Melon Fashion Group will expand the assortment matrix of its brands
One of the leaders in the Russian segment of fashion retail, Melon Fashion Group, which owns the brands Zarina, beefree, Sela, Love Republic, is going to open 250 stores in the areas of fashion brands that have left Russia. The company also announced the expansion of the assortment matrix of its brands, writes RBC.
Since the end of February, about 100 foreign fashion brands have suspended their work in Russia. Melon Fashion Group considered this a challenge for the company, the Russian retailer almost immediately announced its readiness to take over the staff of retail chains that had suspended work. In addition, according to Development Director of Melon Fashion Group, Igor Maltinsky, since March, the transformation of the company has begun, which concerns “a fairly large number of product groups”. Thus, in the range of women's clothing brand Zarina, a category of men's clothing will appear, under the befree brand, in addition to women's clothing, underwear, sportswear and shoes will be presented. The baby 0+ category will return to the assortment matrix of the Sela brand, which was already present in its assortment at the dawn of the development of this brand.
In connection with the expansion of the assortment matrix of brands, the retail space of Melon Fashion Group stores will also be increased. The new area of Zarina stores will be 600-800 sq. m (now - 300 sq. m), befree - up to 2,5 thousand sq. m. m (now - 500 sq. m), LoveRepublic - 500-700 sq. m. m, Sela - 700-900 sq. m (both brands are now 300 sq. m each).
Melon Fashion Group was founded in 2005 in St. Petersburg, as a result of the “reboot” of the Pervomayskaya Zarya factory. The company operates four clothing brands: Zarina, befree, Love Republic and Sela. According to its own data, MFG's revenue in 2021 reached 37,5 billion rubles, which is 49% more than the results of the previous year. EBITDA increased by 38% and amounted to RUB 8,6 billion. The net profit of the group is 3,5 billion rubles. The total number of retail facilities under the Zarina, befree, Love Republic and Sela brands at the end of 2021 amounted to 845. The total retail space reached 227 thousand square meters. m.
One of the leaders in the Russian segment of fashion retail, Melon Fashion Group, which owns the brands Zarina, beefree, Sela, Love Republic, is going to open 250 stores in the areas of those who have left…
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