On May 20, a two-storey flagship Befree store was opened in the Aviapark shopping center in Moscow. This project is in line with the active expansion of the brand, their answer to changes in fashion retail market. The brand is taking spaces of companies that have left.

Befree is a Russian fashion brand with a 20-year history. Today they have more than 260 shops in Russia, Belarus and Kazakhstan. Trade spaces are growing rapidly: new sales points are opening every week.

Anna Shmakova, Befree marketing director:

“After foreign competitors left, we realized our responsibility for fashion development in Russia. It became evident that we had to meet the growing demand of our customers: to increase our trade spaces and diversify the assortment range as much as we could. In 2022, we set ourselves an ambitious task to double trade spaces over two years. This is the plan we are carrying out successfully”.

Brand’s new mission

The aim of Befree is to become a Russian leader in fashion retail and offer customers everything that is progressive in the world fashion. With this mission in mind,

• We have upgraded the assortment range dramatically: we’ve launched a full-scale shoes line, expanded the man’s collection. We are developing the sports direction and preparing to launch new Young and Rock lines. The first one is designed for girls of 15–25 who are keen on street fashion trends, self-expression and democratic price policy. The second line is for women of 25+ who choose rock as style and way of life.

• We are expanding the Befree audience – it is a brand for everyone who loves young fashion notwithstanding their age.

• We are strengthening the Co:Create project devoted to collaborations with artists, designers, influencers, charity and eco-projects.

• We are opening anchor-format stores with new interior design of 1 500 - 2 500 sq m. Such stores have a much bigger Befree MAN zone, they also offer big shop-in-shop denim, shoes and lingerie zones.

“Anchors” in Moscow and St Petersburg

The first Befree anchor-format store is the St Petersburg flagship store in Galeria, it was opened in May in the former location of H&M. This is space of over 2 000 sq m with big media panels, a lounge zone and art fitting rooms decorated by modern artists.

On May 20, Befree opened in Aviapark in Moscow. This is the biggest store of the brand in Russia – 2 300 sq m, It has two floors. All fashion lines are presented their in full volume. There is a lounge zone with a denim chair and a sofa made from clothes.

Tatiana Bredikhina, Befree brand director:

“This year, we have conquered a new height – we launched flagship stores of anchor format in the best shopping locations in Russia. Undoubtedly, we as brand, enter a new era now: the responsibility of Befree for fashion in Russia. This is a life-long challenge for all the team and an exciting trigger to work and create”.