French lingerie brand DIM leaves Russia

The chain of stores of the French brand DIM, specializing in the production of underwear, has begun the process of liquidating the legal entity DBI Rus LLC, which is responsible for the development of the brand in the Russian market. The newspaper reports Vedomosti with reference to the data of the Unified State Register of Legal Entities. The company’s website notes that it has stopped deliveries to Russia.

According to the publication, franchise stores will continue to operate in Russia even after the closure of the DIM central office. However, all franchisees must change their signage soon to avoid being associated with the DIM brand.

A representative of one of the Moscow shopping centers told the newspaper that their tenant Sandry Move LLC (DIM’s partner in the metropolitan area) has no problems with supplies and does not plan to close the outlet.

Over the past five years, DIM has been working with the franshiza.ru website, Anna Rozhdestvenskaya, the portal’s expert, said. She clarified that since the end of March, after the expiration of the contract, the active promotion of the brand was suspended. The reason for the suspension of cooperation, Ms. Rozhdestvenskaya believes, was the uncertainty of further steps to develop the brand in the Russian market.

Deliveries of DIM products to Russia began in 1997. In the 2000s, local partners opened about 150 stores across the country, Anna Lebsak-Kleymans, CEO of Fashion Consulting Group, said. According to her, since 2015, the brand began to open points exclusively for franchising and develop wholesale. As of the end of March, Vedomosti writes, 40 stores were registered in the network, but according to the map of boutiques on the official website, at the moment their number has decreased to 19.

Milena Kostereva