Ikea left Russia, but a copycat has emerged. The real store may take action.

Ikea left Russia, but a copycat has emerged. The real store may take action.

Welcome to the World of Copycats: Good Luck Joins the Ranks in Russia

In a world where imitation is said to be the sincerest form of flattery, Russia seems to have taken it to a whole new level. The country has witnessed a surge of copycat stores mimicking popular Western chains. From “Stars Coffee” replacing Starbucks to “Tasty and That’s It” instead of McDonald’s, and even “Crimean Fried Chicken” in place of Kentucky Fried Chicken, the trend seems endless. The latest addition to this growing list is a store called “Good Luck,” posing as an Ikea clone, which has recently opened its doors in Moscow.

The real Ikea is not turning a blind eye to these duplicates. In fact, the company has stated that it will take necessary action to protect its trademark if required. While Ikea acknowledges the existence of these copycat stores, it makes it clear that it has no association with them. The Swedish giant is not alone in facing this issue, as other Western chains like Starbucks, McDonald’s, KFC, and Zara have also either exited Russia or sold their businesses in the country due to Vladimir Putin’s invasion of Ukraine.

With a Russian economy reeling from sanctions and a certain group of people eager to show defiance towards the US and its allies, the surge of copycats has become a phenomenon. The proliferation of these imitations reflects the changing dynamics and sentiments within Russia. Last year, when McDonald’s made its exit, the chain stated that it was inconsistent with its values to continue operating in Russia.

Good Luck is not the first Ikea clone to grace Russia. Swed House, a Belarusian chain, opened its first Russian store in April, with products resembling those of Ikea. Both Swed House and Good Luck claim to manufacture Ikea-like products using former suppliers of the Swedish company. However, the veracity of these claims is yet to be confirmed. The team behind Good Luck boasts previous experience working on Ikea retail development in Russia, with many retail employees having worked for Ikea before its departure.

Appealing to customers who miss the familiar interior design associated with Ikea, Good Luck urges potential buyers not to abandon their preferred aesthetic. On its website, the company takes a jab at Ikea’s fun Swedish names, claiming their products are just as good, with easier names to pronounce and remember.

Despite Good Luck’s efforts to replicate the Ikea experience, it falls short in comparison. The store is significantly smaller, spanning a mere 3,200 square feet, while Ikea stores typically occupy over 300,000 square feet. Another disappointment for Russian customers is the absence of a restaurant, meaning the iconic Ikea meatballs are still out of reach.

Currently, Good Luck mainly sells living room and bedroom items, as they haven’t found suppliers for bathroom and kitchen products. The store’s distinctive decorations differ from Ikea’s typical offerings. Soviet dictionaries grace the shelves of the model living room, while Russian penmanship exercise books adorn the desk in the model children’s room.

Despite the shortcomings in replicating the Ikea experience, Good Luck has ambitious plans for expansion. The company aims to open over 1,000 retail outlets across Russia within three years. Furthermore, it seeks to collaborate with other furniture businesses to fill the void left by Ikea. Official dealerships of the Good Luck brand can apply through a form on the company’s website. It is clear that Good Luck is not solely reliant on luck but is actively working towards establishing a strong presence in the Russian market.

While the rise of copycat stores in Russia may be seen as a quirk of the country’s current economic and political climate, it also raises questions about intellectual property rights and trademark infringement. It remains to be seen how this trend will evolve and whether Western companies will find a way to combat these imitations effectively.

In the meantime, visitors to Good Luck might find solace in enjoying a uniquely Russian twist on familiar brands. As one shopper told the Moscow Times, “This is not Ikea – period.”