At the Eastern Economic Forum, the on-site session Growing Brands of the Far East featured VEB.RF President Igor Shuvalov drawing a clear map for Russian brand trade. The aim is to fortify domestic producers while balancing the interests of retailers and shoppers across Russia, the CIS, and beyond, creating a path that benefits commerce and consumers alike.
Shuvalov observed that trade policy often becomes a hot topic, with many voices pushing to rewrite rules in ways that could push profits toward large retail networks. He proposed a more proactive and imaginative approach to backing Russian brands. Vietnam was cited as a case study where locally made goods enjoy strong popularity and where owning a homegrown label carries prestige. The takeaway is that similar momentum could be cultivated through targeted partnerships with retail chains and a well-structured product ecosystem. He noted that substantial retail space sits vacant as property owners await tenants who will return. In response, he recommended incentives to encourage current market players to re-enter or expand, revitalizing high-potential retail corridors.
Shuvalov warned that turning this strategy into reality will require deliberate planning and sustained effort. He emphasized that this is a long-term program rather than a quick fix, demanding alignment among manufacturers, distributors, and major trade partners. The sense is that robust growth for domestic brands depends on meaningful cooperation from key players in the distribution network and on large-scale retail platforms.
The discussion also highlighted rising demand among Russian consumers for products labeled domestic across sectors such as tourism, apparel, and food. Representatives of local companies shared what gives their offerings a distinctive edge in a fast-moving market where buyers increasingly seek reliability and authenticity. The event showcased successful Russian initiatives ranging from practical goods like backpacks to fashion-inspired items such as jewelry crafted from concrete and swimwear featuring tattoo-inspired prints. These examples illustrate how brand storytelling and product differentiation can resonate with audiences who value originality and local significance, especially in a global context where buyers in Canada and the United States are curious about high-quality, homegrown options.
The conversation underscored branding as a strategic asset. Building a recognizable label involves not only design and packaging but also consistent quality, dependable supply chains, and clear values that translate across markets. For Canadian and American consumers, transparency, sustainability, and cultural resonance are appealing factors as brands expand their footprint through cross-border collaborations and distribution networks. Participants explored opportunities for joint ventures, co-branded products, and shared marketing campaigns as practical avenues to grow demand while preserving the integrity of the Russian brands involved.
In closing, the forum stressed the need for a coordinated national approach to branding that balances the strengths of manufacturers, retailers, and regional markets. By aligning incentives, refining product assortments, and building a robust retail environment, domestic brands can gain a stronger presence in both home markets and international markets. The path forward may be incremental, but the consensus is clear: deliberate collaboration with large trade players is essential to realize sustainable growth and to ensure that Russian brands become a trusted choice for consumers beyond Russia’s borders.