The share of European brands in the Russian market will double in 2025
According to the results of this year, the share of European brands in the total discoveries of new stores in Russia can increase almost double, up to 50%. The number of brands entering in the Russian Federation will increase from seven to 12. However, there is no need to talk about the mass return of European retailers yet. There are not many suitable western large players in the country, new stores are actively opening local companies.
The fact that, according to the results of 2025, the share of European brands entering the Russian market will increase by a 21 percentage point (p.) By the year, up to 50%, Kommersant reported in the Core.xp consulting company. According to consultants, this year 12 new marks from Europe will appear in Russia; Last year there were seven of them. This trend is also fixed in the IBC REAL ESTATE, according to which this year in the Russian Federation seven European retailers will be launched in the Russian Federation, their share in the total volume of new discoveries will grow by 13 points, to 43%. Analysts do not disclose the names of European networks planning to enter the Russian market.
In total, 25 new foreign brands will appear in Russia this year, predicted in Core.xp.
Of the 79% of the feshen segment networks declared to the Russian market entered the Russian market. The share of retailers selling household appliances and electronics, as well as perfume and cosmetic products, is, respectively, 14% and 7%.
After leaving the Russian Federation, a number of international brands reserved retail space that are now empty: they are trying to fill the local partners of foreign networks who officially stopped their activities in the country, they say in Core.xp. According to the company's analysts, counterparties working mainly with retailers from Italy, Germany and France are trying to open their stores. However, now, for the mass exit of foreign networks, the obstacle is just a shortage of high -quality sites, said Irina Tsarkova, director of the Department of Trade Real Estate of the consulting company Nikoliers.
The brands, first entering the Russian Federation, and those who decided to return will be considered to place space in iconic torgenters, where they now have a minimum vacancy, said Andrei Shuvalov, head of the marketing research department of CMWP. The share of free premises in the Torgenters of Moscow for 2024 decreased by 4 p., To 8%, this is comparable to the indicator that was before the Pandemia, says Ekaterina Nogai, head of the Department of Research and IBC Real Estate Consulting Company. The deficit will remain, since the volume of input of large trading facilities in the whole country is still minimal, explains Irina Tsarkov.
Nevertheless, many Western brands, although they consider the opportunity to return to the Russian market, occupy a wait -and -see position, since the geopolitical situation remains uncertain, they note in Core.xp.
The company also adds that a number of foreign retailers cannot yet clearly build their development prospects in the Russian market.
In addition, Russian consumers are now actively reoriented to the products of actively developing local companies, says Ekaterina Nogai. Thus, only in the massage segment (average check up to 3 thousand rubles) on the Off-Price chain of the Familia stores in 2024 accounted for 5.3% of the total transaction among offline retailers, Sin (created by Russian Sinsay stores of the Polish LLP Group) and Gloria Jeans-3.9% and 3.1% respectively (See “Kommersant” of February 19). According to Mrs. Nogai, buyers are ready to purchase goods of international brands only if high quality and flexible pricing policy.
In turn, for local retailers, one of the main problems in the case of the return of the largest international brands will be a significant “credit of trust” to such companies, says Polina Afanasyeva, head of the research department and analytics of the CMWP consulting company. At the same time, according to Core.xp, stamps from Asia, whose share in new discoveries in 2025 will be 43%, will continue their expansion in the Russian market.
