Wildberries, a leading Russian online retailer, is reportedly considering the acquisition of an airline, several Russian media outlets have reported.
According to these reports, which appeared on Aviatorshchina (Авиаторщина), a Russian Telegram channel focused on aviation news, and were later amplified by other mainstream news outlets, Wildberries has been looking at two Russian carriers, Nordwind and Azur Air.
Both airlines have roots in the leisure charter business, although pivoted towards the scheduled flight business in recent years. Both have traditionally had strong links to Turkish tour operators, Nordwind Airlines to Pegas Touristik and Azur Air to Anex Tour, respectively.
Russia’s invasion of Ukraine in 2022 and the subsequent Western sanctions forced both airlines to make changes to their business structure. Pegas Touristik created Antalya-based Southwind Airlines to continue operating the Russia to Turkey leisure market, although it reportedly divested from the venture in 2024 after the carrier was banned by the European Union, on account, precisely, of its Russian links.
Azur Air also restructured its shareholding structure, with the Turkish entity officially selling the business.However, the current owners are reported to have links to the Kochkar family, owners of Anex Tour.
According to Russian media, Azur Air is the most likely candidate for sale, since the airline is currently in a state of financial and operational distress.
An airline in trouble
Earlier in March 2026, the Russian aviation regulator Rosaviatsiya restricted Azur Air’s operations for a period of three months after inspections revealed operational and technical problems. This resulted in a series of flight cancellations and delays in the first months of the year. If the regulator is not satisfied with the mitigation measures taken by the airline by June 8, 2026, it may cancel its air operator certificate (AOC), which would mean the effective end of the business.
Azur Air’s problems are compounded by the fact that it operates an aging fleet. According to ch-aviation data, as of March 17, 2026, Azur Air has nine active aircraft in its fleet, four B757-200s and five B767-300ERs, with an average age of 27.7 and 32.1 years, respectively. Another eight aircraft are listed as inactive (five B757s, two B767s and one B737-800).
However, Russian financial news outlet Kommersant states that Azur Air currently operates 12 aircraft (six B757s and B767s), including one aircraft in a VIP configuration used by the company’s owners.
Azur Air used to operate a larger number of B737s as well as B777s, but these have been withdrawn from service due to issues related to international sanctions.
According to the sources quoted in the Russian news outlets, both Nordwind Airlines and Azur Air have denied they are in talks regarding a potential sale of the business. Wildberries has not commented on the matter.
While it started as an online retailer and has often been compared to the “Russian Amazon”, Wildberries has been diversifying its business with a string of acquisitions, ranging from physical retail outlets to logistics operators.
Most remarkably, in 2024 Wildberries entered the travel and leisure business, with the acquisition of tour operator Fun&Sun and investment in hotels and resorts in Egypt and Turkey under the brand “WB Travel”. These are two destinations that are bread-and-butter markets for a carrier like Azur Air, so the acquisition of a leisure-focused airline has been interpreted as a logical next step.
