DNS private labels
Hardware made by the DNS retail chain. Quality control at every stage and honest prices.
-
01
The best value for money
We tune features, bundle and price for every product segment.
-
02
More control
Products pass internal selection, testing and quality control before they reach the shops.
-
03
Truly customer-driven
We improve products using category analytics, customer reviews and warranty cases.
Our segments
Above average (B+)
Affordable premium · 7 brands
More features, better materials and a fuller bundle — below the price of the well-known premium brands.
-
ARDOR GAMING
Top 3 of 2025Gaming devices and peripherals
ARDOR GAMING builds whole gaming setups — peripherals, chairs, monitors and ready-made PCs. The same specs as the top gaming brands, without paying for the name: we design them ourselves and sell them in our own chain.
- 3 140 650 average sales per year
- 1 034 items in the catalogue
-
Eigen
Large, built-in and small home appliances
Quality materials, thought-through ergonomics and ease of use. Smart Wi-Fi devices work through the Houself app.
- 165 012 average sales per year
- 156 items in the catalogue
-
SHEO
Small appliances for beauty and health
The brand's devices combine a stylish design, technology, quality and an extended bundle.
- 44 656 average sales per year
- 16 items in the catalogue
-
KEYRON
Computer peripherals and accessories
Minimalist design, modern solutions and innovations for convenience and functionality. The brand relies on its own ODM development.
- 1 318 307 average sales per year
- 309 items in the catalogue
-
FinePower
Tools, construction equipment, garden machinery
The optimal balance of price and quality. The single OneBase battery platform supports more than a hundred devices.
- 5 639 520 average sales per year
- 1 413 items in the catalogue
-
OneTwo
Homeware
Cookware for food and drinks, table setting accessories, cleaning and washing products.
- 1 210 861 average sales per year
- 157 items in the catalogue
-
Fiero
Audio
Certified quality, a full bundle, protection against the elements and long battery life.
- 678 214 average sales per year
- 185 items in the catalogue
Average (B)
Technology made affordable · 2 brands
A reliable way into the technology you need: the features in demand at a competitive price.
-
DEXP
Top 3 of 2025Home appliances, electronics and accessories
Balanced technological solutions in the mid-price range — reliable devices for the widest possible range of customers.
- 28 513 150 average sales per year
- 6 936 items in the catalogue
-
KENSHI
Digital devices
The brand covers both entry-price products — the most affordable offer — and less budget options.
- 978 214 average sales per year
- 250 items in the catalogue
Budget
A basic option at an affordable price · 1 brand
A basic option at the lowest possible price, with the quality kept at the chain's standard.
-
Aceline
Top 3 of 2025Large and small home appliances, electronics, accessories
The most affordable offers for customers and a wide choice across a large number of categories.
- 14 439 345 average sales per year
- 4 596 items in the catalogue
Brand journey: from analytics to the shelf
Every product under our name goes through the same route. On average it takes 6–8 months — and at stage 3 most of the samples never reach the shelf.
-
3-4 weeks
1 Analytics
We study the market, the product groups and how the brands are spread. We look for a category where we can take the lead.
-
4-6 weeks
2 Concept
Specialists from different departments identify the top models of the category. The best specs become the baseline.
-
6-10 weeks
3 Laboratory
Trial samples are run through a list of tests with specific results. The test is reproducible.
-
8-12 weeks
4 Production
Assembly in Russia and China. The plants have our own process engineers and test on our own software.
-
5 Sales
Patent rights, trademarks, logistics. After the sale — tracking reviews and support requests.
