The brand has entered Russia for the first time through Ingka Centres’, formerly IKEA Centres, MEGA mall in Moscow.
EA7 chose MEGA Teply Stan to host its first Russian store, demonstrating that MEGA malls continue to be the number one choice for international brands expanding into Russia.
The country is Europe’s largest consumer market with 146 million consumers, and a fast-growing middle class, ensuring it presents an exceptional growth opportunity for retailers. Moscow has also cemented its position as one of Europe’s most fashionable cities in recent years, boasting an array of fashion-conscious consumers.
EA7 has opened a 200 sq m store within MEGA Teply Stan’s fashion ‘cluster,’ a 3,000 sq m multibranded department store housing brands including Karl Lagerfeld, Marc Cain, and Liu Jo. MEGA Teply Stan also includes other world-leading brands Tommy Hilfiger, Hugo Boss and MaxMara Weekend. EA7 offers premium modern sportswear, including tracksuits, hoodies, trainers, and beach apparel. The Italian retailer also brings its signature store fit-out: a modern interior, metallic décor, and mirrors.
The arrival of another esteemed international brand in the Russian market demonstrates the growth opportunities retailers believe the country offers. Consumers in Russia have a considerable appetite for Western fashion brands, and between 60%-80% of goods in the market are imported. According to the article by Malls.Ru website, 524 foreign retailers were operating in the country in 2018.
Ingka Centres 14 MEGA branded Russian malls are a highly accessible platform into Russia for brands as Ingka Centres have already negotiated many of the cultural and legal barriers to entry. In late 2018, HUGO by Hugo Boss, DKNY Sport, and Intimissimi Uomo all also entered Russia for the first time via MEGAs, which are all anchored by IKEA furniture stores.
13 AUGUST 2019, Russia