Oliva in Belarus: new retail chain plans around 50 shops

A new cosmetics and household cleaning products chain, Oliva, has entered the Belarusian market. It belongs to the Dobronom group of companies. According to an Onlíner report dated 25 September 2026, the first shop has already opened in Gomel, and the chain plans to open around 50 shops nationwide by the end of the year. For the franchise community, this marks the arrival of a new retail competitor, not an announced franchise launch.

What we know about the new chain

Oliva follows a health, beauty and household retail format, selling cosmetics, fragrances, personal care products and household cleaning products. Its announced range also includes products for the home, children and pets. The concept therefore extends beyond cosmetics, bringing several everyday shopping categories together under one brand.

The chain belongs to the Dobronom group, which also owns Kopeechka and Mayak, according to Onlíner. However, the published information does not explain how Oliva will differ from the group’s other chains in terms of pricing, shop floor area or approach to product selection. It is too early to draw conclusions about these aspects.

For entrepreneurs considering retail franchises, Oliva’s arrival is worth noting primarily as a change in the competitive landscape. When comparing concepts, it is useful to consider the full range of announced product categories, rather than cosmetics and fragrances alone. However, a product list is not enough to assess each category’s share of sales or establish the main shopping needs the new chain will serve.

Launch in Gomel and announced Minsk locations

Oliva’s first shop opened not in the capital but in Gomel, at 2 Borodina Street. This is the only opening explicitly confirmed as having taken place in the report. For the other locations mentioned, it is important to distinguish between an announced opening date and confirmation that trading has begun.

Dobronom CJSC told Onlíner that the first Minsk shop was due to open on 25 September at 13 Golodeda Passage. Another location in the capital was scheduled to open on 29 September at 3 Rudobelskaya Street. In the report dated 25 September, these addresses were presented as the next steps in the chain’s expansion, rather than as a definitive list of shops already trading.

The regional list includes Orsha, Cherven, Zhodino, Grodno and Kletsk. According to the report, shops in these towns and cities are being prepared for opening. No exact addresses or dates were provided. Entrepreneurs assessing a particular location should therefore check separately whether a new shop has actually opened, rather than treating the mention of a town or city as confirmation of a launch.

Around 50 shops: a target, not an achieved result

Oliva plans to open around 50 shops across Belarus by the end of 2026. This is its announced expansion target, not the number of trading locations at the time of publication. The word ‘around’ also indicates an approximate target, rather than a precise, confirmed number of future openings.

For the franchise community, the key is to track developments in sequence: first the announced towns, cities and addresses, then confirmed openings. This helps distinguish the company’s plans from its actual market presence. The target alone provides no basis for calculating Oliva’s market share, forecasting shop turnover or assessing payback periods.

Onlíner also reports that online sales are still being explored. This is not the same as launching an online shop or delivery service. No timings, geographical coverage or terms for online sales have been provided. When comparing Oliva with other retail concepts, this channel should be treated as under development, without assuming that the chain already operates digital services.

What the news means for the franchise community

The announcement of Oliva’s launch contains no information about franchise opportunities, partner recruitment or terms under which independent entrepreneurs could open shops. The brand’s ownership by the Dobronom group and its expansion plans do not, in themselves, confirm a franchise model. Oliva should therefore not be presented as a new franchise opportunity in Belarus.

Nevertheless, the news is useful to anyone choosing a retail franchise or already working with the product categories listed. It offers concrete starting points for assessing the competition: the brand, its product categories, the first trading address and the geographical scope of its announced expansion. These are inputs for further research, not a ready-made assessment of the business’s attractiveness.

The practical takeaway: when choosing premises or comparing retail franchises, add Oliva to your list of chains to monitor. Check actual openings in your target town or city, distinguish plans from results, and do not treat the new brand as an available franchise without separate confirmation from the company.