The first Befree anchor store of more than 1 250 sq m has opened in the RADUGA shopping center in St Petersburg. The team has revised the concept: the new store meets customers with a light portal, several fashion points and new “non-age” mannequins that are in line with the brand concept - young fashion for any age – as well as with spacious leisure zones and furry columns, the cash-desk carries the upgraded logo.
The interior design has become more reserved: this is a combination of techno-style minimalism with spectacular accents, for instance, grey concrete walls and digital signs and screens. This is the first store to use an inclusive concept: architects have provided for better accessibility having built wide passages for low-mobile customers, customers in wheelchairs and those with prams.
Befree is persistently expanding its range of merchandise so that every customer could find something for themselves at an affordable price. The new flagship store offers a wider assortment range and size depth of all groups of products including Befree man, homewear, sportswear and denim. Earlier, the brand opened flagship stores of approximately the same format in Moscow, while the average space of other stores was 500-700 sq m. A 1000-sq m store is only a step in the growth of a mass market brand, the target is to launch stores of 2 000 sq m.
Tatiana Bredikihina, befree brand director:
"Befree in Raduga shopping mall is not the first among the stores of bigger format, but it is there that we see the progress of the Befree concept. Simple, clean, modern - and retaining the DNA of the brand. The store marks a new stage in the development of the brand. Moreover, our product matches the trade space immensely. Functional and universal by its nature, the trade space looks like a concept store with its own idea, and we like it very much!"