The Telegraph network was divided into two retail projects
27.02.2024 1137

The Telegraph network was divided into two retail projects

Shareholders of the Telegraph chain of department stores of Russian designers disagreed on the operational development of the business. After the business division, part of the department store chain rebranded and changed its positioning. Under the new name “NAMES” the chain stores will operate in the Afimall City shopping center, Novaya Riga Outlet Village and VEGAS Crocus City. 

The area of ​​Department Stores operating under the new brand is 2 m². Average bill - 12 thousands rubles Today, the IMENA department store chain already cooperates with more than 150 fashionable Russian brands, including Akhmadullina Dreams, Mollis, Scandalis, Ritmika, You, Chaika, Anna Pekun and others. More than 15 thousand buyers.


«The name “NAMES” contains several meanings and conveys the main meanings of the brand development strategy. First, our names  these are our guests. We know by sight, love and value our clients. Secondly, names  these are our brands. We don’t just work with them, but make friends, support and develop together. Thirdly, we are attentive to the choice of our strategic partners, including shopping centers. These are the people we trust and feel comfortable working with. These are also names for us.", - told owner and general director of IMENA Department Stores Nikolay Lavrentyev.


The owner of the Imena department stores relies on service. Instead of salespeople in department stores, there will be stylist-consultants who are not assigned to a specific brand, which will allow them to select stylish looks for clients, mixing different brands with each other. According to Nikolai Lavrentyev, each brand in the IMENA Department Store undergoes a thorough selection - many factors are taken into account, including the quality of materials, cut and origin of the brand, so you won’t find products with “re-tagged” items here. The Department Stores also offer water and coffee to guests, and on weekends a glass of prosecco.


Partner brands have access to their own IT system, which allows them to control all processes in real time (sales, deliveries, revaluations, average checks, stylist activity, etc.). Another distinctive feature is the easiest possible entry to the site for brands - in the IMENA Department Stores there are no deposits and minimum payments - only a % of turnover.


Department stores under the new brand actively interact with the Government of Moscow and St. Petersburg to support young designers - they participate in programs for the development of domestic brands.


According to agreements between the owners during the division of the business, the Telegraph brand was transferred to the former partner Nikolai Konstantinov. Department stores "Telegraph" in the shopping center "Sokolniki", shopping center "Riviera", TRC «Zelenopark"will remain under the same name. The partners announced the division of the business due to differences in views on operational management and further development.


Today the group of companies Nikolai Lavrentiev includes department stores operating under the brands NAMES, Underline, Underline Kids - a total of 7 department stores of various formats in Moscow, the Moscow region and Nizhny Novgorod with a total area of ​​10 m200.



Shareholders of the Telegraph chain of department stores of Russian designers disagreed on the operational development of the business. After the division of the business, part of the department store chain rebranded and changed...

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