Salamander

History

2023: Munz Group buys rights to Salamander brand in Russia

Shoe seller Munz Group has bought the rights to the German brand Salamander in Russia and is now looking for new uses for the brand. This became known on December 1, 2023.

According to Kommersant, Munz Group has acquired the rights to the Salamander brand in Russia, Kazakhstan, Tajikistan, Uzbekistan, Belarus, Azerbaijan, Kyrgyzstan and Turkmenistan. According to experts interviewed by the publication, the German Salamander most likely lost interest in these markets, and given the history of the partnership between Munz Group and Salamander for several years, the deal could pass on special conditions.

Munz Group bought the rights to the German brand Salamander in Russia

According to Stanislav Kaufman, owner of the Kaufman brand agency, the brand remains popular among the middle-aged and older population. However, entering new categories will require competent marketing and investment in advertising.

In November 2023, Munz Group filed applications for the registration of Salamander Home and Salamander for Home brands. The list of products indicated in the application includes household and kitchen utensils, textiles, cosmetics.

Alexey Vanchugov, Managing Partner of Vanchugov & Partners, considers the Salamander shoe brand to be obsolete. At the same time, the expert admitted that the European brand "with competent marketing and investment in advertising" will again be in demand. After the departure of Western brands, no new strong and well-known brands appeared on the Russian home goods market, he said in a conversation with the newspaper (the article was published on December 1, 2023).

Munz Group is one of the largest companies in the shoe retail market in the Russian Federation. As of the fourth quarter of 2023, the company's portfolio also includes Thomas Munz, Lolli Polli, O2, BRIGGS, Bridget, Ara, Rieker, Lumberjack and other brands.^[1]

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