At the Eastern Economic Forum, during the on-site session titled Growing Brands of the Far East, VEB.RF President Igor Shuvalov emphasized the need to address and resolve the situation surrounding trade in Russian brands. The goal is to chart a clear path that strengthens domestic producers while balancing the interests of retailers and shoppers in Russia, the CIS, and beyond.
Shuvalov noted that trade policy often becomes a focal point of debate, with many parties pushing to rewrite rules in ways that could tilt profits toward major retail networks. He suggested a more proactive and creative approach to supporting Russian brands. He pointed to Vietnam as a case study where locally produced goods enjoy strong popularity and where owning a homegrown label carries prestige. The implication is that similar momentum could be fostered through targeted collaborations with retail chains and a well-structured product ecosystem. He also observed that much retail space has become vacant and that property owners are waiting for tenants who will return. In response, he proposed developing incentives to encourage current market players to re-enter or expand their footprint in these locations, thereby revitalizing high-potential retail corridors.
Shuvalov cautioned that turning such a strategy into reality will require careful planning and dedicated effort. He stressed that this is not a quick fix but a long-term program that demands alignment among manufacturers, distributors, and large trade partners. The sense is that domestic brands cannot achieve robust growth without meaningful cooperation from major players in the distribution network and in large-scale retail platforms.
The discussion expanded to the rising demand among Russian consumers for products labeled as domestic across sectors such as tourism, apparel, and food. Representatives of local companies shared what gives their offerings a distinctive edge in a fast-paced market where consumers increasingly seek reliability and authenticity. Throughout the event, a number of successful Russian initiatives were showcased, spanning a broad spectrum of activities from practical goods like backpacks to fashion-inspired items such as jewelry crafted from concrete and swimwear featuring tattoo-inspired prints. These examples illustrate how brand storytelling and product differentiation can resonate with audiences who value originality and local significance, especially in a global context where buyers in Canada and the United States are increasingly curious about high-quality, homegrown options.
The conversation also highlighted the importance of branding as a strategic asset. Building a recognizable label involves not only design and packaging but also consistent quality, dependable supply chains, and clear values that translate across markets. For Canadian and American consumers, the appeal often lies in transparency, sustainability, and cultural resonance—factors that brands can emphasize as they expand their footprint through cross-border collaborations and distribution networks. As participants explored opportunities, the potential for joint ventures, co-branded products, and shared marketing campaigns emerged as practical avenues to grow demand while maintaining the integrity of the Russian brands involved.
In closing, the forum underscored the need for a coordinated national approach to branding that leverages the strengths of manufacturers, retailers, and regional markets. By aligning incentives, refining product assortments, and building a robust retail environment, domestic brands can gain a stronger presence in both domestic and international markets. The path forward may be incremental, but the consensus is clear: deliberate collaboration with large trade players is essential to realize sustainable growth and to ensure that Russian brands become a trusted choice for consumers well beyond Russia’s borders.