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In the first half of 2025, seven international brands entered Russia's retail market, which is 46% down from the same period last year according to a report by IBC Real Estate consulting firm. "Foreign brands are slowing their expansion," the company stated.

Four international brands entered the Russian market in the second quarter – Turkish fashion brand Les Benjamins, Italian sporting goods brand Kappa, Belarusian clothing brand Mua, and Italian clothing and accessories brand Doucal's, business news magazine Shopper's notes.

Retail floorspace occupied by the new international brands in the first half of 2025 totaled 2,600 square metres in Moscow and St. Petersburg, according to IBC Real Estate. However, a number of international retailers that entered the market in 2023 began surrendering their retail space: in the first six months of 2025, they vacated 6,200 square metres in Moscow and St. Petersburg.

"We are seeing a number of players abandoning their retail space. This is due to low sales, severe competition, and changing consumer behaviour. At the same time, Russian firms are increasing their number of stores and turnover through strong advertising campaigns and interaction with the public," said Ekaterina Nogai, head of research and analytics at IBC Real Estate (quoted by Interfax).

At the end of 2025, IBC Real Estate forecasts a 35% decrease in the number of new international brands entering the Russian market against 2024.