When Swed House first launched in winter 2021, the “Scandinavian-style” homeware brand of Belarusian entrepreneur Murat Shagylydzhov was one of many local…
LONDON: When Swed House first launched in winter 2021, the “Scandinavian-style” homeware brand of Belarusian entrepreneur Murat Shagylydzhov was one of many local businesses operating in.
The departure of Western brands from Russia following Vladimir Putin’s invasion of Ukraine was supposed to change daily life in Moscow. Instead, it has triggered a proliferation of doppelgangers.
MOSCOW With its blue-and-yellow branding and stuffed sharks adorning the entrance, it’s easy to recognize what this small store in a shopping mall located in southwest Moscow is aiming for. Гуд Лакк (“Good Luck” in Cyrillic letters), which opened earlier this month, is in many ways a carbon copy of IKEA, the Swedish furniture giant which pulled out of Russia last year following the outbreak of conflict in Ukraine.