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Foreigners are drawn to Russia
12.03.2012 2324

Foreigners are drawn to Russia

The expansion of foreign chains to Russia, which had stopped during the crisis, resumed last year with renewed vigor. And the newcomer chains on the domestic market have serious development plans in the near future. 

According to estimates by CB Richard Ellis, the world's largest consultant in commercial and other real estate, the Russian capital is included in the top five short list of the most attractive cities for retailers for the second year in a row. This is despite the fact that according to estimates by the Economist Intelligence Unit for the 2011 year, Moscow in terms of quality of shopping takes only the 19-place among the largest cities in Europe, inferior, including to the capitals of Eastern European states. 

The fact is that nowhere in Europe are so many shopping centers being built as in our country, although the pace of construction is no longer the same as before the crisis. Nevertheless, 35% of global retailers (out of 178 market giants surveyed by CB Richard Ellis) intend to strengthen their positions in 2012 by opening stores in Russia. According to European statistics, more than 41% of transnational networkers are already represented in Russia. For comparison, in the leading UK on this issue, there are 57,6%. As you can see, on the one hand, the numbers are quite comparable, on the other hand, there is a gap and it can be filled. Last year, the American Eagle Outfitters brand (USA) entered the Russian market - the first three stores appeared in Moscow (in the Afimall City SEC, Evropeyskiy SEC and MEGA Khimki SEC). 

In 2011, Victoria 'Secret stores first appeared in the Russian capital - in the Mega Teply Stan shopping and entertainment center, Kapitoliy on Vernadsky, Mega Khimki and Evropeyskiy. The DKNY brand has opened two stores in Russia (in the Vremena Goda gallery and the Metropolis shopping and entertainment center). The Banana Republic brand (USA) entered Moscow in the Afimall City shopping center and intends to expand its network in this city. Last fall, the British brand of outdoor clothing Berghaus, one of the five largest world brands in the outdoor segment, was launched at Mega Belaya Dacha. The rights to develop the Berghaus branded network in Russia belong to the LVB company. (The current Berghaus has nothing to do with the Dutch casual clothing brand of the same name that operated stores in the center of Moscow in the early 2000s). The Spanish chain of stores selling children's toys Imaginarium recently opened several stores in the best shopping centers in Moscow. The brand was brought to the Russian market by Ideas4retail. Soon it will bring the stores of the British chains Hamley`s and Mamas & Papas to Russia. Brands that had delighted their connoisseurs several years ago began to return to Moscow last year. Thus, the Canadian lingerie manufacturer La Senza, which appeared in Evropeyskiy in 2007, but then left it, made a second attempt last year, but this time in the Kapitoliy mall on Vernadsky Avenue. La Senza will soon appear in the center of Moscow and in Afimall City. 

In 2011, eight years later, he returned to the Russian market, more precisely - to the capital market - the French Connection brand, famous for its shocking slogans. In autumn, the Okhotny Ryad shopping center opened a women's boutique of the brand, and a full-fledged store opened in Metropolis. And the famous Diesel, in addition to returning to Moscow, was marked by the opening of its first store in Krasnodar. By the way, not only Diesel began the development of Russia from several cities at once. So, Desigual (Spain) opened two stores in Moscow (SEC "MEGA Belaya Dacha") and St. Petersburg (SEC "Gallery"). Dorothy Perkins (Great Britain) entered immediately three cities: Moscow (Europark shopping center), St. Petersburg (Gallery shopping center) and Voronezh (Grad shopping center). And the plans of many Western clothing brands to consolidate on the Russian market in 2012 are very impressive. For example, Olsen plans to open at least 25 points of sale and increase sales at a level that exceeds 2011. 

In the coming year, the focus will be on the opening of mono-brand stores and on the shop-in-shop format. A well-known Swedish brand H&M will open 5 stores this year - in the Mega shopping centers in Yekaterinburg, Nizhny Novgorod, Samara, St. Petersburg (Mega Parnas) and Ufa. Gap will open its third store in St. Petersburg. Among the new brands for the Northern capital, the imminent appearance of the Man & Manetti men's clothing store (Greek concept, Italian design), the Thomas Sabo jewelry and bijouterie boutique (Germany) can also be noted. Previously, these brands in Russia were represented only in Moscow. Also in St. Petersburg in 2012, several new operators of children's goods will appear at once: in particular, Clayeux, Playtoday, Lapin House. The magazine "Trade Practice" writes about this.
The expansion of foreign chains to Russia, which had stopped during the crisis, resumed last year with renewed vigor. And the newcomer chains in the domestic market have serious development plans in ...
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