befree, one of the brands of the Melon Fashion Group portfolio, announces the launch of a flagship store in the new format.

Its store in the Salaris shopping center in Moscow, with a total trade space at 1200 sq m, became the biggest in the chain. The flagship store is modern and comfortable, designed in minimalistic style combining laconic Scandinavian textures, features of an industrial loft and ethnic elements with bright and charismatic accents.

Extension of the trade space is neither a revolution, nor an absolute novelty for befree. The brand used to launch flagships of 800 sq m, with the average space of other stores at 500 sq m. A 1000-sq m store is a logical step in development of of the fashion brand in the mass market pursued by Melon Fashion Group.

Increase in trade space entails increase in the assortment range. The new store allows for the entire collection to be presented on the floor. It includes articles which were formerly exclusively offered online: in the brand’s own store and on market places.

The new store format and a bigger variety of the offer are dictated by the wish not to stop on one target group and one specific style. The brand concept “fashion means diversity“ is exactly in line. Every person has their own predilection in clothes conditioned by their professional activities, way of life and taste. befree is constantly growing for everyone to be able to find something customized for them personally.

Tatiana Bredikhina, befree brand director:

“We have brought to life our old dream, which seemed unrealizable for many years. The flagship store in the Salaris shopping mall means 1 200 sq m of absolute happiness for us! The new store offers everything that we were dreaming to offer to our customers: a huge denim zone, the befree man collection is presented in its full assortment range, and there is a lot of air for comfortable cruising the store. “We are all slightly different” is a slogan flying above the store, it enhances our diversity concept and reminds us that everyone has something very special about them. While our “specialty” is to be here and now and provide our customers with everything they need: clothes, accessories, cosmetics and other small things – things they can find I one place at once».