Online retailer Lamoda is leasing buildings that were once occupied by Adidas in Russia, signaling a broader strategy to diversify the products offered at its Lamoda Sport stores beyond Adidas merchandise. The move is part of a wider retail shift in the region, where international brands have reassessed operations amid ongoing geopolitical tensions and market volatility. This transition hints at Lamoda aiming to transform previously branded spaces into multi-brand outlets capable of supplying sportswear and casual fashion from a mix of names, expanding consumer choice in the affected urban districts. Retail observers note that the plan includes utilizing these locations to test demand for a broader catalog while maintaining the convenience and familiarity customers associate with Lamoda.
Deputy Minister of Industry and Trade Viktor Evtukhov confirmed that the platform informed the ministry about the changes and that the first stores in the Adidas-affected zones are scheduled to open before year-end. He emphasized that the company intends to accelerate its footprint, aiming to launch hundreds of new outlets over the next three years. The official added that some of the pilot sites could be former foreign-brand locations, including stores that previously closed in 2017, signaling a shift toward repurposing existing retail real estate to suit the current market landscape. [RIA News]
During the same period, Hugo Boss AG announced the closure of its operations in Russia, citing the evolving situation in Ukraine as a primary factor behind the decision. This exit follows a broader pattern where several international fashion groups paused or restricted sales to Russian customers as the market reevaluates risk, regulatory conditions, and consumer demand. Names such as Mr Porter, Yoox, and The Outnet paused shipments to the region, while brands including Hermes, Louis Vuitton, Mango, Nike, Adidas, Puma, H&M, and Inditex paused or reassessed their Russian distribution strategies. These actions collectively reflect a challenging operating environment for foreign fashion brands seeking to balance brand integrity with local market realities. [RIA News]
Earlier reports from outlets like socialbites.ca indicated Valentino’s boutiques in Russia would reduce nighttime activity, with lights switched off after hours as part of a broader pause in nonessential operations amid ongoing disruptions. The evolving retail landscape underscores how multinational fashion houses are adjusting to sanctions, supply-chain tensions, and shifting consumer confidence, while domestic entities explore opportunities to fill gaps left by international brands. [RIA News]