ZARINA, the oldest brand in the Melon Fashion Group portfolio, presents its biggest store of 1 000 sq.m. in the Galereya Voayage shopping center in Tumen.
The store interior is made in neutral shades of the brand concept Japandi. Its feature is a broad entrance group meeting customers with trendy looks on fashion points and digital screens. One of the key characteristics of the new store is mobile furniture, which helps experiment with merchandising and accentuate specific collections and fashion lines. The shop interior decoration inspires one to shop comfortably and without hurry.
The new store’s priority is customers’ comfort offering an extended assortment range, a bigger number of fitting rooms, soft waiting zones, a big cashier desk, elaborated zoning and merchandise presentation.
The increase of trading space and extension of assortment range of clothes for every occasion allowed ZARINA to raise its competitiveness and sales per sq m. Opening of 1000 sq.m. ZARINA In Tumen marks the beginning of a large-scale expansion on the Russian market planned for 2023.
As of January 2023, ZARINA operates 286 stores in five countries. In 2022, the brand opened more than 50 stores of its own and those by franchise.
Anton Smirnov, ZARINA commercial director:
We continue an active expansion. 1000 sq m –store in Tumen is a totally new customer experience and brand perception. Our stores became more spacious, they create an inspiring atmosphere for our customers, and what is most important, they offer diverse collections at affordable prices. For 2023, we plan entering new cities, relocating to better places and opening big-format stores. We also intend to launch a flagship store of 1 400 sq.m.