GUESS?, Inc. Opens Flagship Store and Showroom in Moscow - Global Trade Magazine
  May 16th, 2016 | Written by

GUESS?, Inc. Opens Flagship Store and Showroom in Moscow

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  • GUESS' strategy is to maintain strong direct control over brand development in the Russian market.
  • GUESS will open 10 new single-brand stores in Russia in 2016.
  • GUESS intends to complete its commercial development in Russia with a total of 80 stores.

A new 5,500 square-foot GUESS flagship store will soon be opening in Moscow’s Europeisky Mall. The new opening is the fruit of a new joint venture established in February 2016 with a local Russian partner.

Close to the city center and well served by the subway, the two-million square-foot Europeisky Mall is one of Moscow’s most popular destinations with its more than 500 stores.

GUESS will also shortly be opening a directly-managed showroom in the capital of the Russian Federation to reinforce its sales network and provide effective support to its licensing and wholesale partners.  With an area of 6,400 square feet, the showroom will be located a short walk from Moscow’s main tourist attractions. The opening reflects GUESS’ strategy of maintaining strong direct control over brand development in the Russian market.

The new initiatives promise a wealth of great opportunities for the brand, which will open a total of 10 new single-brand stores in 2016 to join the 30 already present in the country. In the next three years, the company intends to complete its commercial development with a further 40 stores.

In line with the restyled global denim concept store launched in 2016, the new GUESS store in the Europeisky Mall will welcome customers in an exciting and inspiring atmosphere. The clean white setting, with bright high-tech lights, contrasting materials and glamorous details, creates a decidedly contemporary feel, while flexible modular panels make for a dynamic, ever-changing space.

The new layout celebrates GUESS’ heritage through stunning digital videos and images, and enhances the products on display. White shelving fixtures along the walls host the brand’s fashion-forward clothing, while a vast assortment of handbags and shoes feature throughout the store. The accessories, meanwhile, are displayed in sleek central cabinets. Total looks are laid out by theme, to facilitate the customer’s shopping experience, with the iconic, world-renowned GUESS logo making every style instantly recognizable.

As a major economic, cultural and scientific center in Russia and Eastern Europe, Moscow is one of the fastest growing tourist destinations in the world and, the company said, the ideal starting point for GUESS’ new expansion strategy.