Return of Foreign Companies to Russia: What Trademark Registration Practices Reveal

In 2022, a large number of foreign companies announced their withdrawal from the Russian market. Some companies remained, transferring assets to local companies, "updated" their names through rebranding and began to operate under new ones. For example, Zara clothing stores became known as Maag, Paulig coffee was renamed Poetti, Lush cosmetics stores became known as Oomph, Baskin Robbins ice cream became BRandICE, etc.

Review of Registration Practices

Now there is a tendency for companies that previously left the Russian market began to register their trademarks in Russia. Most foreign companies are actively filing applications for trademark registration with Rospatent, which can be regarded as an indicator of clear intentions to re-enter the Russian market. Below is an overview of some of these:

• In April 2025, the American company DZE COCA-COLA COMPANY filed an application (number 2025742756) with Rospatent for the registration of a verbal trademark in Russian - "COCA-COLA" in relation to goods of class 32 of the Nice Classification, related to non-alcoholic beverages. The trademark has been successfully registered (number 1162097).
• In July 2023, Inter IKEA Systems B.V. filed applications with Rospatent (for example, numbers 2023768359, 2023768370) for the registration of verbal trademarks in Russian - IKEA and in English - IKEA, in relation to a wide range of goods and services, including those related to household goods, store services, design, cafes. The trademarks were successfully registered (1106417, 1014639). It is quite possible that in the near future familiar stores will return to Russia.
• the American company Starbucks Corporation, in May 2024, filed a large number of applications with Rospatent (for example, numbers 2024759414, 2024758828) for the registration of Starbucks trademarks and a corporate image of the girl's face in relation to a wide range of goods and services, including those related to café services, store services, and coffee. The trademarks were successfully registered (numbers 1091045, 1162067).

High activity in the registration of trademarks is also observed among car brands, for example:

• In August 2025, the Korean company Kia Corporation filed a number of applications with Rospatent (for example, numbers 2024800339, 2024800098) for the registration of trademarks of the same name, as well as the names of car models in relation to goods of class 12 of the ICGS related to vehicles. Trademarks have been successfully registered (numbers 1131233, 1109970).
• In September 2025, the German company Mercedes-Benz Group AG filed an application (number 2025797873) with Rospatent for the registration of the word trademark "MERCEDES-BENZ" in relation to goods and services of classes 12, 37 of the ICGS related to cars, vehicle maintenance and repair services. The trademark has been successfully registered (number 1178391).
• In March 2025, the Japanese company Toyota Jidosha Kabushi Kaisha (also trading as Toyota Motor Corporation) filed a number of applications (for example, numbers 2025732296, 2025732195) with Rospatent for the registration of trademarks of the same name, as well as the names of car models in relation to goods of class 12 of the ICGS related to vehicles. The trademarks were successfully registered (numbers 1176995, 1177628 ).
• In December 2025, Volvo Trademark Holding AB filed a number of applications with Rospatent (for example, numbers 2025839152, 2025839153, 2025839151) for the registration of trademarks of the same name, in relation to goods and services of classes 07, 12, 37 of the ICGS related to cars, vehicle maintenance and repair services. Currently, the applications are under examination for the claimed designation.

Foreign cosmetic companies also register trademarks, for example:

• In January 2025, the French company L'Oréal filed a number of applications with Rospatent (for example, number 2025708239) for the registration of a verbal trademark in Russian - "MAYBELLIN" in relation to goods of class 03 of the ICGS related to cosmetic products. The trademark has been successfully registered (number 1189377).
• McDonald's Corporation is also actively filing new applications. For example, in December 2024, the company filed an application for the McDonald's trademark (number 2024847262) with Rospatent, which has successfully passed the examination, and a decision on registration has now been made on it. Also, a number of "fresh" trademarks have already been registered in the name of this company, for example: "Gamburlag" (number 1164117), "Royal Cheeseburger" (number 1165127), "MakAuto" (number 1175046), etc.

What Conclusions Can Be Drawn

The examples presented above are only a part, while this trend in the registration of trademarks by foreign companies that have previously left the Russian market has been noticeably observed from 2024 to the present day. Every day, Rospatent receives new applications, among which you can see previously familiar brands.

Also, in this trend of registration of trademarks by departed foreign companies, it is possible to highlight the fact that they often register trademarks in the Cyrillic alphabet, which may indicate their direct focus on the Russian consumer.

The registration of new trademarks can also be explained by the fact that foreign companies thereby "restart the validity of the mark" in order to minimise the risks of cancellation due to non-use and preserve the validity of the marks. Since for trademarks for which a three-year period has passed from the date of their registration, the option of cancellation due to non-use is available (Article 1486 of the Civil Code of the Russian Federation). In the event that an interested person tries to cancel the trademark due to non-use, the right holder will need to provide documentary evidence of the use of the mark in relation to those goods and services for which it is registered.

The high activity of foreign companies in filing applications for trademarks may also indicate that they have probably revised their strategies regarding entering the Russian market, because it is quite attractive for foreign companies due to its large volume.

The departure of foreign companies from Russia has created a certain niche and opportunities for the development of local brands by Russian companies that have already firmly established their positions, and they may well compete with foreign companies. Given this factor, in the event of a return to activities in Russia, foreign companies will have to make every effort and develop a strong marketing strategy for entry and sustainable development in the Russian market.

Time will tell whether the foreign companies that have left will return to the Russian market and how long it will take. The likelihood of their return depends to a greater extent on economic and political aspects, as well as the company's strategy and the prospects for consolidating its position in the Russian market.