In a Moscow shopping center named Metropolis, reports emerged of an underground sale tied to the American retailer Victoria’s Secret, which had previously declared its complete withdrawal from Russia. The disclosure came via a Telegram channel called Attention, Moscow, which has circulated multiple local consumer updates in recent months.
Invitations to the private, secret sale were reportedly extended discreetly. Attendees were ushered through a back entrance, away from the main corridors, and guided directly to a trading floor where remaining stock of intimates was offered at reduced prices. The atmosphere suggested a tightly controlled event, not advertised to the general public, with access limited to a curated group of shoppers.
Among shoppers present, reactions varied. One mall patron criticized the arrangement, viewing it as a contradiction in the brand’s stated position. He contrasted Victoria’s Secret’s public stance of having left the Russian market with the willingness to take money from customers while signs of ongoing withdrawal remained unclear to some observers.
By the end of May, Victoria’s Secret confirmed its full exit from Russia, citing persistent economic, logistical, and commercial instability as the reasons behind the decision. The company stated that continuing to operate seven franchised stores and maintaining online sales would not be feasible under the current conditions, and that online operations would not be resumed.
The brand had earlier announced a suspension in March 2022. Official communications at that time indicated a temporary halt to online shopping as of 15:30 Moscow time on March 9, and the closure of all Victoria’s Secret retail stores from 22:00 that same day. The company suggested this pause was necessary in response to rapidly changing circumstances within the market.
These developments come amid broader industry chatter, with some observers noting strategic shifts among global fashion and beauty brands operating in Russia. In parallel coverage, recent reports have highlighted how parent groups in the luxury and apparel sectors are recalibrating their footprint in response to local economic pressures, sanctions, and changing consumer behavior. While Victoria’s Secret chose to exit, other brands have re-evaluated store networks and distribution strategies to balance risk with potential market opportunities.
For Canadian and American audiences tracking international retail moves, the situation underscores the caution that multinational brands must exercise when navigating sanctions, supply chain challenges, and consumer sentiment in volatile regions. Analysts caution that withdrawal announcements do not always erase a brand’s presence in the public consciousness, as past campaigns, catalogs, and regional collaborations can continue to influence consumer perceptions long after official store closures. In this context, the Moscow event highlights how private sales and limited-access gatherings can arise as interim channels for brand visibility, even after formal exits have been announced.
In related developments, industry commentary has occasionally connected such exits to broader market strategies. While Victoria’s Secret has publicly stated its exit from Russia, other luxury and fashion houses have announced expansions or adjustments in different regions, suggesting a complex, region-by-region approach to brand stewardship that weighs local demand against geopolitical and economic headwinds.
Overall, the episode reflects the ongoing tension between corporate exit decisions and consumer access to brand products. It raises questions about how much remaining merchandise can be absorbed by non-traditional channels and how brands communicate with markets that have shown both strong demand and strong regulatory constraints. As the retail landscape continues to evolve, observers will watch for further disclosures about how these strategic recalibrations unfold across Europe, the Americas, and beyond.