Retail RC (formerly Helly Hansen)

LLCRetail RC clothes footwear is the owner of a chain of multi-brand stores and MOVE®, which specialize in casual & sport style.

History

2022

Renaming and Change of Founder

On August 29, 2022, an entry about HELLY HANSEN RUSSIA AS LLC was excluded from the constituent documents of the company. The new founder was REDIG LLC.

On October 5, 2022, the company changed its name from HELLY HANSEN LLC to RETAIL RC LLC.

Rebranding in Russia

On July 19, 2022, it became known that the Norwegian clothing brand Helly Hansen had found a way to stay in Russia. The company rebranded in the country - stores began to be called "Hansen."

According to the Kommersant newspaper, citing its source, changing the name of stores can help the retailer resume deliveries in Russia if the company manages to negotiate with the brand owner, Canadian Tire Corp. According to another source from among retailers working with the brand, supplies from existing stocks have recently been restored, but it is still unknown whether the head office will resume deliveries to Russia or not (the publication was published on July 19, 2022).

Helly Hansen found a way to stay in Russia

According to experts interviewed by the publication, the parallel import scheme can hardly be applied to Helly Hansen, since the company controls European supplies through a distribution center in the Netherlands. The source also said that the Russian office is actively selling off stocks through marketplaces.

Changing the sign and not mentioning the brand from public space is the standard scheme of recent months for international retailers trying to avoid reputational losses, experts say. Nevertheless, this is more of a transition period before the closure of the outlet, and not a solution to the problem, they say.

According to Anna Lebsak-Kleimans, CEO of Fashion Consulting Group, if the company is able to establish deliveries of its collections, then against the background of leaving the market of other European brands, the retailer should expect a rise in sales.

Helly Hansen suspended online and offline sales in Russia in mid-March 2022 amid a Russian special operation to Ukraine. By July 19, 2022, the official website is not available in Russia.^[1]

Notes