sela moms & monsters, a Russian clothes brand, has won an award in the Best Retail Concept in Fashion nomination. It was in Greenvich, Ekaterinburg, that one of the biggest flagship stores of the brand has won the prize.
The flagship store was opened in January 2023. The trade space was increased by 4.5 times up to 1000 sq m. The philosophy of the upgraded concept is based on safety and cosiness. The brand has scrupulously studied the customer behavior in order to make shopping there as comfortable as it can be.
The new concept offers playgrounds for kids (a creativity table in the trade space with a gallery of drawings, busy-boards in fitting rooms), a recreation zone for grown-ups with soft armchairs and partitions. Spacious fitting rooms for moms with prams were added also.
A special attention has been paid to navigation in the shop and its lightning. The interior design uses light natural colours – beige, white, grey, green as well as nice-to-touch materials creating the cozy atmosphere: wood, concrete, jute and greenery. Apart from this, sela moms & monsters presents “a library of cult goods” for the first time. It is a separate zone with basic garments designed as a bookshelf, where everything is “at hand” as at home.
The upgraded concept of the store has generated a five-time growth of sales. The average check has increased 43% while the number of items on the check by 24%.
The NatMall Award (ex. MAPIC Russia) is meant for developers of shopping centers, retail chains and companies with technologies and innovations for their significant contribution to commercial real estate and retail on the territory of Russia and CIS. The award ceremony is conducted annually at the NatMall commercial real estate and retail exhibition that unites more than 3.5 thousand market professionals. In 2023, there were more than 90 applications to the contest.