Wildberries Launches Rebranding of Order Pickup Points in Uzbekistan

Tashkent, Uzbekistan (UzDaily.com) — Wildberries has announced the launch of a rebranding initiative for its order pickup points (PUPs) in Uzbekistan.

A new brand book developed by RWB (the объединённая компания Wildberries & Russ) for the renovation and design of pickup points has already been prepared and will soon be made available to all marketplace partners. The company has fully revised its approach to spatial organization in order to make the customer experience more convenient, modern, and visually consistent.

The updates will form the foundation for the further development of the entire pickup point network.

The current version of the brand book is already available to partners for review. It includes updated recommendations for the design of entrance areas, navigation, spatial layout, furniture, and the overall visual concept.

The new requirements will be mandatory for pickup points opening from 1 February 2026, allowing partners to plan interior design in advance and adjust their business processes accordingly. A gradual rebranding of all existing pickup points in the marketplace’s countries of presence is planned for the future.

One of the key elements of the update is a new design concept. The company has moved away from an overloaded visual language, aiming instead to create a calm, comfortable, and modern space. “We wanted people entering a pickup point to feel a sense of order, ease, and confidence. Every element—from the service counter to the fitting rooms—was introduced deliberately. Our goal is to create a harmonious space that is comfortable for both customers and staff,” said RWB Design Director Bakha Egamediev.

The first pilot pickup points designed in accordance with the new brand book are already operating and serving customers.

According to partners, the updates are immediately noticeable and significantly improve the user experience. Akmal Primkulov, CEO of Wildberries in Uzbekistan, noted: “It is important for us that pickup points in Uzbekistan meet Wildberries’ unified standards and are convenient for both customers and partners across the country.”

The company will continue to collect feedback from partners and customers in order to finalize the brand book and take into account the real needs of all participants in the network.

Wildberries believes that the new standard for pickup point design will be an important step toward improving user experience and strengthening the brand’s position in international markets.