Ukraine-News: Nivea, Dior, Audi and BMW - Russians hijack Western brands

Created: 04/13/2022, 13:40

By: Lisa Mayerhofer

A man walks past a closed Gucci boutique in Moscow.

Russian entrepreneurs apparently want to seize western brands.

(Iconic image) © Alexander Sayganov/SOPA Images via ZUMA Press Wire/dpa

Most Western companies have withdrawn from Russia because of the Ukraine war.

Now Russian entrepreneurs apparently want to seize Western brands.

Moscow – Since the outbreak of the Ukraine war* and the withdrawal of Western companies from Russia, the Kremlin has repeatedly threatened foreign companies.

Duma boss Vyacheslav Volodin dreamed of a McDonald's copy called "Uncle Vanya" back in March.

The logo that was circulating on social media was also strongly reminiscent of the logo of the US fast food giant.

According to this idea, "Uncle Vanya" should also reside in the closed branches of McDonald's.

Nothing has happened so far.

But the message is clear: Western brands should be replaced by Russian copies.

Ukraine-News: Applications for Nivea, BMW and Audi in Russia

In any case, Russian traders are already sensing new opportunities, reports the

.

Rospatent received applications for dozens of western brands in March.

Rospatent is the Russian agency for enforcing intellectual property laws.

There are applications for Nivea, BMW*, Dior and Mastercard, among others.

According to the magazine, the entrepreneurs then want to sell cleaning agents and perfumes under the Audi brand, for example.

Others remain more faithful to their role model in terms of content: the “Idea” brand is said to offer furniture like its Swedish role model Ikea.

According to the

, NeZpresso products are also planned - based on the popular Nespresso coffee machines.

However, the authority has not yet waved the applications through.

Ukraine war: Kremlin promotes clones such as "Rossgram"

In the digital area, however, the copies are already in full swing: Shortly after the start of the Ukraine war, the Kremlin made the social networks in its own country inaccessible to the Russians - and now needs alternatives.

There has now been a Russian Instagram equivalent for a few days, as

reports: "Rossgram".

The design and structure of the feed and the profile are absolutely identical.

One difference: “Rossgram” naturally refers to Telegram instead of Facebook.

Other Russian social media clones like the Yappy app, which mimics TikTok, have been around for a while.

Now it remains to be seen whether there will soon be copies of Western stamps again in Russia - almost like in the days of the Iron Curtain.

And how the branches and production facilities of western companies are dealt with in Russia.

Obi sells hardware stores after Russian-led skirmishes

The DIY chain Obi, which belongs to the German Tengelmann group, has already pulled the ripcord after major problems in closing the branches in Russia - and sold its Russian subsidiary to a Russian investor.

The Tass news agency reported on Tuesday with reference to the responsible lawyer, Dmitri Galanzew.

The name of the investor and the purchase price were initially not mentioned.

In March, the German Obi management announced the permanent closure of the branches in Russia.

Russian media then reported on a "serious conflict between the Russian Obi leadership and the German majority shareholder".

Accordingly, the shops in Russia remained open for more than a week after the announced closure.

In March, the Russian authorities announced "strict controls" on foreign companies that have ceased operations because of the Russian military operation in Ukraine.

Without using the word "nationalization," President Vladimir Putin advocated using "external" administrators "to leave (the companies) to those who want to run them."

Accordingly, Obi was still operating 27 hardware stores in Russia until mid-March.

According to Haub, business in Russia accounted for less than five percent of sales and since the Crimean crisis it has become increasingly difficult to be successful there.

"I am now glad that the chapter is over for us."