Novosibirsk cosmetics store closes after 10 years, owner cites reasons
The store«s sales peak occurred between 2016 and 2020.
The Novosibirsk cosmetics, accessories, and household goods store Mymusthave at Lenina Street 12/2 has announced its closure — 15 and 16 February will be its last days of operation. In a conversation with NGS, the store«s founder Elena Mushta explained why this decision was made.
«We were looking at 2025 to see how it would turn out, but everything was only going downhill. A business should work and make money, and if it doesn»t, then it«s not a business,» says the head of the company.
She noted a decline in customers« purchasing power. In addition, one of the reasons for the closure was insufficient competitiveness due to the popularity of online marketplaces.
«Our suppliers sell goods there and don»t give us, for example, even the opportunity to sell there under our agreements. On top of that, now the center has died because of the closure of the «Universam» supermarket. Before, people would go to the grocery store and then come to us for household chemicals and related goods. The rent has also gone up — it hits hard. Also, I went on maternity leave at the time and stepped away from the business, stopped controlling a lot of things. After all, an owner in our time must work all the time, keep a finger on the pulse, because the world is changing. An entrepreneur is someone who takes action in the moment,« the interviewee shared.
Elena Mushta said that the final sale has already begun — seven shelves are now empty. She added that at first, information about the closure was only given to customers who came into the store. Recently, the news appeared on social media.
«People are just buying everything up. Many [stores] this year raised prices by 22%, but we didn»t. So, we have old prices, and on top of that, we put a discount on them in connection with the closure,« noted the head.
Mymusthave had an online store, but it closed even earlier. The physical store operated for 10 years. According to the head, the peak of sales was in the period from 2016 to 2020. Staff reductions began in December 2024. First, the marketing department was cut, then the office.
It was previously reported that in Novosibirsk, the bar Mishkin&Mishkin stopped working on 11 November. The project came to Novosibirsk from Omsk in early 2017 and operated for nine years.
