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On Monday, some of the Sephora stores reopened in Russia, under the name Beauty Island.
Since the beginning of the war in Ukraine, the distribution of consumer goods in Russia has undergone a real upheaval. In response to the war, many retailers have decided to give up or sell their activities in Russia to local players.
Last July, Sephora sold 100% of the shares of its Russian subsidiary to its former general manager in the country, so that he could operate it under the name of Beauty Island. At that time Sephora had 88 stores and employed 1,200 people in the country.
Beauty Island, meanwhile, is a Russian chain that was acquired in 2016 by Sephora. It was one of the most important players in the sector in Russia. This acquisition manifested the ambitions of the Lvmh group to expand in the East.
The brand is now once again the standard-bearer for beauty in its home territory.
“Many things have changed since our last meeting,” said the Russian company, addressing its customers. “We have been forced to suspend operations at our stores, but we have retained all jobs and continued to support employees, while at the same time working to overhaul the company’s internal processes.”
By transforming itself into Beauty Island, the former Russian Sephora is experiencing the same fate as other international brands, taken over by Russian owners during the war. They have replaced Western codes with new national emblems. Starbucks has become Stars Coffee and McDonald’s is now Delicious, period.
Read also >LVMH: Sephora announces the sale of its stores in Russia
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On Monday, some of the Sephora stores reopened in Russia, under the name Beauty Island.
Since the beginning of the war in Ukraine, the distribution of consumer goods in Russia has undergone a real upheaval. In response to the war, many retailers have decided to give up or sell their activities in Russia to local players.
Last July, Sephora sold 100% of the shares of its Russian subsidiary to its former general manager in the country, so that he could operate it under the name of Beauty Island. At that time Sephora had 88 stores and employed 1,200 people in the country.
Beauty Island, meanwhile, is a Russian chain that was acquired in 2016 by Sephora. It was one of the most important players in the sector in Russia. This acquisition manifested the ambitions of the Lvmh group to expand in the East.
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On Monday, some of the Sephora stores reopened in Russia, under the name Beauty Island.
Since the beginning of the war in Ukraine, the distribution of consumer goods in Russia has undergone a real upheaval. In response to the war, many retailers have decided to give up or sell their activities in Russia to local players.
Last July, Sephora sold 100% of the shares of its Russian subsidiary to its former general manager in the country, so that he could operate it under the name of Beauty Island. At that time Sephora had 88 stores and employed 1,200 people in the country.
Beauty Island, meanwhile, is a Russian chain that was acquired in 2016 by Sephora. It was one of the most important players in the sector in Russia. This acquisition manifested the ambitions of the Lvmh group to expand in the East.
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