According to M.Video, Gefest led the Belarusian appliance market within its retail network from September 2025 to September 2026, capturing a 63.3% share in monetary terms. Atlant followed with 28.9%, while Horizont accounted for 6.4%. Together, these three brands represent nearly 99% of the total revenue generated by Belarusian manufacturers in the store chain.
The product mix was dominated by large kitchen appliances, which accounted for 56.2% of sales. Refrigerators and freezers made up 26.7%, and built-in devices contributed 7.1%. Belarusian brands secured a notable presence in specific segments, including 23.6% of gas stove sales and 9.4% of electric stove sales, alongside 6.2% for mini-washing machines and approximately 4% for freezers.
Financial performance in the second quarter of 2026 showed significant growth, with total sales of Belarusian equipment rising by 34.3% compared to the first quarter. Specifically, Atlant saw a 96.3% increase in sales, while Gefest grew by 24.5%. During this period, Atlant's share of total Belarusian brand sales climbed from 19.3% to 28.3%.
Demand for cooling appliances surged during the second quarter, with sales of refrigerators and freezers increasing by 98.4%. Their share in the overall sales structure rose from 17.6% to 26%. Meanwhile, sales of large kitchen appliances recorded a 25.6% growth over the same period.
