The ROSEL way is not just about creating quality products, but about building strong brands. Brands that offer consumers a guarantee of quality for all manufactured goods and support people in their endeavors and new beginnings.
In mid-summer 2004, Russian consumers were introduced to Kontakt products for the first time. A tremendous amount of work went into launching the adhesive on the market. This glue was the "first swallow," intended to prove through its quality and appearance that products under Russian brands were in no way inferior to foreign ones. These were our first steps in packaging development—from a bright, concise, and clear design to the packaging construction itself, which had to be quick and easy to open.
Fifteen years passed between the brand's creation and its first rebranding, but the result was impressive. Firstly, for the "locomotive" products in the range—super glues—we developed a unique cap design that not only stands out visually but also prevents the nozzle from clogging after first use. Secondly, we significantly expanded the Kontakt super glue range by adding specialized application glues and creating a variety of packaging solutions.
Today, Kontakt offers the widest range of super glues in Russia.
In 2022, we realized that the strength of the Kontakt brand allowed it not only to hold a leading position in the consumer adhesives segment but also to successfully expand into adjacent product categories. This led to the new product line "Construction Adhesives." Within this line, we offered customers a wide range of mounting adhesives and sealants, totaling over 25 SKUs. The main goal was to ensure a high level of quality, which is the hallmark of the entire Kontakt brand.
Kontakt is not just about glue. The brand's development continued with the launch of adhesive accessories (self-adhesive hooks and strips, furniture pads, cable holders). For the first time, while developing Kontakt products, we faced the task of ensuring that everything not only adhered well but could also be removed easily when necessary, as many Kontakt accessories can withstand significant loads yet be removed from surfaces without a trace. With the development of this category, Kontakt gained a new brand platform unifying products for repair, space organization, and construction.
Perhaps there isn't an electrician in Russia who hasn't used SafeLine electrical tape at least once. SafeLine can confidently call itself a product of special pride for ROSEL. Its performance characteristics meet professional requirements, yet it is sold at a consumer price, offering the widest color choice on the electrical tape market. Finally, we believe that electrical tape only appeared in the assortments of our four main competitors because ROSEL entered this market.
The Foton brand first introduced power strips and LED flashlights. Even the first Foton logo featured the letters "O" stylized as a socket and a plug. The success of these products later prompted the launch of energy-saving lamps, power splitters, and alkaline batteries under the same brand. From its creation to today, the main principles we follow in developing Foton TM products are reliability, convenience, and ease of use.
The first 5 years of the Foton brand led to its strong acceptance by both distributors, retail companies, and consumers. Therefore, in 2008, the range of product groups under the Foton brand was significantly expanded. We almost simultaneously launched batteries, power splitters, and Foton energy-saving light bulbs.
After 9 years on the market, the Foton TM needed an update. The appearance of the logo and packaging no longer matched either the wide product range or the level of quality achieved and maintained over those years. For the first time, the company approached the creation of the trademark's visual identity with full responsibility—conducting research, creating and testing concepts, resulting in a full-fledged Foton TM brand book. The brand received a recognizable, modern "face" that it maintains to this day.
In 2013-14, the global market began transitioning from compact fluorescent (CFL) to LED bulbs. ROSEL was one of the first on the Russian market to respond to this technological "revolution," creating a line of Foton LED lamps with unique features: packaging that allowed testing the bulb without removing it, and an unconditional 3-year warranty on all lamps. To win over the consumer, you need to excel at two things: the product itself, and giving the consumer a way to verify it! "See the quality for yourself" – with this message, Foton LED lamps entered the market.
In 2021, the Foton brand assortment was expanded with several new product categories. A joint project with the Leroy Merlin chain "gave birth" to the "Decorative Lighting" product line, offering not only festive lights but also lighting fixtures for everyday decor. The same year, the range was supplemented with Foton LED desk lamps and powered spotlights; a wide range of surface-mounted and recessed luminaires was also developed and ordered.
The creation of products under the Record TM was driven by active consumer demand for goods combining high reliability and favorable price. The first products under the Record TM were energy-saving bulbs and flashlights, categories where the company had accumulated significant expertise by 2009. Today, a wide range of products is manufactured under the Record brand, including electrical tape and alkaline batteries.
Market development and consumer research led us to understand the need for an additional trademark in the super glue category offering stable quality at a low price. This brand became Organide – a brand of industrial-origin instant adhesives. Initially, only 3 SKUs were launched under this brand, but in its first year, they already accounted for over 10% of ROSEL's sales in the "consumer adhesives" category.