Shopping centers will sew on their brands - Newspaper Kommersant No. 19 (7464) dated 02.02.

Shopping centers will sew on their brands - Newspaper Kommersant No. 19 (7464) dated 02.02.



The owners of large shopping centers, left without key tenants after the withdrawal of Western brands from Russia, decided to replace them with stores of their own brands. Thus, the structures of the “Kievskaya Ploshchad” of God Nisanov and Zarakh Iliev, owners of commercial real estate, are planning to launch a new brand of women's clothing, Inni. The Tashir Group of Companies has similar plans. However, experts doubt that such projects will become widespread.

As Kommersant found in the SPARK-Interfax database, at the beginning of January, the VVC Vozrozhdenie company, which manages the Moskvarium oceanarium at VDNKh, registered the domains inniwear, inniapparel, inni-clothes for the development of women's clothing brands. At the same time, the company began searching for a director of a fashion store, a manager for the development of a retail network and buyers, follows from the description of vacancies on HeadHunter. Applicants' responsibilities include opening premium women's clothing stores from scratch, finding locations for future stores, as well as finding suppliers in China, Turkey, South Korea and the CIS.

According to SPARK-Interfax, Vozrozhdenie VVTs LLC is located in the closed-end investment fund Iridium, the management company of which is Severnaya Egida. In 2015, the main beneficiaries of the "Moskvarium" media called the structures of the "Kievskaya Ploshchad" God Nisanov and Zarakh Iliev. In 2017, information appeared that the businessmen's partner in Moskvarium was the structures of Arkady Rotenberg, but later the parties denied this.

Moskvarium and Severnaya Aegis did not respond to Kommersant's request. The representative of Mr. Rotenberg once again confirmed to Kommersant that the businessman has nothing to do with the Moskvarium project. The Kyiv Ploshchad Group declined to comment. According to a Kommersant source in the retail real estate market, the company has plans to develop its own clothing brand to fill the space left vacant after international brands left the Russian market. "Kyiv Ploshchad" owns two such large facilities in Moscow - "European" and "Shchelkovsky".

Plans to launch their own clothing brand "Kommersant" were also announced in the Tashir group by Samvel Karapetyan. They noted that the brand will be presented in the company's own department stores - the Take Away chain. Tashir is also looking for new premises for the opening of these department stores in shopping centers, the press service added.

Today, Tashir operates three department stores in its own shopping centers: Rio Leninsky and Rio Dmitrovka, as well as Avenue Southwest. The group also launched Zebra Home last year, with its first store in Tashir's Kvartal West mall.

Developers' projects to create their own clothing brands are not typical for the market and are still experimental in nature specifically to fill empty areas in shopping centers, says Evgenia Khakberdieva, director of the retail real estate department at NF Group. Basically, according to the head of the CORE.XP retail department, Marina Malakhatko, the owners of shopping centers attract third-party brands by investing in the development of stores of these brands on their premises. So, for example, Crocus Group does, the expert points out.

Part of the Crocus Fashion Retail Group, it also develops networks of foreign fashion brands John Varvatos, G-Star RAW, Isabel Marant, and also owns the Crocus Multibrand multi-brand boutique. The press service of the Crocus Group did not respond to Kommersant's request.

The development of brands and networks requires large investments to open their own production, qualified employees who are deeply versed in the business processes of a particular segment, Evgenia Khakberdieva points out. Marina Malakhatko notes that the owners of shopping centers do not always succeed in developing their own retail direction in a quality manner. The expansion of such networks is often limited to owner-owned premises, Ms. Malakhatko points out, in addition, the owners of retail facilities focus only on the development of retail outlets without online sales.

Alina Savitskaya



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