Muller: From wholesale toy trade in Russia to a personal hardware brand in Uzbekistan

Muller: From wholesale toy trade in Russia to a personal equipment brand in Uzbekistan

Before entering Uzum Market, we were engaged in the wholesale and retail trade of toys in Russia. We had experience working with the Ozon and Wildberries marketplaces, so we understood the specifics of online trading well. After moving to Uzbekistan, we decided to start a new business using our accumulated experience. Thus, on February 23, 2024, the Muller company was founded.

The choice of direction was largely determined by our business contacts. Our friend has a factory in China that produces construction tools, and at that time he was considering opportunities to enter new markets.

We saw this as a promising direction and decided to develop our own brand in the Uzbekistan market, using Uzum Market as our main sales platform.

We strived for success from the very beginning. We already had experience working in large markets, so we understood the basic principles of e-commerce and planned to apply them in the new market.

However, we quickly identified a significant difference in purchasing behavior. According to our observations, buyers in Russia are often ready to pay a little more for quality, while in Uzbekistan, price often becomes the decisive factor when choosing a product.

We had to adapt our assortment and pricing policy. This was one of the main lessons at the start.

The indisputable sales leader in our assortment is a set consisting of 399 tools. It has become one of the brand's most successful products.

We have a small team of six people: two people work in China and four people in Uzbekistan.