed hub for private label development and supplier partnerships. In a market where private label products have tripled their share of Russian retail to reach 15%, this is not merely a trade show—it is the essential meeting point for an industry experiencing explosive growth.
A Market Transformed: The Russian Private Label Revolution
To understand SobMaExpo’s significance, one must appreciate the extraordinary evolution of the Russian retail landscape. Private label products have surged from relative obscurity to become a dominant force in Russian shopping baskets. Their share in Russian retail has tripled over the past two years to reach 15%, and this growth shows no signs of slowing, continuing at double-digit rates. Even more remarkably, 70% of Russian consumers now actively choose private label products, reflecting a fundamental shift in shopping behaviour toward value and quality.
This transformation has been accelerated by broader market dynamics. As many international companies have paused their operations in Russia, retailers are urgently seeking new products and manufacturers to fill the gaps in a market serving over 146 million consumers. This creates an unprecedented opportunity for suppliers ready to step in with quality products at competitive prices.
SobMaExpo positions itself as the gateway to this opportunity. It is Russia’s only specialised event dedicated exclusively to private label and contract manufacturing, serving as the key professional gathering where thousands of specialists from retail chains, e-commerce platforms, and brand owners meet manufacturers to find trusted partners.
A Track Record of Success: SobMaExpo 2025 in Numbers
The 2025 edition of SobMaExpo demonstrated the event’s extraordinary value proposition. With 250+ exhibitors from Russia, Belarus, Turkey, China, Serbia, and France, the show floor buzzed with international commerce. These exhibitors weren’t just displaying products—they were conducting serious business. The event facilitated 600+ pre-organised face-to-face meetings between suppliers and buyers, creating a highly efficient matchmaking environment.
The audience quality was equally impressive. Over 6,000 specialists from retail chains, e-commerce platforms, and brand owners walked the aisles, representing a concentrated pool of decision-makers with genuine purchasing authority. The results speak for themselves:
- 88% of exhibitors expressed satisfaction with their show results
- 94% of exhibitors highlighted the strong need to participate
- 89% were satisfied with the quality of contacts generated
- An extraordinary 92% rebooked their stands for the following year
For the 2026 edition, expectations are even higher. The exhibition will feature over 250 manufacturers across food and non-food categories, with more than 70 producers showcasing new private label products in the dedicated “Novelty Lab”.
The Visitor Profile: Where Decision-Makers Converge
SobMaExpo’s audience composition reveals why the event delivers such exceptional business results. Analysis of visitor categories shows a perfect balance of retail and distribution channels:
- 43% Distributors and wholesale chains – The gatekeepers to regional and national distribution networks
- 39% Retail and e-commerce professionals – Direct representatives of the stores and platforms where products reach consumers
- 18% HoReCa industry representatives – The growing hotel, restaurant, and catering sector
Beyond these categories, the event attracts a diverse cross-section of the industry, including service providers and specialists from related sectors. Geographically, the reach is remarkable. The 2024 edition drew attendees from 67 Russian regions and 17 countries, offering exhibitors unparalleled access to expanded distribution territories.
The calibre of retail chains participating reads like a who’s who of Russian and international retail. The annual Retail Connect Summit brings together buyers from industry giants including X5 Group (Russia’s retail leader and global top 100 retailer), Auchan, Lenta, Yandex Market, Pharmacy Chain 36.6, Maxi, Guberniye Apteki, Iris, and Uzbekistan’s Korzinka. For manufacturers, this represents a once-a-year opportunity to sit across the table from the buyers who control shelf space across the vast Russian market.
A Comprehensive Showcase: The Exhibition Floor
SobMaExpo’s exhibition floor presents the complete spectrum of private label opportunities, organised across multiple product categories.
Food and Beverages
The food sector is extensively represented, reflecting the enormous demand for private label grocery items. Exhibitors showcase:
- Alcoholic and non-alcoholic beverages
- Grocery products including pasta, rice, cereals, and flour
- Ready-to-eat meals and convenience foods
- Frozen products across all categories
- Bread and confectionery including biscuits, cakes, and pastries
- Canned products, sauces, and condiments
- Pet food – a rapidly growing private label category
- Meat, dairy, and fish products
- Organic, natural, dietary, and superfoods
- Snacks, chewing gum, and confectionery
- Pharmaceuticals and food supplements
- Tea and coffee
Non-Food Products
The non-food section spans an equally impressive range:
- Personal hygiene products including toiletries and sanitary items
- DIY and construction materials
- Automotive care and accessories
- Pharmacy products and healthcare items
- Household chemicals including cleaning products and detergents
- Furniture and home textiles
- Footwear, clothing, and accessories
- Perfumes and cosmetics
- Children’s products including toys and baby care items
- Household goods and kitchenware
- Office supplies and souvenirs
- Sports and travel products
- Pet supplies and accessories
- Electronics and small appliances
Packaging and Design
Recognising that packaging is integral to private label success, SobMaExpo dedicates significant space to:
- Aerosol packaging and dispensing systems
- Bottles and containers in various materials
- Design services for brand development
- Closures and caps for all container types
- Primary and secondary packaging solutions
- Labels and labelling technologies
Organic Mall
A dedicated section showcases the growing demand for natural and sustainable products:
- Eco-friendly and organic food and beverages
- Natural beauty, hygiene, and cosmetic products
- Products for eco-friendly housing and sustainable living
Retail Connect: The Heart of Deal-Making
The crown jewel of SobMaExpo is undoubtedly the Retail Connect Summit, a structured negotiation program that transforms the exhibition into a high-efficiency deal-making machine. This dedicated platform brings together manufacturers and retailers for pre-arranged, face-to-face meetings designed to maximise productive outcomes.
The program operates with military precision. Over two days, participants engage in intensive negotiation sessions:
Day One – April 14:
- 11:00 – Check-in and preparation
- 12:00-14:00 – First round of negotiations
- 14:00-14:30 – Coffee break and networking
- 14:30-16:30 – Second round of negotiations
Day Two – April 15:
- 11:00-14:00 – Morning negotiation sessions
- 14:30-16:30 – Final round of meetings
The format is elegantly simple yet extraordinarily effective. Retailers receive advance access to offers from numerous Russian and foreign manufacturers, allowing them to create personalised meeting schedules based on their category needs. Manufacturers gain access to an online platform for scheduling appointments and can submit personal offers a full month before the summit.
Testimonials from participants confirm the program’s exceptional value. Lada Makarova, Deputy General Director of OOO “Karelskoe Leto”, described it as “organization of negotiations at the highest level. The best negotiation session of all where we were”. Anna Yanina, Brand Manager of Pharmacy chain Rigla LLC, praised the organizers’ professionalism: “We thank the organizers for organizing the exhibition and conference, for your work and professionalism, everything was at the highest level! This year we spent our time productively and hope for a positive result in the future”.
Marina Lovenetskaya, Head of the Private Label Department at Belarus’s Mila chain, highlighted the exhibition’s expanding scope: “Thank you for the annually expanding list of exhibitors at SobMaExpo. Every year we receive new contacts, new experience in packaging and products, conduct negotiations and conclude new contracts”. International exhibitors echo this sentiment. Bulent Arif, Business Development Manager at Turkey’s Vefa Cosmetics, wrote: “I would like to sincerely thank you for the outstanding organization of the B2B meetings during the SOBMA exhibition. The entire structure was impressively efficient, and I left the event with very promising results, thanks in large part to your professionalism and dedication”.
A Platform for Every Business Need
Beyond the exhibition floor and Retail Connect program, SobMaExpo offers additional value-enhancing features.
The conference program brings together over 30 top industry speakers across two days of information-rich sessions. These presentations cover market trends, consumer insights, category management strategies, and practical case studies from successful private label launches.
The Novelty Lab provides a dedicated showcase where over 70 producers display their latest private label innovations. This is where retailers discover the products that will differentiate their shelves and drive category growth.
For exhibitors seeking maximum visibility, the event offers comprehensive advertising and sponsorship opportunities, allowing companies to stand out and capture attendee attention.
A unique value-add is the LEADer EXPO hardware-software complex, which enables exhibitors to capture contact databases of visitors who engage with their stands. This technology ensures that the business connections made at the show can be nurtured long after the exhibition doors close.
Why Exhibit at SobMaExpo?
For manufacturers seeking to establish or expand their presence in the Russian market, SobMaExpo offers compelling advantages:
Fast-Track Market Access: The exhibition provides direct entry to the growing Russian retail market with its consuming potential of 150 million people.
Concentrated Decision-Makers: SobMaExpo maximises concentration of private label category managers from leading companies, eliminating the need for months of cold calling and appointment setting.
Showcase Capabilities: Exhibitors can demonstrate their production capacities, manufacturing possibilities, and products in the optimal setting, with buyers actively seeking new suppliers.
Geographic Expansion: The event attracts representatives from 67 Russian regions and multiple countries, opening doors to expanded distribution territories.
Direct Negotiations: Personal negotiations about production and supplies with top managers and decision-makers compress sales cycles from months to days.
Payment and Logistics Confidence: International exhibitors benefit from straightforward payment mechanisms through ordinary bank transfers in their chosen currency, and delivery to Russia proceeds without complications.
Why Visit?
For retail professionals, distributors, and brand owners, SobMaExpo offers equally compelling reasons to attend:
- Discover the latest products and innovations from hundreds of manufacturers
- Access products from top Russian and international suppliers under one roof
- Expand business networks and connect with potential partners
- Understand market growth trends and consumer preferences
- Enhance professional knowledge through the extensive conference program
- Streamline supplier sourcing through the efficient Retail Connect format
Practical Information for Attendees
SobMaExpo 2026 will take place at Moscow’s premier exhibition venue, Crocus Expo, Pavilion 1, Hall 4. The venue is conveniently located at the intersection of the Moscow City Ring Road (inner side, 66 km) and Volokolamskoe Highway, at Mezhdunarodnaya Street, 16, Krasnogorsk.
Operating hours:
- April 14, 2026 (Tuesday): 10:00 – 18:00
- April 15, 2026 (Wednesday): 10:00 – 17:00
Getting there:
- By public transport: Myakinino metro station (Line 3), exit 2
- By car: Free underground and surface parking available daily from 7:00 to 20:00
Admission is free for industry professionals but requires pre-registration through the official website. Registered attendees receive printed badges at the registration desk during show days.
The event is organised by ExpoVisionRus (EVR) , an independent exhibition company with 15 years of market experience. EVR’s portfolio includes ten exhibitions covering industrial sectors and consumer markets, some of which are recognised as national priority projects. The company prides itself on bringing professional communities together where clients can make new contacts, develop and grow financially, share ideas, and realise their potential.
An Invitation to Russian Retail
As the spring of 2026 approaches, SobMaExpo stands poised to reaffirm its position as Russia’s premier private label and contract manufacturing event. In a market where private label share continues its double-digit growth trajectory, where 70% of consumers actively choose store brands, and where retailers urgently seek new suppliers to fill product gaps, this exhibition offers an unrivalled platform for connection and commerce.
For manufacturers seeking distribution, retailers looking for suppliers, or brand owners scouting production partners, SobMaExpo delivers a comprehensive window into one of the world’s most dynamic retail markets. It is where business meets opportunity—and where the next generation of Russian private label products takes shape.
The 13th International Exhibition for Contract Manufacturing and Private Label Market – SobMaExpo 2026 – will take place from April 14-15, 2026, at Crocus Expo, Moscow. For registration and the latest updates, visit the official event website.
