As the Russian sporting goods market still struggles to fill the gaps left by Western players’ departures, it attracts the attention of new players. Mixit, a Russian beauty brand, has announced plans to launch its sports brand Made. Mixit runs 20 stores nationwide and sells beauty products through numerous retailers and marketplaces. The company keeps its lips tight about its development plans in the new segment. Mixit only revealed that it intends to sell sporting clothes and outfits.
Alexey Andreev, General Director of the Russian branding agency Depot, assumed that the company may find registering the Made trademark in Russia difficult since the “made in” mark is on virtually every product.
Mixit is not the first Russian beauty brand to set its sights on the sporting goods segment. Letual, a prominent beauty goods retailer, registered a 60 percent hike in sporting goods sales in the first half of 2024 compared with the previous year. The company kicked off sales of sporting goods as an experiment a few years ago and generally remains satisfied with its results. As of today, it offers 1,130 SKUs of sporting goods from 55 Russian and foreign brands.
