Beeline has launched a new franchise model.

      03 September 2025 11:26

      [181]

      Society

      Beeline has begun rolling out a new retail franchise format — Shop in Shop. This solution allows compact branded zones to be opened inside partners' existing stores and is aimed primarily at small and medium-sized towns where the operator does not have its own retail outlets.

      Shop in Shop is the next stage in the development of the previous "Franchise Light" concept. The format involves integrating a branded Beeline area into the infrastructure of an already operating store. The minimum investment is about 300,000 rubles in Moscow; in the regions this figure is lower, making entry into the partnership accessible for small and medium-sized businesses.

      The branded zone includes a reception desk, display cases with SIM cards, smartphones and accessories, as well as an employee who provides the full range of services — from activating subscribers and changing tariffs to restoring SIM cards.

      "Shop in Shop is the next stage in the development of our retail model. We want to be closer to the customer even in those localities where it is not yet possible to open a full-fledged mobile store. Thanks to easy integration and a compact format, we offer partners a quick entry point into the telecom market, and customers access to quality service close to home," said Ivan Paramonov, Head of Franchise Development at Beeline.

      More than 50 Beeline Shop in Shop locations are already operating; by the end of 2025 their number will increase by at least 30. The pilot project in Moscow is being implemented together with a small chain specializing in the sale of mobile accessories.

      The format is aimed at partners interested in flexible solutions without the costs of renting separate premises. The company names small towns with steady demand for telecom services but without a developed network of retail stores as the most promising territories for scaling Shop in Shop.

      To date, Beeline's retail network includes 1,565 company-owned offices and 964 franchised ones.

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      Moscow, OGRN 1027700166636

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