Industry observers report a cautious but noticeable shift in the European footwear sector as brands re-enter the Russian market. On Russian shelves one can now spot offerings in the mid to premium price bands from notable European names. The Ara Group from Germany, the Spanish label Axa Shoes, and Italian players like Igi and Co have reappeared after a period of inactivity, signaling a recovery in demand and distribution networks. Trade press coverage underscores this trend, highlighting a move toward renewed visibility of European footwear in major retail points and marketplaces across Russia.
Updated reports from the Footwear Association show a measured resurgence with a portion of previously withdrawn manufacturers returning to the market. In a recent snapshot, fifteen of one hundred formerly active companies have resumed operations. Among those reentries are Italian brands Imac and Igi and Co, Spanish firms Piccolino, Wonders, and Hispanitos, along with several others. Their products are now available in Rendez-Vous stores and through leading e-commerce platforms, reflecting a broader reestablishment of supply chains and retail partnerships in the region.
In another development, Decathlon has announced the reopening of its Russia sales presence, with plans to relaunch stores beginning on a specified date. The network is being reorganized under a new umbrella name, All Do Sport, and the company has outlined a commitment to continuity by transferring thirty-five stores while preserving nine hundred nine jobs. This move signals both brand reinvestment and a continued focus on sport and outdoor retail across the country, aligning with broader market signals of normalization in the sporting goods segment.
Industry voices also caution against excessive optimism while assessing the pace of market normalization. Analysts suggest that while signs of revival are clear, the market remains subject to macroeconomic volatility and evolving consumer behavior. The pace of brand restocking, the strength of consumer demand, and the readiness of distribution networks will all shape how quickly the footwear segment moves toward pre-crisis levels. This balanced view reflects a market that is cautiously optimistic, yet mindful of ongoing uncertainties in the retail landscape.