VF Corporation, the American clothing and footwear group that owns familiar brands such as Vans and The North Face, has decided to wind down its physical stores in Russia. The Russian arm of the company will shift its focus to wholesale deliveries, signaling a strategic pivot in its regional footprint. This move is reported by the business daily Kommersant, which cites statements from VF’s Russian division, VF CIA, LLC. The last Vans retail outlets in Russia reportedly closed in the spring, and VF has not issued formal comments regarding the CIA decisions.
VF Corporation originally laid out plans in 2020 to grow a robust retail network for the Vans brand across Russia. By the end of the previous year, the company operated twelve Vans stores in major cities like Moscow and St. Petersburg. The onset of hostilities and the resulting economic volatility prompted Vans to limit its in country activities gradually. The shift toward wholesale is presented as a measured response to the changing market conditions and regulatory environment, rather than a sudden withdrawal.
Analysts and industry observers have weighed the reorientation as a compromise that preserves the brands’ presence in the market while reducing direct consumer-facing exposure. Anna Lebsak-Kleymans, head of Fashion Consulting Group, described the wholesale-focused strategy as a practical way to maintain brand visibility and consumer sentiment without maintaining a full retail network. Her assessment highlights the importance of brand equity continuity in a challenging operating climate, where consumer access and supply chain dynamics can swing rapidly.
Market data tracking the region shows a broader retreat by international players in late 2022 and into 2023. According to industry sources, a number of global retail groups opted to pause or terminate their retail activities in Russia. Some brands chose to shutter stores entirely, while others transitioned to wholesale models or exited the market through asset sales. The pattern underscores the difficult balancing act that multinational fashion players face between local brand resonance and compliance with evolving regulatory and geopolitical realities.
VF Corporation’s strategic adjustment comes amid a broader context of reshaping international portfolios in Russia. Industry commentary points to a continued emphasis on managing brand perception and consumer reach while avoiding heavy exposure to riskier direct-to-consumer operations. This approach aligns with broader industry trends where large fashion labels seek to preserve affiliation with regional audiences through controlled channels, even as direct storefronts contract or close. The long-term objective appears to be sustaining product availability and brand loyalty in the region through partnerships and wholesale networks rather than a pure retail expansion.