Aussie surfwear behemoth Billabong has announced it is opening stores in Moscow and St.Petersburg, Russia. This continues the expansion of this Australian firm into markets further and further away from the sun and surf of Queensland.
Russia is a BRIC and the 11th largest economy in the world. This certainly makes it attractive to any vendor of consumer products. As an economy embracing consumerism at breakneck speeds (after years of brand deprivation), it is clear why Billabong has entered the market. The question remains whether surfwear is an appropriate product offering to a cold country with little accessible (or warm) coastline.