The price of the issue // Head of research and consulting at Focus Technologies Mikhail Vasiliev on the Russian market without IKEA

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IKEA in Russia was not only a powerful traffic-generating operator in shopping centers, but also one of the key sales channels for furniture products for both retailers and consumers. Of course, the departure of the chain turned out to be sensitive for all market participants. Now in the fashion retail segment, we see how Russian sellers gradually begin to partially replace the departed foreign sellers. This process has not yet been expressed in the furniture market: at least it is not noticeable to the townsfolk. This is quite understandable. If fashion retail is represented by many small players, then the furniture segment is traditionally divided by large companies. The departure of any prominent player in this case creates a feeling of a hole. At the same time, IKEA was one of the strongest international brands on the Russian market – consumers associated it with many pleasant things: quality, reliability, European approach, Scandinavian style. The retailer also occupied a large niche in the mass segment. In this case, it is only appropriate to compare the strength of the brand with the popular…

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