Ukrainians express exaggerated joy and satisfaction as major retail brands leave the Russian market. Brands, in their turn, do everything to show the support they give the troubled nation. But after the initial PR advancement companies generally meet the harsh reality: Russian market is crucially important. What do the companies do then? They silently return back to business with Russia.
Pandora jewellery, a Danish jewellery manufacturer and retailer was ‘horrified by atrocities of the war’ and ceased all ties with Russia, according to numerous releases:
Ukrainians celebrated a victory and posted it as proof of the worldwide support of their just cause. It’s rather naive view.
In fact, Pandora Jewellery Retail (like many others) just performed a small technical adjustment. Every piece from Pandora’s spectrum of jewellery is available in Russia, one click away.
The site https://pandorarussia.ru/ seems to be offline. However once accessed from Russian IP it works fine. The shop is secretly running in full mode.
The truth is there are no companies that will tolerate sacrificing somewhat 5 to 25 percent of their sales by leaving Russia. It’s a major market. For Pandora, it’s 20 percent of sales. Danes will rather abandon Ukraine than leave Russia to Chinese and local brands.
