More than 20 international brands in Russia have changed their names to Russian, according to their calculations. DEA News”.
“Some changed the spelling of their brand from Latin to Cyrillic, as L’Occitane did when it became l’Occitane. Others left only the initial letters or syllables of the old name in the name. For example, the Reserved clothing brand can now only be found under the RE, Cropp products under the CR mark, and Sinsay products under the “Sin” brand. Levi’s jeans store also became JNS.
In addition, some brands slightly changed the names, leaving keywords in the names – for example, The Ritz-Carlton hotel chain became The Carlton Moscow.
There are also brands that have radically changed their names: The most striking example is McDonald’s, which has become the Vkusno i Tochka chain. Some brands have changed their name to evoke associations with its previous name – dairy manufacturer Valio has changed its name to Viola.
Previously Moscow and St. back in St. Petersburg opened jewelery brand Tous.