S ergei Studennikov is a self-made Russian retail magnate and the founder of Krasnoe & Beloe (Red & White), one of Russia's largest and fastest-growing retail chains specializing in alcoholic beverages. He started his entrepreneurial career in the 1990s with a wholesale business before identifying a significant opportunity in specialized alcohol retail. In 2006, he opened the first Krasnoe & Beloe store in Chelyabinsk, far from the competitive markets of Moscow.

Studennikov's business model was a runaway success. He focused on a no-frills, small-format convenience store model that offered a wide selection of alcoholic drinks at very competitive prices, later adding tobacco, snacks, and basic groceries. This 'discounter' approach appealed to a broad segment of the Russian population. He aggressively expanded the chain, opening thousands of stores across the country, primarily in regional cities and towns. In 2019, his company merged with competitors Dixy and Bristol to create a new retail giant, DKBR Mega Retail Group, in which he holds a major stake, solidifying his position as a dominant force in Russian retail.