The average area of the chain’s stores has increased to become 100 sq m, according to the new concept. The assortment matrix has been enlarged and the targeted age group has been expanded to 12 years.

“It is evident that a lot of effort was put into the concept. So not only the aesthetic side attracts attention – the colors combination, an art object in the form of a hanging carousel – but also the functional aspect of the concept creating this unusual magnetism of the store is very thoughtfully worked out,” Peter Yudin, Retail Academy Executive Director, says.

The grand opening took place on July 20. About 200 guests attended the event. A popular fashion stylist worked at the opening: he helped those who were preparing for the school season to choose perfect looks. The most active participants received stylish gifts from the brand.

Besides the current product collections, the visitors viewed the new autumn/winter 2019/20 collection in the Choupette Fashion Magazine.