Updated beefree store to open in October in St. Petersburg
In October, the store of the Russian fashion brand befree will open in the St. Petersburg shopping center "Piter Raduga" in an updated concept on an area of more than 1 sq. The store will take the place of the closed Adidas and Reebok stores.
The refurbished befree is a large format store that will feature an expanded range of menswear, sportswear and homewear, including a large plus size line as well as shoes.
The interior of the store has become more restrained: it is a techno-style minimalism with gray concrete walls and neon signs. Also, the updated store will feature brand collections created in collaboration with popular creative associations and contemporary artists.
SEC "Piter Raduga" is a large shopping and entertainment complex located in the Moskovsky district of St. Petersburg. “We are confident that the befree store will harmoniously complement the tenant mix of our complex, occupying its niche and finding its buyer,” says Steven Anthony Herman, director of the Peter Raduga shopping and entertainment center. “We are pleased that our complex is a platform for opening flagship stores of major Russian and international brands.” The deal is brokered by Nikoliers.
Befree included in the portfolio of brands Melon Fashion Group, which also owns such fashion brands as Zarina, Sela, Love Republic. Melon Fashion Group was founded in 2005 in St. Petersburg, as a result of the “reboot” of the Pervomayskaya Zarya factory. 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 brands Zarina, befree, Love Republic and Sela at the end of 2021 amounted to 845. The total retail space reached 227 thousand square meters. m.
In October, the store of the Russian fashion brand befree will open in the St. Petersburg shopping mall "Peter Raduga" in an updated concept on an area of more than 1 sq. The store will take the place of the closed Adidas stores and…
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