Auchan has applied to register a new logo in the context of a possible exit from Russia

According to the application, Auchan LLC wants to register a new trademark in ICGS classes 03, 05, 16, 28, 29, 30, 31, 32 and 35. The list of products includes food, cosmetics, soft drinks, toys, etc.

Filing an application to register a logo may be part of a general rebranding of the company, which affects all markets in which it operates, including the Russian one, noted Olga Bondareva, founder of the Ezybrand patent office. In his opinion, this could also be a precautionary measure.

“The registration of a new logo serves as a “safety net” against the acquisition of the brand by local entrepreneurs. For example, the trademarks of other giants that were among the first to leave Russia are still valid: Nike, Adidas and others,” the patent attorney stressed.

Bondareva noted that if the company is sold, the company will be able to allow the new owner to use the logo under the terms of a licensing agreement. “However, Auchan will most likely immediately ban the use of both the old and the new brand, and the acquirer of the assets will have to change the sign, as was the case with McDonald’s and Tasty, period,” said the expert.

The press service of Auchan Retail Russia informed RB.RU that the company is developing a line of products for children from 3 to 10 years old under the Auchan Red Bird Kids brand. “The main feature of this line is the Little Bird character, who will be present on each packaging of the line of children’s products,” they noted.

The company also recalled that Auchan Retail Russia already has 16 own brands, covering food and non-food categories, and a total of more than 7.5 thousand product names.

• On October 24, two publications reported that French company Auchan had decided to leave the Russian market. According to La Lettre, the company is in the final stages of negotiations with a local buyer, whose name has not yet been revealed. Le Figaro’s source clarified that the reason for the company’s departure from Russia was “the deterioration of business conditions in the local market.”

• The press service of Auchan Retail Russia, in response to a request from RB.RU, neither confirmed nor denied Russia’s departure, noting that they do not comment on “rumors on the market.”

• The next day, Kommersant sources reported that Auchan was considering two scenarios: transferring the Russian business to management or selling it to a large retailer. Potential buyers include Lenta, Magnit and X5 Group. Lenta and X5 Group declined to comment, while Magnit said negotiations were not ongoing.

• Auchan Retail Russia is a division of the French Auchan Retail, part of the ELO group (formerly Auchan Group) of the Mulier family. The company has been operating on the Russian market since 2002. The main control is carried out through Auchan LLC. According to Rusprofile, in 2023 Auchan LLC’s revenue decreased by 5%, amounting to 226 billion rubles, and net profit decreased by 90%, to 460 million rubles.