Business

Gucci has registered a brand in Russia: what it means for the brand

The Italian luxury brand Gucci has completed the process of registering its trademark with the Russian Federal Service for Intellectual Property (Rospatent). This is reported by Russian media with reference to the relevant documents, Komersant ukrainskyi informs

It turned out that Gucci filed the application on June 2, 2023, and the date of state registration was February 18, 2025.

The right holder of the eponymous brand is Guccio Gucci, registered in Florence, Italy.

The application for the Gucci trademark was filed on June 2, 2023. The official registration was completed on February 18, 2025. The trademark is owned by Guccio Gucci, a company based in Florence, Italy, the historical cradle of the fashion house.

The trademark covers a wide range of goods and services according to the international classification. In particular, under the Gucci brand, Russia will be able to produce and sell

• clothing (dresses, jackets, swimwear, underwear);
• accessories (bags, hats, shoes);
• sporting goods (including punching bags)
• jewelry;
• tableware and cosmetics.

This registration allows Gucci to legally protect its intellectual property in the Russian market.

Why do brands register trademarks in Russia despite leaving the market?

Gucci’s registration with Rospatent raises questions, as the brand has not had a physical presence in Russia for almost three years.

A similar case occurred with the McDonald’s chain: in 2024, the company also applied for registration of its trademark in Russia, although it officially left the market in 2022. At the time, Russian media speculated that this could signal the brand’s return. However, McDonald’s clarified that such actions are standard practice to protect intellectual property. The company regularly renews rights to its trademarks around the world, even in countries where its business is inactive.

Experts assume that Gucci did the same. Trademark registration can be a strategic step aimed at preventing illegal use of the brand in Russia. This allows the company to maintain control over its intellectual property even if it does not plan to return to the market in the near future.