Skip to main navigation menu Skip to main content Skip to site footer

Factors of Developing International Retail Chain Brands in the Regions of the Russian Federation


The development of international and local (federal) retail chains is significant for the development of the country's economy in the modern context. It can be stated that the problems of the retail chain development are reviewed in applied aspects more successfully than in theoretical aspects, which reinforces their urgency. This article is devoted to the factors of international retail chain development in Russia by regions, including Moscow and St. Petersburg. The authors cite the development of outlet centres in the Russian regions and the quality of retail space as factors with a considerably e influence on the international retail chain development. The developers' task is to intensively develop the construction of outlet centres in cities with a million-plus population, ensuring that retail chains, primarily international ones, become anchor tenants. The reason is that anchor tenants become centres of attraction that provide rental of retail space (usually from 5% to 15% of the total area of the outlet centre) and offer a wide range of goods to the outlet centre visitors at attractive prices. The purpose of this article is to study the factors of international retail chain brand development in the regions of the Russian Federation and to establish a connection between the opening of outlet centres and the development of global retail chains. To this end, the statistical data presented in the JLL 2015 Report and official statements of authorised representatives and agencies regarding the development of retail chains were analysed. It is suggested that a close relationship between the opening of outlet centres and the development of international retail chains in the regions of the Russian Federation will be established during the analysis, including the classification of cities for the development of global retail chains due to the effect of various factors.


International Retail Chains, Federal Retail Chains, Retailers, Outlet centres, Retail Floors, Street Retail, Mass Market, Developer.



Akhmedzyanova, R.V. (2014). International experience in the development of retail chains. Bulletin of Tyumen State University: Socio-Economic and Legal Research, 8, 85-92.
Bekker, E.I., & Gornostaeva, Zh.V. (2011). Development of retail chains in the Russian Federation. Business in Law, 6, 175-178.
Borovikov, M. (2017). FMCG-2017: Market dynamics, player plans and key trends. Retrieved November 24, 2018 from
Cheglov, V.P. (2016). Integration of trade in Russia: Theory and practice. Moscow: Prospect.
Chernysheva, A.M., Kalygina, V.V., Kosyakov, M.A., & Mareeva, M.A. (2016). Optimization of the sales plan of the industrial enterprise in market conditions. Journal of Advanced Research in Law and Economics, 7(1), 32-39.
Deloitte. (2018). Global Powers of Retailing 2018. Retrieved November 24, 2018 from
Dolega, L., Pavlis, M., & Singleton, A. (2016). Estimating attractiveness, hierarchy and catchment area extents for a national set of retail centre agglomerations. Journal of Retailing and Consumer Services, 28, 78-90.
Federal State Statistics Service. (2018). Dynamics of retail trade turnover of food products, including drinks, and tobacco products, non-food products. Retrieved November 24, 2018 from
Fligstein, N. (2013). Market Architecture: Economic Sociology of Capitalist Societies of the 21st Century. Economic Sociology, 3(14), 64-95.
Gilbert, D. (2005). Retail Marketing Management. Moscow: INFRA-M.
Hannan, M, & Freeman, J. (2004). The population ecology of organizations. Bulletin of St. Petersburg University: Management, 3, 51-83.
JLL. (2015). Destination Russia 2015. Analysis of the presence of 250 federal and international brands in the main cities of Russia. Retrieved November 24, 2018 from
Lazarev, V.A., & Yakushev, D.S. (2012). Classification features of local retailers. Retrieved November 24, 2018 from
Leonov, D.I., & Burmistrov, M.B. (2012). Problems and opportunities of own trademarks of retail networks in Russia. Brand management magazine, 1, 18-38. (n. d.). Retrieved November 24, 2018 from
Matuzenko, E.V., & Gorelova, I.E. (2014). Current trends in the development of retail chains. Bulletin of Belgorod University of Cooperation, Economics and Law, 4, 115-120.
Mikheev, G.V., & Derkacheva, E.A. (2016). FMCG sector: Management of development and marketing adaptation. Scientific works of KubGTU, 13, 179-192.
Picot-Coupey, K., Viviani, J.-L., & Amadieu, P. (2018). Determinants of retail store network expansion via shop-in-shops. International Journal of Retail & Distribution Management, 46(10), 915-943.
Press Release. (2018). Overview and development prospects of the Russian retail market in 2018-2019: purchasing power is declining, foreign networks are losing the market. Retrieved November 24, 2018 from
RBC Research. (2015). Retail chains selling food and related products (FMCG) in Russia 2015. Retrieved November 24, 2018 from
Retail & Loyalty. (2017). Russian retail in 2017: The long-awaited “thaw” after a long winter. Retrieved November 24, 2018 from
Richards, T.J., Hamilton, S.F., & Yonezawa, K. (2018). Retail Market Power in a Shopping Basket Model of Supermarket Competition. Journal of Retailing, 94(3), 328-34.


Download data is not yet available.