Sephora Stores In Russia Reopen With Different Name Under Local Owner

Dozens of the world’s most popular retailers shuttered stores in Russia earlier this year as a response to the country’s invasion of neighboring Ukraine. Since then, several have relaunched under different branding, such as ‘World Of Cubes’ for LEGO, ‘Stars Coffee’ for Starbucks, and ‘Tasty And That’s It’ in place of McDonald’s.

Recent reports have emerged that Sephora, a beauty retailer under LVMH, has reopened under new leadership in the country, taking on the name of Ile De Beauté.

The local chain was bought over by the conglomerate in 2016, years after it began investing in it. 

The rebranded chain took to its website to thank returning customers, offering a wide range of products from international brands, and promising that previously purchased gift cards will still be valid. 

It says a lot has changed with the company’s direction since it closed its doors under the Sephora name.

“We were forced to suspend operation at our shops, but have retained all jobs and continued to support employees, while working in parallel on redesigning the company’s internal processes,” the brand writes.

Before the Ukrainian crisis, Sephora had owned 88 stores across Russia, employing over 1,200 workers. The firm recently closed a deal to sell all of its shares to a local general manager.

“In this difficult period, we look to the future with optimism, and are happy to open the doors of Ile De Beauté stores, inviting you to the world of luxurious beauty!” shares Ile De Beauté.

[via Business of Fashion and Reuters, cover image via Boggy | Dreamstime.com]