Baldessarini opened in Ukraine the world’s first store in a new format

Why the classic men’s clothing German brand Baldessarini left Ukraine in 2014, and why after a three-year absence, the brand decided to return to the country.

The classic men’s clothing German brand Baldessarini left Ukraine in 2014. Three years later, the boutique brand, which is called the refined masculine taste standard, again opened in Kiev’s SEC Ocean Plaza. The Baldessarini brand official representative in Ukraine Dmitry Snezhko and the director on international sales outside Germany Dirk Schall was told rau.ua — what has changed in Ukraine during this time, which was the reason for the new concept introduction in Kiev  that will appear now in all Europe and what can be found in the new store.

Unexpected Cameback

— What is happened three years ago – what is the reason for the brand’s leaving the country?

Dmitry Snezhko: Five years ago in Ukraine there were no high-quality shopping centers with high-level tenants. The store on Shota Rustaveli was presented in a street-retail format. Two years later we were forced to close it. First, it was in connection with the events that occurred in 2014, secondly, the dollar appreciated greatly, and thirdly, it was a difficult location, since it was located on a one-sided street. Probably, if the location was more successful, the store would not be closed.

— Why did you decide to bring the brand back to Ukraine?

DS: It was decided to continue to be opened only in shopping centers, so that the traffic was formed by the SEC itself. Accordingly, we are very pleased that we were able to open in the SEC Ocean Plaza, because today it is the best place for a premium brand.

—Did you immediately select the location?

DS: We have had long negotiations with a Kiev shopping malls number, but it was the Ocean Plaza that we managed to get the conditions that satisfied us.

— What has changed since leaving?

DS: We had an opportunity to make the Ukrainians an unprecedented offer — a margin at the European level. When customers come back to us, they will see that prices have not changed significantly compared to those that were on Shota Rustaveli three years ago. Our prices have actually become a great achievement for us.

Dirk Schall: The boutique concept has changed. This is the first store in the world, which are opened in the presented concept. Even Sina Huffman, who designed this store, came to see her work result. From here it will be launched all over the world. This is another highlight for our visitors.

— Why it is in Ukraine?

DS: It is so coincided. At some point there is a rethinking and a change in all stores concept, the company does this every three years, and it is so happened that we fell for this period. This is a great success. It is also connected with the fact that we opened not in March, but in May and just by this time the new designers managed plan to bring to mind. We do not regret that we waited two months — let’s say, we lost in trade, but won in the long perspective. Still, we open the store not for six months, but seriously and for a long time. The new Baldessarini will be the Ocean Plaza highlight.

— What is new store advantage?

DS: The fact is that on a relatively small storefront it was possible to create a spacious and quite cozy boutique. There is nothing superfluous here so that something does not fit — everything is perfectly matched and each element complements each other. No wonder all the equipment was produced in Germany. We are satisfied with the result.

— What is most in demand?

DS: Jeans Denim. Also classic — costumes, jackets, jersey and leather. Loving stylish dress people here can find everything that is necessary.

D.Sh.: In the future, there will also be a Baldessarini perfume, shoes, accessories, but it will be a little later.

— Where are the goods, presented in the boutique, manufactured?

D.Sh.: Baldessarini products 95% are manufactured in Europe. All fabrics are exclusively Italian made.

— Will be the store the only one or are you planning to open it yet?

DS: Time will tell, it’s hard to predict something. The previous outlet experience having, I think that first we need to raise this store to your feet so that it shows the result. Then we can talk about the scaling possibility. The market mass conquest task is not worth it. We’ll make the store profitable, and then we’ll decide about step number two.

— Do you plan to enter other brands to the Ukrainian market?

DS: The question is not worth it, whether to enter or not, but rather, what it is to preserve. The 2017 spring has become a rather difficult season for all “dressmakers”. It is still cold and we are in an extremely difficult situation, we all have a big problem with the leftovers and working capital. The main thing is that what exists can successfully work and function further.

— Is there any hope that Baldessarini will finally gain a foothold in Ukraine?

DS: Today, Baldessarini brand stores can be found in 40 countries in Europe and Asia. And Ukraine is a strategically important country for the brand. We are pleased to be its representatives here, so I can say with confidence that today Baldessarini will be accessible to all Ukrainians.

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