Relish

2022: Brand Launch

Dmitry Azarov, co-owner of the Russian division of the British network Lush, launched his own cosmetics brand - Relish. For this, the entrepreneur at the end of August 2022 established the List company in Moscow, according to the Unified State Register of Legal Entities.

The list of products to be produced under the Relish brand includes soaps, creams, shampoos, shower gels, lotions and more. On HeadHunter, vacancies for cosmetic welders in Domodedovo, Moscow Region, appeared in the profile of the Russian division of Lush.

Co-owner of Lush launched its own brand

Pyotr Bobrovsky, executive director of the Association of Manufacturers of Perfumes, Cosmetics, Household Chemicals and Hygiene, believes that Relish is more logical to start with cosmetic products that are easy to produce. He doubts that the division has been handed Lush cosmetics formulas, which means it will have to attract "significant investment."

Bobrovsky notes high competition in the cosmetics market, especially in the "natural" segment. Marina Malakhatko, head of the retail department at CORE.XP, adds that the new brand will have to think over a development strategy, since goods in the same price category as Lush are unlikely to be successful.

Olga Antonova, partner, head of the retail real estate department at the Commonwealth Partnership, notes that Lush has not had analogues in Russia for a long time. And the head of the retail department of CORE.XP Marina Malakhatko adds that the new brand will also have to carefully build a development strategy. So, according to her, new products will not be able to be sold in the price category in which Lush was present.

The British cosmetics chain Lush in March 2022 suspended the supply of products to Russia due to the military operation in Ukraine. Azarov noted that this will be the "end" of the business if supplies do not resume. According to Kommersant, Lush considered opening stores under a different sign, where the goods of the British brand and cosmetics of other manufacturers were to be sold.^[1]

Notes

Шаблон:Remarks