New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
SOHO Fashion continues to grow and develop in the Russian footwear market, and in 2025, the leading distributor's brand portfolio added a new one - the legendary Beverly Hills Polo Club (BHPC). This is an international brand that has become a symbol of the American lifestyle, freedom and style. Founded in the 1980s, it was inspired by the spirit of polo sport, which is associated with elitism, aristocracy and an active lifestyle.
BRAND HISTORY
Beverly Hills Polo Club was created in 1982 in the USA. Its founders were inspired by the culture of polo sport, which is traditionally associated with luxury and sophistication. However, BHPC decided to make this style accessible to a wider audience while maintaining its elitism
spirit.
The name refers to the famous club of the same name in California, founded at the beginning of the 20th century and playing a leading role in the development of this sport in America.
Over time, the brand has expanded beyond the United States and become popular in Europe, Asia, Latin America and other regions. Today, it is one of the most recognizable brands in the world, associated with the American lifestyle, elegance and glamour of the famous Beverly Hills area.
BRAND PHILOSOPHY
Beverly Hills Polo Club — not just clothes and shoes, it’s a whole culture. The brand is inspired by the ideas
freedom, self-confidence and the desire for new horizons. His philosophy is based on
several key principles:
- Active lifestyle. BHPC promotes sport, travel and adventure.
- American style - a combination of classic elements of American fashion with
- modern trends.
- The availability of luxury. BHPC makes exclusive polo style accessible to a wide range of consumers
- audience.
The brand's design is easily recognizable thanks to the logo depicting a rider on a horse -
symbol of the polo. This element has become the brand's calling card and emphasizes its connection with the world
sports and luxury.
LEGACY AND FUTURE
Beverly Hills Polo Club continues to evolve while remaining true to its roots. The brand regularly updates its collections, introduces new technologies and expands its presence in the international market. At the same time, it maintains its philosophy, which makes it unique.
Today Beverly Hills Polo Club – it’s not just a brand, but a whole culture that unites people
all over the world.
POPULARITY AND GLOBAL PRESENCE
Company has gained popularity all over the world due to its unique style and affordability. The brand's products are presented in more than 70 countries, and the products can be found both in brand stores and in large retail chains.
Beverly Hills Polo Club is suitable for those who value quality, comfort and unique design and continues to inspire its fans every year, confirming its status as one of the most recognizable brands in the world.
SPRING-SUMMER 2025 COLLECTION
When creating the new shoe collection, the brand's designers were inspired by current trends, combining modern materials and unique silhouettes in one project. The range includes a variety of models from ultra-fashionable sliders to classic retro sneakers and stylish trainers.
The collection's color palette harmoniously combines traditional spring-summer shades: sky blue, deep blue and pure white - with current trendy tones. The men's line is made in subdued shades of khaki and dark blue, while the women's collection pleases with delicate lavender accents. The shoes are given a special charm by polyurethane inserts in metallic colors - rose gold and silver, which add modernity and shine to the image.
The collection combines natural hypoallergenic materials such as cotton-based canvas and innovative technological solutions borrowed from sports brands: wear-resistant polyurethane and Air Mesh textile. For example, the lining of the sneakers, made of high-tech Air Mesh textile, reminiscent of a 3D mesh, not only provides optimal ventilation, but also effectively prevents moisture, making the shoes comfortable even with prolonged wear throughout the day.
Beverly Hills Polo Club continues to follow its philosophy, creating unique branded sneakers that are ideal for casual style. Comfort and style are not just words, but reality, embodied in each pair of shoes.
Beverly Hills Polo Club shoes are the choice of modern, active people who value not only fashion but also comfort in their wardrobe.
SOHO Fashion is a regular participant of the Euro Shoes premiere collection exhibition
Clarks: 200 years of quality, style and innovation
Spanish footwear brand JOSE SAENZ debuts at Euro Shoes
Rendez-Vous has relaunched its wholesale business
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
PETER KAISER IS BACK! The oldest shoe brand in Europe will again be presented in Russia, Caprice Vostok CEO Viktor Kunz spoke about this in an exclusive interview with SR
Euro Shoes@CAF will be held in Almaty from March 10 to 12
Almaty is preparing for the opening of the main event of the fashion industry in Central Asia - the 35th international fashion exhibition CAF (Central Asia Fashion), which is already being held for the fourth season in cooperation with the largest Russian international shoe exhibition Euro Shoes.
New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
SOHO Fashion continues to grow and develop in the Russian footwear market, and in 2025, the leading distributor's brand portfolio added a new one – the legendary BeverlyHills Polo Club (BHPC). This is an international brand that has become a symbol of the American way of life, freedom and style. Founded in the 1980s, it is inspired by the spirit of polo sport, which
associated with elitism, aristocracy and an active lifestyle.
The cyclicality of fashion and its impact on the financial results of the fashion business
Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
Rendez-Vous has relaunched its wholesale business
Now the discount on the assortment is up to 65% of the retail price.
Euro Shoes starts on February 18th in Moscow!
The main international exhibition of footwear and accessories will be held in Moscow at the Expocentre from February 18 to 21. The exhibition will present collections of leading European brands, both well-known in our market and new names!
Spanish footwear brand JOSE SAENZ debuts at Euro Shoes
The young and ambitious Spanish brand of women's footwear JOSE SAENZ will present its collection for the first time at the international footwear exhibition Euro Shoes in Moscow.
How to Conduct an Effective Strategy Session for a Shoe Business?
Every business owner imagines a cloudless future for their company something like this: high profits, ideal employees, loyal customers, competitors biting their elbows, and market conditions that are favorable specifically for their company. Want to get closer to your dreams? Turn them into goals, says fashion business management and development expert and regular SR contributor Maria Gerasimenko. And achieving any goals requires developing a strategy. Today, it is important to understand that strategy is vital for any business - from microenterprises to large holdings.
The 35th Euro Shoes exhibition took place in Moscow!
Last week, the 35th international exhibition of footwear and accessories Euro Shoes Premiere Collection took place in Moscow. The four days of the event were intense and productive. Euro Shoes organizers noted an increase in the number of visitors to the exhibition compared to the previous edition in 2024.
Shoe factories in Russia are closing one after another
The shoe industry in Russia is in a severe crisis situation. A number of Russian shoe manufacturers have announced the cessation of their activities this year.
Heading towards Moscow - development of the MASCOTTE chain in a new concept
The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
Sales through marketplaces. Growth points and pitfalls
Over the past few years, marketplaces have been actively growing, taking away share from offline retail. And shoe brands are eager to sell their products through these online platforms, hoping to earn a lot more and scale their business. Marketplaces really take on a lot (issues of logistics, delivery, returns, promotion in search engines), but everything is as ideal and rosy as it seems to beginners. Inexpensive traffic and regular sales come at the cost of risks and fines. SR expert in sales management and strategic development of fashion brands, business consultant Daniya Tkacheva talks about growth points and pitfalls of working with marketplaces.
Trade equipment in a modern shoe and accessories store
For a very long time, commercial equipment was a purely utilitarian item of store interior. But those days are long gone, and today retail equipment is not just shelves, racks, tables, but one of the effective tools of visual merchandising, an integral part and reflection of the concept of retail design. In the previous issue (Shoes Report, #199), SR’s resident expert in the field of store building and commercial display design, Marina Polkovnikova, examined the main trends in retail design, which, in her opinion, shoe stores should pay attention to. These are minimalism, monochrome, natural and environmentally friendly materials in the design of shop windows and retail space, inclusivity and safety. These trends will be relevant in the next few years. Continuing the topic started, in this article Marina Polkovnikova gives recommendations on how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, a comfortable atmosphere for customers that encourages them to make purchases.
Current techniques in lighting a shoe store
Today, walking through the galleries of shopping centers, we see a variety of formats of offline stores. New concepts of retail spaces attract with an individual, memorable design. In a certain sense, they are an element of the show, a tool through which the buyer receives a new and interesting experience. Together with SR expert in the field of lighting technology in retail, Tatyana Ryzhova, we will look at current lighting design techniques for modern shoe stores, which we will see more and more often in new retail outlets in the near future.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
What decorative items can be used as retail equipment to effectively present shoes and bags?
More and more often, when we enter a fashionable clothing or shoe store, we see that for the presentation of goods they use objects that are unusual for a retail space - books, paintings, vases, mirrors... In previous issues with SR's resident expert in the field of visual merchandising, store building and commercial display design With Marina Polkovnikova, we analyzed current trends in store design, and in shoe retail in particular, for the next few years. The expert told how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, an atmosphere that is comfortable for customers and encourages them to make purchases. Continuing the topic started in the two previous issues, now let’s look at what other ways there are to update your store without changing it globally.
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?