Carter’s/OSH KOSH B’gosh, HUGO by Hugo Boss, DKNY Sport, and Intimissimi Uomo enter the Russian market
HUGO by Hugo Boss, DKNY Sport, Initmissimi Uomo and Carter’s/OSH KOSH B’gosh have entered Russia for the first time through Ingka Centres, formerly IKEA Centres, MEGA branded malls.
The new signings demonstrate 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 international retailers.
HUGO by Hugo Boss has just moved into a 140 sqm store at Moscow’s MEGA Khimki. The German brand offers a combination of sharp tailoring alongside more casual offerings, both at the forefront of fashion. DKNY Sport, by US retailer DKNY, has also chosen MEGA Khimki for its first foray into Russia. It will take 70 sqm at the mall. DKNY Sport is a sport and casual range that complements DKNY’s wider fashion offering.
Italian brand Intimissimi Uomo has also opened its doors for the first time at Moscow’s MEGA Belaya Dacha, in a 62 sqm store. Intimissimi Uomo primarily provides men’s underwear, but alongside its classic collection, will offer beach wear and a cashmere range.
Finally Carter’s/OSH KOSH B’gosh, part of American children’s apparel brand OSH KOSH B’gosh, will open a flagship store in Russia for the first time as part of the Kids cluster at MEGA Teply Stan in Moscow.
The arrival of these renowned fashion brands in Russia demonstrates the significant growth opportunities they believe the country offers. Consumers in Russia have a huge appetite for Western fashion, and between 60 percent - 80 percent of the fashion market is imported. In total there are 511 international retailers operating in the country.
Ingka Centres 14 MEGA branded malls are a highly popular platform into Russia for international brands as many of the cultural and legal barriers to entry have already been negotiated by Ingka Centres.
These major new signings are also testament to Ingka Centres ambitious €2 billion upgrade programme currently being rolled out at its Russian malls. The company is on a journey to create a new kind of mall – vibrant meetings places, rooted in IKEA values that serve the needs of the community. This means meeting places with a powerful retailing attraction, but that go far beyond shopping. Destinations where people want to spend time, where they can connect, socialise, shop and enjoy new experiences.
The €2 billion is being invested to upgrade and extend the existing portfolio of MEGA malls, as well as to build new IKEA stores and MEGAs in-line with Ingka Centres meeting place concept.
Svetlana Burzyantseva, Head of Leasing of Ingka Centres in Russia commented: “We are delighted to welcome Carter’s/OSH KOSH B’gosh, HUGO by Hugo Boss, DKNY Sport and Intimissimi Uomo to our malls. We believe they chose MEGA because they appreciate our retail destinations are becoming stimulating places for our 246 million annual visitors in a more omni-channel world. We are upgrading our shopping centres to become meeting places for recreation, leisure and entertainment.”
A spokesman from HUGO by HUGO Boss commented: “MEGA Khimki was an obvious choice for HUGO’s first Russian store. It is a well-known destination for millions of Moscow’s fashion forward, contemporary, and progressive consumers, who are ideal customers for HUGO. MEGA malls are an excellent choice for international brands launching in Russia, particularly as they provide a wider expansion platform into Russia’s 11 largest cities.”
Hundreds of international brands are present at Ingka Centres MEGA malls that have used them as a platform to successfully expand in the country. These include ZARA, MaxMara, Starbucks, UNIQLO, New Balance, Armani Exchange, United Colors of Benetton, Lacoste, Lindt and Massimo Dutti to name a few.