News

On the 26th of November in the “Moskvichka” shopping center on New Arbat Street was offi cially declared open a new retail space with Russian designers’ shops, brought together as the “Fashionable Floor”.

The new department store features such Russian shop-in-shop monobrands as 2 Gun Towers, Alina Assi, Natasha Drigant, Markalina, Vemina-City and a multibrand “Model’ery.ru” (MaiNaim, Erica Zaionts, Shapovalova, Elena Shipilova, Angel, Vereteno, E.Chekrizova). By the way the opening of this store in the “Moskvichka” promoted the project to a chain status. The first boutique “Model’ery.ru” was opened in Moscow a year and a half ago in the “Avtozavodskaya shoe center”. Among the above mentioned shops the  “Fashionable Floor” features a boutique by Sergey Sysoev, who was a pioneer and the ideological mastermind of the project. His shop in the “Moskvichka” will be going five years in March.

The conglomeration of these retail projects can be regarded as a first serious experience of the Russian designers’ effort of uniting, rather than buyers’ initiative. Given the current market conditions, this format allows to promote each other and increase their own sales. And if this experience will be taken up by the regions – then Russian designer brands may take up a much more confident position on the market.