On August 15, 2015, at the Mega Dybenko shopping mall there was a festive opening of the befree first flagship 503-suqare-meter store in a new concept. The investment amounted to 23 million roubles. 

Opening of the flagship store marked the first stage in rolling out of a new brand concept and moving from the niche of 280 – 300 m2 stores to the format of global mass retail (500 – 800 m2). 

This is a format of so-called fashion supermarkets of huge spaces and wide assortment offer where every customer can find clothes of any style and for any occasion. 

Modern market is intensely developing, so are our brands, comments Kestutis Sasnauskas, CEO of Melon Fashion Group, – our customers are becoming more and more selective and demanding. We see these changes as logical evolution and wish to offer them the best shopping environment.” 

The newly-opened befree became the biggest store of the brand. The floor space has increased 1.5 times. That’s why a new strategy of zoning and visual merchandising has been devised, which will optimize presentation of the goods and fill the store capacity. 

To expose the goods in the best possible way, the store will use multi-level fixtures designed in a new concept. The new store furniture will make full use of the huge space and add dynamics in  the store. Besides, different designer installations will decorate the stores of the new format as the brand landmarks. 

Thus, the new dynamic interior design and innovative merchandising of the new flagship store make shopping in befree exciting and memorable leading to higher loyalty of the customers and increase in sales. 

“We have been facing a task to create such a store which, when opened, will speak for itself, Tatiana Bredikhina, brand director of befree, shares her thoughts.  I am convinced that we’ve hit the target with this first one”. 

Broadening its assortment offer, befree launches a new limited collection named “limited edition”, it will be only presented in the stores of a new format and in the Internet store:


For reference

The PJSC Melon Fashion Group operates three fashion brands: befree, ZARINA and LOVE REPUBLIC. The Company runs full cycle of the fashion business from design through production and buying to distribution, sales and marketing of women’s and men’s clothing, shoes and accessories.

As of 15 August 2015, PJSC Melon Fashion Group operates 641 stores: 609 stores (496 own stores and 113 franchisees) are in Russia, 19 stores work in Ukraine, 7  stores are in Kazakhstan, 4 stores are in Belarus,1 store in Georgia and 1 store in Armenia.

befree is a brand for those who feel drive and energy of youth. befree is growing and developing extensively so that everyone should sense the joy and taste of everyday life and feel young and happy. Designing its collections, befree is charged with fashion energy and strives to communicate it to its customers. 

Presently, Melon Fashion Group operates 250 befre stores: 237 are in Russia, 6 are in Ukraine, 3 in Kazakhstan, 4 in Belarus. 

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