The Finnish children’s clothing maker Reima has finalized its exit from the Russian market by transferring its local assets to a domestic operator, according to an update on the company’s official website. This marks the completion of Reima’s strategic withdrawal from Russia, with the local subsidiary now under new ownership and continuing operations under a different name as stipulated by the sale agreement.
Reima’s retail presence in Russia came to a close in March 2022 when its own stores shut down. In tandem, the brand license used by franchisees was discontinued in June, signaling a full disengagement from brand utilization within the market. The staff in Russia have since transitioned to employment with the new owner, ensuring continuity for existing employees while aligning with the changes in ownership. The subsidiary, Reima LLC, is slated to undergo a name change in line with the terms of the contract that governed the sale.
Meanwhile, industry observers cited by the February 26 edition of a major Russian daily reported a broader shift underway in the local apparel sector. The article noted that nearly 20 Iranian clothing brands were preparing to enter the Russian market, with preliminary talks already under way with the Ministry of Industry and Trade and major shopping center operators. One supplier was reported to have already signed a contract valued at approximately 15 million dollars, underscoring the scale of interest from new international players looking to establish a foothold in Russia’s retail landscape.
In a related assessment, Viktor Evtukhov, the Deputy Minister of Industry and Trade and a senior Foreign Affairs figure, indicated that Russian manufacturers could potentially compensate for the exit of a prominent foreign label like Uniqlo without significant disruption. The official cautioned that local producers would be capable of filling the gap should the Japanese brand decide to leave the market, suggesting a degree of resilience in domestic supply chains and a readiness to pivot quickly to meet consumer demand.
Observing these developments, analysts note that Reima’s exit reflects a broader pattern of foreign brands reassessing their footprints in Russia while local and regional players position themselves to capture market share. The transition of Reima’s assets to a local operator, along with the brand’s contractual disengagement from the Russian market, points to a nuanced realignment where ownership structures and branding rights shift hands without erasing the underlying demand for children’s outerwear and casual apparel. For families and retailers accustomed to Reima’s products, the change may lead to continuity in product availability, albeit under new branding and management. In the longer term, the entrance of diverse international suppliers could invigorate competition, potentially influencing pricing, product variety, and shelf availability across major distribution channels. The evolving regulatory and trade environment will likely shape the pace and nature of these shifts, as policymakers balance consumer interests with the strategic interests of domestic manufacturers and international brands. As the market adapts, observers expect a period of transition marked by formal branding changes, supplier renegotiations, and new distribution configurations that may redefine how Finnish and other international labels connect with Russian shoppers and retailers. The landscape remains dynamic, with ongoing developments that will determine how quickly and smoothly the market can absorb these changes while maintaining product quality and access for families across the region.