ROMA – More than 30 years ago, with the end of the Soviet Union, their slow conquest of a market – the Russian one – up to that point essentially closed to Western companies began. Now, with Moscow’s brutal aggression on the borders of Ukraine, the big EU and US brands have begun their retreat. The last in chronological order today was Ikea. The Swedish furniture giant has announced the suspension of all activities in Russia and Belarus.
“The war has a huge human impact and also causes serious disruptions to the production and commercial chain, which is why the group companies have decided to temporarily suspend Ikea’s activities in Russia,” the group said in a statement. it boasts 15,000 employees, 17 stores and three production plants. A decision, that of the company, also accompanied by a donation of over 400 million Swedish kronor (about 37 million euros) to help people forced to flee due to Russian aggression.
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Yesterday the Swedish fast fashion giant bade farewell to Moscow H&M who had announced a “temporary” suspension of sales in the country, which represents the sixth largest market, saying he was “worried about the tragic developments in Ukraine” and expressing “closeness to all the people who are suffering”. Tuesday was the turn of Apple. The Cupertino giant had announced the suspension of the sale of all its products in Russia in response to the Ukrainian invasion, also stating that it wanted to stop all exports of its products to Russia and limiting the use of Apple Pay and other services. Doors closed on the App Store for RT and Sputnik, Moscow propaganda channels, recently “turned off” in Europe by the European Union
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A move that aligns with what has already been done overall by Big Tech. With Youtubea brand of the Google galaxy, which has chosen to block the two channels on its platform while a similar measure has been adopted by Meta (Facebook) and Twitter. Partial folding also for Netflix, which has instead suspended all its future projects in Russia. “Netflix is evaluating the situation,” a Variety source said. The releases in Russian cinemas of major American productions have also been suspended Warner Bros, Disney e Sony. Among these, the latest chapter of Batman, out this Friday and instead suspended indefinitely. In recent days, even more energetic initiatives had invoked the minister for digital transformation of the Ukrainian government Mykhailo Federovwhich had asked the digital giants to suspend their operations in Russia.
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