M.Video has sold its POS-credit operator and credit broker

M.Video, the operator of the Alliance Credit POS lending platform and the Direct Tech credit broker, has sold itself to Alexandra Volchenko's Porublyu Holding LLC for ₽194 million, according to the company's 2025 IFRS report. Since January, both companies have been under the control of Porublyu Holding LLC, which is owned by Alexandra Volchenko, the full name of Safmar's deputy general director. M.Video and Safmar did not respond to a request for information about whether the new owner is affiliated with the Safmar group.