More than 20 foreign brands are preparing to enter the Russian market


21.11.2023 23:25

According to an analysis by the consulting company NF Group, the bulk of the brands entering the Russian market belong to companies from Turkey, Belarus and Estonia, mainly in the field of sales of clothing and footwear. Regional Director for Retail Real Estate at NF Group, Evgenia Khakberdieva, noted that the quality of foreign brands entering the Russian market has deteriorated significantly.

Many Turkish companies that have appeared in Russia over the past year have either stopped developing or closed. Among the brands preparing to enter the market, 35% are represented by Iranian companies. Also expected to appear are Chinese retailers (13%), as well as companies from Kazakhstan, Belarus, South Korea, the UAE and Turkey (9% each). The main emphasis remains on shoes and clothing.

Next year, retailers from South Korea and China are expected to begin operations in Russia. Khakberdieva noted that the start of work in Russia by half of the 23 announced companies can be considered a successful result. It was previously reported that the Adidas brand is returning to Russia, with stores opening after December 7 and goods arriving on November 25.

How do brands return to Russia? || Mash explains

Author Angelina Efremova

Angelina Efremova – freelance correspondent for Pravda.Ru, student at Moscow State University named after M.V. Lomonosov

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