Russia · Fashion · Marketplaces
Enter Russia without burning a season on the wrong move.
Independent market intelligence for foreign fashion brands launching on Ozon and Wildberries. Primary-sourced data from AKIT, ProFashion, Ozon IR and customs. No agency upsell.
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What we publish
Russia Fashion Entry 2026
50-page operational guide: marketplace choice, customs, seasonality, supplier matching.
Free deep-dives
Long-form analysis with primary sources. Updated as the market shifts.
1:1 strategy calls
For brands beyond the playbook. Fixed-scope or retainer.
Common questions
Can a foreign brand still sell in Russia in 2026?
Yes. Sanctions originate from the foreign brand's government, not Russia, and most non-Western countries (Turkey, China, UAE, India, Vietnam, Brazil) have no restrictions on selling to Russia. The legal channel through Ozon Global and Wildberries cross-border is fully open and growing — Ozon ended 2025 with over 100,000 Chinese sellers, up from 10,000 in 2022.
Do I need a Russian legal entity to sell on Ozon or Wildberries?
No. Both platforms run cross-border seller programs (Ozon Global, WB cross-border) that let foreign-registered businesses sell into Russia from abroad. Payment is in foreign currency to a foreign bank account. A Russian legal entity is only required if you want full-strength domestic onboarding with FBO storage on Russian warehouses.
What is the fastest way to validate Russia as a market?
Order the Playbook (Lite — $497) to get the 2026 calendar, marketplace mechanics and seasonality. Run one S-tier launch on Ozon Global as a cross-border test from your existing logistics. Two cycles (one FW + one SS) give you enough data to decide whether to commit to domestic infrastructure.
Which marketplace should I launch on first?
Ozon if your brand has equity to protect: richer storefront tools, more transparent advertising, premium buyer skew. Wildberries if you compete on price in mass-market apparel: largest fashion audience, lowest commissions in basic categories. The Playbook walks through the choice in detail with a decision matrix.
More questions? See how we research or contact us.