The American fashion company PVH Corp., the parent of Tommy Hilfiger and Calvin Klein, is no longer identified as the founder of its Russian division. This shift is noted by Kommersant, which bases its report on data from the Unified State Register of Legal Entities as reflected in SPARK. The publication traces a change of name and ownership in the Russian entity, signaling broader reorganizations within PVH’s regional footprint.
According to the registry data, effective August 17, the entity previously known as PVH Russia was renamed Retail Excellence, with Denis Shchukin listed as its founder. Kommersant cross-checked Shchukin’s LinkedIn profile to confirm his role; the profile indicates that he has led PVH’s retail operations in Russia since 2018, and that his professional path prior to this position included time at Adidas’ local office. This background helps explain how Retail Excellence emerged as a local administrator for the American brands’ activities in the market.
PVH announced that it had suspended all commercial activities of its stores in Russia and Belarus as of March 7, 2022. The decision reflected a broader pullback from the region during that period, affecting not only PVH brands but a wider segment of Western fashion retailers operating in postwar Russia. While the stores were shuttered, questions persisted about the long-term strategy for the brands in that market and the fate of existing outlets and assets.
In November, Izvestia reported that Gap, one of the United States’ largest apparel retailers, decided to exit Russia completely and close all of its stores. Market participants noted that Gap’s challenges in Russia extended beyond the post-2020 environment, with brand popularity in the country historically limited compared to other markets. The round of closures signaled a recalibration among Western brands regarding their presence in Russia amid economic and geopolitical shifts.
Subsequently, in June 2023, sources cited by industry outlets indicated that Gap did not fully abandon the Russian market. Instead, the brand reportedly continued selling a mix of products, including those from Turkish suppliers, and retained ownership of its corporate structure while gradually scaling back retail operations. Some stores reportedly evacuated or downsized, suggesting a phased approach to market withdrawal rather than an outright exit for all storefronts.
Earlier reporting from social outlets noted that Valentino planned to reduce nighttime activity in its boutiques, effectively turning off the lights at the close of business each day. This example of selective operational changes illustrates the broader pattern of Western fashion houses reassessing presence and visibility in the region amid ongoing uncertainties and external pressures. The evolving landscape underscores how multinational fashion groups adapt their regional portfolios in response to regulatory environments and market demand, even as some brands pause, restructure, or reallocate branding initiatives within the same country.