A department store of Russian brands will open at TsDM at Lubyanka
30.09.2019 2942

A department store of Russian brands will open at TsDM at Lubyanka

In Moscow, in the largest children's store, the Central Children's Store (CHM) on Lubyanka, one floor will be given to a department store where goods of Russian brands of medium and high price categories will be presented, writes Retail.ru.

We are talking about goods - clothes, shoes and accessories - not for children at all, the store owners aimed at an audience of young people from 16 to 35 years old.

The idea of ​​opening a department store came to them after analyzing the traffic statistics of the CDM, during which it turned out that only 15% of the audience are parents with children, another 21% are adults without children under 12 years old, 10% are employees of nearby offices, 11% are tourists , while 43% are young people without children. Young people come to the CDM to meet friends, for entertainment, photo zones and for youth clothing.

The plans for the development of a new format within the framework of the CDM were discussed by the general director of the CDM Maria Shulutko during the workshop from Shopping Center Russia, which was held at the CDM on September 26 and was devoted to changing the concept of this shopping facility.

“We realized that we need to develop a product offer for our existing audience,” said Marina Shulutko. - First, we got youth accessories and equipment for youth sports, and then we started looking for youth fashion-multi-brands in the domestic market. But it turned out to be quite difficult: in Russia there are designers who can make high-quality clothes with sufficient regularity, but many still do not know how to run a business. At the same time, the market groped for a format: department stores such as Trend Island, Underline and others allow brands to present their products, while the business risks are taken by the owner. Yes, there are department stores in nearby shopping centers, but they are aimed at a different audience, and we see a free niche in which to work. "

To conduct a new retail project, the Hals-Development company, which manages the CDM, has created a special structure and attracted specialists with experience in working with retail.

In Moscow, in the largest store for children, the Central Children's Store (CDM) on Lubyanka, one floor will be given to a department store, which will display goods from Russian ...

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