The inheritance of the shaman. As the wives of Andrei Trubnikov and billionaires from the list of the richest shared Natura Siberica

“A man with a dried toad on the neck built a company for the production of shampoos, and now a crowd of oligarchs chases it,” one of the participants in this race briefly describes the situation around Natura Siberica. All year after the death in January, the founder of the company Andrei Trubnikov, she was in the spotlight of journalists. And next year, Natura Siberica will undoubtedly change the owners. We tell you what happened all this time in the company and around it.

“We need to quickly untwist and sell all this company while I am alive. They will ruin her without me in a year! " - the founder of Natura Siberica, Andrei Trubnikov, prophesy in a conversation with the author of the book “Business Against the Rules” Alexei Belyakov. Since the death of Trubnikov - he was gone on January 7, 2021 - has passed for almost a year. During this time, Natura Siberica survived the power seizures of the office and the factory , the stopping of production and the closure of stores across the country, and the company from the beauty account with photographs of Siberian herbs turned into a combat leaflet, which daily telling about "raider seizures". All this is the result of a protracted war of Trubnikov’s heirs who tried to share the business with the help of court claims, information stuffing in telegram channels and private security officers. He did not leave the testaments of the tube.

At the end of the year, the heirs finally agreed among themselves, the three interlocutors of The Bell, who are close to different parties of the conflict and negotiations about the fate of the company. The withdrawal of troops was marked by the appointment of a new president in November - it was Mikhail Sergeyev, close to the AFC System, the head of agricultural holdings in the Crimea and the vice -rector of the Crimean Federal University. “It became clear to everyone that if the war continues, there would be nothing to share,” one of the sources explains. After several months of downtime, the company opened stores, resuming both sales and production.

Ahead - the end of the inheritance and a complete or partial sale of the business that stretched for a whole year entered the entry of the heirs of Trubnikov. Behind three groups of heirs - two former wives, children and the widow of a businessman - all this time loomed the figures of billionaires by Vladimir Yevtushenkov, Oleg Deripaska and the right hand of Suleiman Kerimov Pavel Grachev, who could act independently in this conflict, say three sources of The Bell, who directly participated in the conflict or familiar with his course. Without them, Trubnikov’s wives, far from how things are being carried out in a big business, could hardly have been able to harass a friend in the courts for a year, fighting for the rights to brands and blocking the work of the company under various pretexts.

Next year, billionaires have to agree on how their shares and roles in Natura Siberica will be distributed, which looks too small for such an impressive company.

Marketing shaman

“A man with a dried toad on the neck built a company for the production of shampoos, and now a crowd of oligarchs chases it,” The Bell interlocutor describes the situation around Natura Siberica in the company that claimed a share in the Trubnikov project. The reason for this paradox is the values ​​of the brands of the Natura Siberica family, he is sure. “Natura Siberica is the really best FMCG brand of Russia. Andrei Vadimovich [Trubnikov] constantly created, composed products and forced women to fall in love with them, practically without classical advertising. He was a real marketing shaman, ”says one of the former employees of Natura Siberica.

It was brands, not factories and shops, that attracted large players. Even during the lifetime, the founder of Natura Siberica came to L'Oréal representatives with a proposal to redeem the company for $ 130 million, says an employee of the company who advised Trubnikov in business questions: “They said:“ Andrei Vadimovich, let's only take the brands, but this, on the knee done, we do not need to “do it” (representative of the representative (representative L'Oréal did not answer the request of The Bell). Trubnikov refused, and since then L'Oréal became a word for him almost abusive: arguing about ineffective managers and senseless expenses, he almost always cited the example of “Your Loreali,” says Belyakov in his book. But it was precisely the top manager of L'Oréal Sergey Builov Trubnikov who made himself the general director in 2017 (however, not for long), and four years later, when the company was already in a state of hereditary war, Builov again headed Natura Siberica.

Trubnikov’s path to business worth hundreds of millions of dollars (the businessman himself in 2020 estimated the company of $ 500 million) was extraordinary. He grew up in a family of MGIMO teachers, in MGIMO he received a higher education, but he never felt an “intellectual”. “I worked in a construction team, and worked as a janitor, and a red-hot cooker. And the bricks laid the bricks at the construction site. Specified with maculatory, ”he recalled in the book“ Business Against the Rules ”. - I was given a ruble per day, but what is a student of MGIMO a ruble per day? Yes, with you there no girl will communicate for the ruble. ” Diploma of the trumpets was never proud and said that "he did not fade his brains in MGIMO", only because "washed them with port and vodka."

After the release, he went by distribution to Sheremetyevo customs, which he called the link: the salary is scanty, moreover, "you can’t really turn it." Then Trubnikov had already married his first wife Irina, their son Dmitry was born. To feed his family, in the morning before work, according to his own stories, he collected bottles in garbage tanks: "I will hand over, buy six eggs, normal."

Then there were excursions to the alleged house of Mikhail Gorbachev, which Trubnikov arranged for foreigners (in fact, it was an ordinary Khrushchev, to which the last Secretary General of the USSR had nothing to do), the import of alcohol from Europe, where Trubnikov earned the first good money, bought an apartment on Leninsky Prospekt and a car with a miletic, a crisis of the 98th, which ruined it pussy, and finally Syrians and Syrians. Yusef and the Azzam, with whom the trumpets began to produce a detergent that laid the foundation for his cosmetic empire.

Grandma's effect

The idea for launching a new business was filed by the first wife of Trubnikova Irina. Once she noticed that on the packaging, the dishes for washing the dishes in the line "Manufacturer" indicated the village of Small Vyazema near Moscow. Irina remembered that there are no factories in those places - there was a cottage of her parents. Trubnikov became interested in: how to produce if there are no factories? And he called the Ministry of Chemical Industry (the book “Business Against the Rules” speaks of this particular department, but after the collapse of the USSR it was disbanded, therefore, it is most likely about the Ministry of Industry and Trade) for advice. Buried officials said that one vat and simple formula enough for the production of detergent.

After the fall of the next business project of money, even this simple plan was not on this simple plan, and Trubnikov turned to the Syrians, whom he met in one of his previous business historians. The three of them created the company, bought a formula and vat, rented a basement and began to pour it - manually, in turn, immersing a hose into the vat and pressing the trigger pedal. The remedy was called the "sorceress." Selling to wholesalers of 5 rubles per liter they went to the murdered Moskvich.

Thanks to dumping, the product quickly became popular, and the partners launched the second product - the Russian Field shampoo. The idea to rely on patriotism belonged to Trubnikov. “Here are the Jews of the salt of the Dead Sea, they turned them into a national brand. Brazilians promote Amazon herbs. And with us? Even our beloved vodka we went through <...> it was just a shame to me, ”the entrepreneur explained in the“ Business Against the Rules ”.

His next “crazy idea” were “recipes of Agafia’s grandmother” - the first absolute hit, in which at first no one but the author believed. The Syrians flatly refused to place an elderly woman on the cosmetics label, and the trumpets left the company, selling a share of partners.

He began to do "Grandmother Agafue" himself. He composed the legend by which the Don Cossack Agafya Tikhonovna Ermakova married Buryats Vasily, left for Siberia, where she became a herbalist, and thought out a visual image to the smallest detail. “I hung her photo in the bathroom and walked around. One grandmother had some bad eyes. You walk, and as if she was following you, ”Trubnikov recalled in the book“ Business Against the Rules ”. - Then another - too similar to the German. Too smart, we must be deeper. I would not love such a drill. ” Trubnikov even demanded a chain on the cross of Agafia to be redrawn to a rope.

And the story shot: the inexpensive “grandmother” was taken by wholesalers, the target audience of women with low income believed in a natural product from the Russian herbalist, “Agafya” stood on shelves of large networks.

The Trubnikov triumph in the cosmetic market of Russia was fixed by the flagship line of Natura Siberica. It cost a little more, it looked more fashionable, but most importantly, it stated that all the ingredients in it are natural, and the creams and shampoos passed European certification. At the same time, Trubnikov did not want to break away from the ground and always said that he was making a product for "people with a small salary." “Middle -class teacher ... comes home with heavy food bags, the husband is drunk again, the children do not obey and did nothing. She will hide in the bathroom, wants to cry. He will sit, see our bottle, calm down, smile, ”one of the employees of the Natura Siberica audience core of the company’s core of the company’s core of the company’s core, described in an interview with the book.

The bet worked again. By 2016, the total revenue of the main legal entities Natura Siberica - LLC “First Solution” and LLC “Nature Siberika” amounted to 10 billion rubles, profit - 420 million pipes bought farms in Khakassia, Kamchatka, Sakhalin and Kunashir Island, opened the flagship store on Tverskaya, put the regiments of Natura Siberica in Monoprix in the Champs Elysees and the London Harrods launched the Organic Shop and Planeta Organica line, began working with bloggers and started his own (very funny) Tiktok .

"Black Swan" Trubnikov

The business developed consistently the entire second half of the 2010s, but in March 2020, at the dawn of Pandemia, in the career of Trubnikov there was a classic “black swan”-an event that turned the course of events. He was a fire at the Dmitrovsky experimental plant of aluminum and combined tape (dosacle). The premises there Natura Siberica rented from the En+ recycling, associated with the structures of billionaire Oleg Deripaska. After the death of the entrepreneur, the Arbitration Court of the Moscow Region decided that Natura Siberica was the culprits of the fire - primarily a loader driver who carried out welding work near the place of storage of plastic packaging - and decided to recover almost 3 billion rubles of damage from the company.

The interlocutor of The Bell among the current employees Natura Siberica insists that welding work was not carried out in that place, and the cause of the fire calls a short circuit of the old wiring. The court of Natura Siberica did not satisfy the court in the case, now the company is waiting for a decision on a cassation appeal. The representative of Natura Siberica does not comment on the fire situation at the factory.

The damage recognized by the court put the company tearing by the conflict of relatives of the founder on the brink of bankruptcy: according to SPARK, for 2020, the revenue of the main legal entity Natura Siberica LLC “First Solution” amounted to 6.6 billion rubles, a net loss - 387.6 million rubles, and the production stop aggravated the situation even more.

Deripaska denied the connection with the dosacle, but two sources of The Bell, familiar with the process of proceedings, claim that the billionaire was negotiating with Trubnikov to resolve the conflict. “Deripaska immediately offered to buy a company with a large discount, they say, all the same, the amount of the claim is half the annual revenue of the company. Naturally, Trubnikov did not like it, he refused, ”says one of the business consultants of Trubnikov. The press service of EN+ and the representative of Deripaska at the time of publication of the text did not respond to the query The Bell. The conflict smoldered all 2020, and on January 7, 2021, Trubnikov died of cirrhosis of the liver (the diagnosis voiced the widow of Trubnikov in an interview with Izvestia), without settling the dispute due to the fire.

"Without women, he could not live"

Trubnikov often thought about the future of the company, but did not plan to draw up a will. “He did not believe in the documents at all and believed that if someone wants to throw you, he would throw you with a piece of paper,” says former employee Natura Siberica, close to Trubnikov.

As a result, a billionth lawsuit and leadership of the headed company fell on the shoulders of the heirs. Trubnikov has four of them under the current legislation: two children from the first marriage with Irina - Dmitry and Catherine, daughter Lisa from his second marriage with Oksana Trubnikova and the widow of Anastasia Trubnikova, with whom Andrei was during the divorce, but did not manage to complete it. The lawsuit of the Dorogomilovsky District Prosecutor on the recognition of the marriage of Andrei and Anastasia invalid (is at The Bell at the disposal) states that the couple submitted a divorce on December 29, 2020, and on February 4, 2021, a divorce procedure was scheduled. This was not denied by Anastasia in a conversation with Medusa (the publication was recognized by the Ministry of Justice of Russia). The heirs were supposed to divide 60% of all the legal entities Trubnikov in equal shares, the remaining 40% belonged to Irina Trubnikova, who worked in Natura Siberica for 20 years. According to the three interlocutors of The Bell, familiar with the hereditary dispute, only Anastasia opposed the peaceful settlement: she demanded that the heirs be recognized as two of her minor children born not from Trubnikov.

“Women played a huge role for Andrei Vadimovich. Without them, he could not live, ”says his close acquaintance. According to him, in the last 10 years, Trubnikov had practically no friends: he celebrated the holidays with the backbone of the plus minus of 10 people and spouses-different in different periods of life.

The entrepreneur considered his first wife to Irin to be his chief ally, after the divorce he arranged her for the position of financial director (specially for this, Irina, a mechanic by education, graduated from accounting courses), unscrewed a stake in and continued to actively communicate until his death. Less is known about the second wife of Oksana: she worked nominally in the company (in an interview with RTVI, Irina Trubnikova called her an assistant to Trubnikova and an employee of the marketing department), but did not take real participation in the leadership, mainly acting as a representative of the general with the Trubnikov daughter of Lisa, two interlocutors of The Bell say. A rather warm relationship developed between the first and second wives, because of the inheritance they did not conflict-Irina even said that at one time, even before the divorce, Trubnikov asked her to look after the pregnant Oksana if he did not cure from the 43-year-old cancer.

The third wife of Anastasia Trubnikova, according to the friend of Trubnikov, did not communicate with either her relatives or her husband, although she was also nominally listed in the marketing department, and seemed “random person” in the entrepreneur’s life: “At first they cohabited Andrei Vadimovich’s country house, they got married 2 or 3 years ago, but in the last six months they left after some kind of quarrel.”

The open conflict between Irina and Anastasia began almost immediately after the death of Trubnikov. The trigger was Anastasia’s visit to the notary on the first working day after the New Year holidays, which laid the foundation for the hereditary business. “Irina, in fact, never played a big role in the company: financial statements went through it, but she did not know how to manage the business. And while she was trying to cope with grief in wild stress and prevent the company from going to the bottom, Anastasia secretly goes from everyone and chooses a notary loyal to herself, ”the interlocutor of The Bell, close to Irina, describes the situation.

According to the memoirs of the friend of Trubnikov, during this period, Anastasia positioned herself as “the main person in his life”: she led the farewell ceremony, gave her word to another present, and then moved to the businessman’s country house, which annoyed Irina. “Once Dima and Lisa [Children of Trubnikov from the first and second marriages] wanted to come to that house in order to pick up some things of Andrei Vadimovich. Anastasia first agreed with them about the meeting, but on the threshold she simply refused to let them in, ”says the interlocutor The Bell.

To the questions sent by The Bell to their representatives, Irina, Oksana and Anastasia Trubnikova did not answer.

In bed with an oligarch

The conflict of women Trubnikov took place against the backdrop of pressure from Deripaska, says the source of The Bell in a company interested in the purchase of Natura Siberica. According to him, it was precisely because of this that the heirs could not “sit down and agree-Deripaska through their representatives toughly made it clear that the judicial requirements for the burned factory could ruin the company, so everyone was in stress and disoriented.” At the same time, it was not necessary to be afraid of the lawsuit “absolutely at all: it concerned only one legal entity that controlled production, and the most valuable in the company is the brands that the trumpets managed to bring to Estonia (all the main brands of Natura Siberica belong to the Estonian company OU GOOD Design - approx. The Bell )”, the source assures.

У другого собеседника The Bell, близкого к структурам Дерипаски, иная версия: по его словам, миллиардер понимал, что Ирина «не вытянет конфликт и руководство компанией», и предлагал ей пойти на сделку — в обмен на помощь в разрешении наследственного спора продать ему свою долю в компании с учетом скидки на сумму иска от ДОЗАКЛа и «вовсе не был таким кровожадным, каким его рисуют».

Владелец АФК «Система» Владимир Евтушенков интересовался Natura Siberica еще при жизни основателя, «просто потому что ему очень нравился бренд», — рассказал собеседник из числа бизнес-консультантов Трубникова. Трубников продавать компанию не хотел, но в переговоры с Евтушенковым вступил — в последние годы он горел идеей международной экспансии и искал сильного партнера для выхода в новые страны. Сам Трубников открыто заявил о таких поисках в интервью РБК летом 2020 года. «Андрей долго думал, торговался, сомневался. Но в итоге соскочил: сказал, что не хочет ложиться в постель с олигархом», — вспоминает бизнес-консультант Трубникова. Представитель АФК «Система» отказался комментировать вопросы, связанные с Natura Siberica.

После смерти Трубникова Евтушенков вернулся к Ирине, которая вместе с детьми должна была аккумулировать 70% акций, с предложением о выкупе долей, говорят три источника The Bell. Ирина помощь приняла. «Все, что мы видели со стороны Ирины — отзыв лицензий на бренды, блокировка завода сотрудниками ЧОП, бесконечные иски против Анастасии, — все это подсказывали ей люди Евтушенкова. У них даже адвокаты с самого начала были одни на двоих», — говорит источник в компании, интересовавшейся покупкой Natura Siberica. Андрей Тимчук, партнер коллегии адвокатов Delcredere, представляющий интересы Ирины и ее сына Дмитрия, действительно выступал от имени АФК «Система» в споре с «Роснефтью». «Владимир Петрович [Евтушенков] был с самого начала, помогал и подсказывал», — подтверждает источник The Bell, близкий к Ирине Трубниковой. В интервью RTVI, вышедшем 17 августа, Ирина Трубникова признавала, что предложения о выкупе доли и «защите» ей поступали, но, по ее словам, она ни с кем ни о чем не договаривалась.

Загадка вдовы

В версиях о том, стоял ли кто-то за действиями Анастасии Трубниковой, собеседники The Bell расходятся. Источник, близкий к Ирине, утверждал, что в разное время вдова общалась с представителями компаний А1 (входит в «Альфа-Групп» миллиардера Михаила Фридмана и его партнеров), Proxima Capital Group (основана бывшим первым зампредом Альфа-банка Владимиром Татарчуком) и «Полюс» (основной акционер — структуры сына миллиардера Сулеймана Керимова Саида). Участие Proxima и «Полюса» подтверждает и топ-менеджер компании, участвовавшей в переговорах: «Интересовались действительно разные игроки, в том числе, Proxima Capital и [Сулейман] Керимов или его люди. Не скажу, что Анастасия постоянно следовала чьим-то рекомендациям, скорее, примыкала к разным силам в зависимости от ситуации».

Собеседник The Bell утверждает, что Proxima Capital предлагала купить 100% акций Natura Siberica совместно с фондом еще одного участника списка Forbes Владимира Потанина — Winter Capital. По словам источника, партнеры предлагали за компанию $100 млн, наследники согласились, но не захотели делать скидку на сумму проигранного структурам Дерипаски иска, «а это почти половина оговоренной стоимости»: «В итоге не договорились, а когда Ирина с Анастасией начали кампании друг против друга, Потанин решил, что не хочет в этом участвовать». Сотрудник еще одной компании, участвующей в переговорах, подтверждает, что Потанин интересовался покупкой до острой фазы конфликта, но действовал не в альянсе с Proxima.

Представители Winter Capital и Proxima Capital сообщили, что фонд и компания никогда не рассматривали покупку Natura Siberica ни совместно, ни по отдельности.

О том, что гендиректор подконтрольного семье Керимова «Полюса» Павел Грачев участвует в переговорах, писал Forbes. «Мы их раньше августа не видели. Потом появилось новое руководство — [президент компании Сергей] Буйлов, и мы поняли, что это „Полюс“», — говорит сотрудник компании, участвующей в переговорах. По словам человека в окружении одного из претендентов на Natura Siberica, Грачев «самостоятельно решил участвовать в переговорах, Керимов об этом не знал и говорил, что не может влиять на своих топов». Грачев ранее уже выступал как самостоятельный игрок в крупных сделках: например, вместе с еще одним топ-менеджером «Полюса» Михаилом Стискиным вошел в капитал «Детского мира» через компанию Altus Capital в начале 2021-го. Источник, близкий к топ-менеджеру, в разговоре с The Bell утверждал, что Грачев интересовался Natura Siberica на ранней стадии, но актив его разочаровал и он вышел из переговоров.

Представитель «Полюса» не смог ответить на вопросы The Bell.

What's next

В конце ноября Natura Siberica объявила о назначении нового президента, который пришел на смену Сергею Буйлову, возглавлявшему компанию почти весь период наследственных споров. Им стал 38-летний Михаил Сергеев, сын президента РАН Александра Сергеева. Де-факто руководить компанией будет именно он, отметил в разговоре с The Bell представитель пресс-службы Natura Siberica.

Источник The Bell, знакомый с ситуацией вокруг компании, утверждает, что человек по имени Михаил Сергеев работал в инвестиционном подразделении АФК «Система». Другой собеседник подтверждает, что новый президент ранее был связан с холдингом Евтушенкова. Это назначение — явный признак того, что контроль в компании будет за Евтушенковым, говорит знакомый с ситуацией источник. Представитель «Системs» комментировать назначение Сергеева не стал.

Камнем преткновения для финальных договоренностей между наследниками и продаже долей крупным игрокам до последнего времени оставалась позиция Дерипаски, говорит источник, близкий к Natura Siberica: «Он был серьезно настроен бороться за долю в компании, но продолжал угрожать разорительным иском и пока ни с кем не договорился. Наследники в составе акционеров его видеть не хотят, но исход переговоров пока неясен». Это подтверждал сотрудник одной из сторон, участвующей в переговорах.

Но буквально вчера официальный телеграм-канал Natura Siberica неожиданно сообщил о возобновлении производства на ДОЗАКЛ. «Мы достигли договоренностей с нашими арендодателями и возвращаемся на нашу крупнейшую производственную площадку в Дмитрове», — говорится в посте. Это «первый шаг к конструктивному разговору о продаже доли Олегу Владимировичу», — говорит собеседник The Bell в компании, участвующей в переговорах. Вопрос о распределении долей между АФК “Системой”, Грачевым и Дерипаской еще не решен и переезжает на следующий год, утверждает другой собеседник The Bell.

Станет ли смена акционеров и руководства началом новой главы в истории компании, сказать сложно. «В Natura Siberica все держалось на харизме Трубникова, это факт. Но была у харизмы и обратная сторона. Таких людей называют чайка-менеджерами: он прилетал, орал, гадил и улетал дальше, оставляя людей разгребать это все. Никакой выстроенной системы не было», — объясняет источник The Bell в компании, которая вела переговоры о покупке Natura Siberica. Трубников, судя по воспоминаниям сотрудников, описанным в книге «Бизнес против правил», действительно мог позвонить любому сотруднику ночью, в выходной или отпуск, накричать матом за мелкую оплошность или уволить одним днем, оставив на столе записку «Мы в ваших услугах больше не нуждаемся». Но и хвалить тоже умел: например, мог выписать премию в 200 тысяч рублей продавцу в магазине, если тот хорошо рассказал про новую линейку кремов.

О хаотичном устройстве работы в Natura Siberica говорит и команда менеджеров, пришедших вместе с Сергеем Буйловым после смерти Трубникова. «Все отделы — розница, коммерция, производство, планирование — живут в собственной вселенной, никак не взаимодействуют, нет общих целей. Цифровизация документооборота на нуле», — делится впечатлениями один из них. Но основную ценность прежней команды — людей, за 12 лет прошедших с Трубниковым огонь, воду и медные трубы, — признает и новое руководство, постепенно возвращая сотрудников, которые демонстративно увольнялись вслед за Ириной Трубниковой в разгар наследственного спора. По словам представителя пресс-службы Natura Siberica, практически в полном составе вернулась команда R&D (Research and Development, разработка новых продуктов) во главе с Еленой Палюль и Ириной Рыпой — это почти 30 человек (сами они на запрос The Bell не ответили), а также руководитель новых проектов Евгения Симакова и руководитель отдела снабжения Елена Khokhlova. «Многие из вернувшихся сотрудников отдали компании больше 10 лет жизни и крайне для нее важны. Сейчас можно сказать, что большинство из них приняли приглашение вернуться в команду Natura Siberica», — уверяют в пресс-службе.

«Трубников был человеком с непростым характером, но крайне любимым сотрудниками. Думаю, эти любовь и лояльность не давали компании развалиться. Полюбят ли люди с такой же силой новых владельцев, будут ли готовы продвигать российский бренд по всему миру, несмотря на препятствия, — большой вопрос», — резюмирует бывший сотрудник Natura Siberica.