Western brands may have left the country, but their goods haven’t.
Despite European, North American and Japanese companies exiting Russia over its actions in Ukraine, the impact on Russian consumers is minimal, although delivery times can be longer and some goods more expensive.
The main change has been to supply routes, but the products remain available both online and in stores. Buyers just need to know where to look.
Crucially, the vast majority of goods concerned are not subject to sanctions and these cross-border flows are legal. And Moscow is happy to let them in, whatever route they take.
Brands’ continued availability shows the challenge companies face in controlling supply chains when exiting a market. Although new opportunities are opening up for Russian firms, the fixation with Western brands may hinder efforts to boost local production.
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