Flagship stores have become a key element in promoting fashion brands.

Flagship stores in Russia are becoming a key tool for brand development: 34 stores were opened in 2025, the report notes. NF group. 

The flagship formats range from intimate spaces of less than 100 square meters to large-scale areas over 1000 square meters. Compact spaces up to 100 sq. m account for only 9% of flagship stores, while the 100–250 sq. m format already accounts for 33%.

But the success of a flagship store is determined not by the size of its space, but by its expressive design, thoughtful interior, unique product range, and high level of service.

FIRST IN SPACE at the Paveletskaya Plaza shopping center occupies only 96 square meters, but its intimate art gallery-style design creates a vibrant visual experience. Flagship stores focused on offering the widest possible selection tend to be larger, with floor space exceeding 1000 square meters. For example, the Rendez-Vous flagship at the Salaris shopping center boasts ample space to stock 30 items, providing customers with access to the entire product line.

Architectural solutions for modern flagship stores are becoming a key tool for creating a truly unique customer experience. For example, at NUDE STORY on Kuznetsky Most, the six-meter vaulted ceilings and arched display windows create an image that blends elements of a fashion house, a digital gallery, and an Italian palazzo.

Key accents include a digital chandelier, a stone "carpet" with a waiting area, and built-in media panels broadcasting brand content. 

Another example is the Nuself boutique on Bolshaya Nikitskaya: its interior, inspired by French and Belgian aesthetics, with Versailles-style parquet, marble floors, and ribbed glass, creates the atmosphere of the brand's "living room." 

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The 19th-century building holds a special history: once a gathering place for the Silver Age intelligentsia and a bakery, it now welcomes visitors with fresh pastries, coffee, and a library of books on fashion and art. Thus, through its architecture and thoughtful service, the modern flagship store offers not just merchandise but a multifaceted cultural experience, strengthening the customer's emotional connection with the brand.

Service at flagship stores is also reaching a new level, with personalized service formats and additional services being developed. For example, Chemiserie in St. Petersburg offers stylist and atelier services, while Kirovskaya Fur Factory offers the opportunity to create a custom fur garment with a designer, choosing the materials and details that best suit your needs.