Factbox: The Great Rebrand: Western companies reborn in Russia under new names

Factbox: The Great Rebrand: Western companies reborn in Russia under new names

May 20 (Reuters) – McDonald’s Corp (MCD.N) is selling its restaurants in Russia to one of its current local licensees, who will reopen the branches under a new name yet to be determined – the most high-profile brand change so far. day companies emerging from Russia. Read more

Dozens of Western brands have said they intend to exit the market, avoiding any association with Russia’s large-scale military campaign in neighboring Ukraine.

Here are some new names that have popped up:

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The “big four” accounting and consulting firms of the world have severed their ties with Russia. In three cases, the Russian unit has already been renamed.

PricewaterhouseCoopers LLP (PwC) said the successor to its Russian subsidiary will be called Technologies of Trust.

“While it can take years to establish trust and develop an impeccable reputation, they can be undermined overnight,” Technologies of Trust said.

Deloitte’s former Russian business is becoming “Business Solutions and Technologies,” according to a May 18 regulatory filing by one of its top Russian clients, mobile operator MTS.

EY’s former Russian unit has been relaunched as Audit Technologies and Solutions Center – Audit Services, according to its website.

KPMG announced in March that its 4,500 partners and employees in Russia and Belarus would leave the KPMG network.

“All formal aspects of the interaction will be worked out with each client individually,” he said on March 7, without specifying whether the business would be relaunched under Russian control.

PwC had no further comment. Deloitte, EY and KPMG did not immediately respond to inquiries.


Zurich Insurance (ZURN.S) said on May 20 that it had agreed to sell its Russian business to local team members, who would operate the business under a different brand, but did not disclose the new name. Read more

The Russian unit of law firm Bryan Cave Leighton Paisner relaunched under Russian management on April 6 as ALUMNI Partners.


Commercial real estate giant CBRE has left Russia, ending its partnership with two affiliated companies. CBRE’s former Russian unit said existing managers would take over the business, which would operate as CORE:XP.


French automaker Renault is set to sell its majority stake in automaker Avtovaz (AVAZI_p.MM) to a Russian scientific institute, reportedly for just one rouble, with a six-year buyout option – leaving the door open for a return.

The Renault Russia factory in Moscow will stop making Renaults and will be renamed Moscow Automobile Factory Moskvich, resurrecting the Moskvich (Moscow) brand, which last appeared on new Russian cars two decades ago. Read more


Polish retail company LPP (LPPP.WA) said on May 19 that it had decided to sell its Russian company, RE Trading, to a Chinese consortium, without “any right to use trade names and trademarks clothing belonging to LPP”. Read more

The TASS news agency said the previous signage would be gradually replaced by new logos. Images on social media on May 20 showed one of LPP’s Sinsay stores already displaying the new brand – Sin.

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Reuters Editing reporting by Kevin Liffey and Mark Potter

Our standards: The Thomson Reuters Trust Principles.

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