The deputy chairman of the Association of Shopping Centers, Pavel Lyulin, remarked that the Maag brand, which followed Zara in the Inditex family, has become the most notable disappointment for real estate managers overseeing shopping centers in Russia. The assessment reflects a broader pattern of reactions from landlords who track tenant performance, brand fit, and the overall health of mall ecosystems as consumer preferences shift.
Lyulin noted that the disappointment among landlords stemmed largely from the decision to sell the chain and rebrand it under Arab ownership, a move that coincided with the launch of new Zara outlets and additional Inditex brands. This sequence of events, according to industry observers, disrupted the continuity and familiarity that customers expect from well-established anchor brands and created uncertainty around tenant mix and foot traffic projections for mall operators.
The principal criticisms cited include suboptimal store design, a limited product assortment, and weak advertising support. These factors collectively undermined the perceived value of the Maag concept within the shopping center environment, where visual merchandising and coherent branding play a critical role in drawing shoppers and encouraging longer dwell times. As a result, the brand struggled to translate its global identity into a resonant, locally relevant retail experience.
In the anti-rating of brands, Obuv (CCC) secured the second position, while RE, SIN, CR, XC, MO trailed closely behind, replacing previously favored names such as Reserved, Cropp, House, Mohito, and Sinsay. The Motherbear label, under the Mothercare umbrella, appeared in fourth place, and the successor restaurant concept of McDonald’s—reframed as “Delicious — period”—took fifth. These shifts illustrate ongoing churn in the retail and quick-service sectors as operators recalibrate what resonates with customers and how new concepts perform in a competitive landscape.
Meanwhile, the same “Delicious era” also dominated the top five rebrands, indicating a broader trend where established quick-service formats pursue refreshed branding to attract attention and differentiate themselves in crowded markets. Rostics, replacing KFC, ranked second in the rebranding sequence, followed by L’Occitane in third place. LPP brands stood at fourth, with Sneaker Box rounding out the top five. These moves reflect strategic branding decisions aimed at capturing a wider audience and aligning with evolving consumer tastes, including preferences for experiential retail and faster service options.
In related market movements, it was reported that the Swedish developer Bonava has exited Russia, marking another significant shift in the regional real estate landscape. This development underscores a broader pattern of international players reassessing portfolios in light of regulatory, economic, and market dynamics affecting the retail and housing sectors.
Earlier reports highlighted that Russia’s third-largest tobacco company underwent a sale to a United Arab Emirates-based investor, a transaction that illustrate how cross-border investment flows continue to influence ownership structures and brand strategy in the region. The implications for retail and consumer goods sectors include potential changes in distribution networks, marketing approaches, and consumer perception as ownership groups bring new strategic direction to these brands.