Following a new joint venture formed this past February “with a local Russian partner,” Guess said it will soon open a flagship in Moscow’s Europeisky Mall.

The mall is near the city center, and includes 500 other retailers. “In line with the restyled global denim concept store launched in 2016, the new Guess store in the Europeisky Mall will welcome customers in an exciting and inspiring atmosphere,” the company said. “The clean white setting, with bright high-tech lights, contrasting materials and glamorous details, creates a decidedly contemporary feel, while flexible modular panels make for a dynamic, ever-changing space.”

The store will feature a layout that spotlights the brand’s heritage via “stunning digital videos and images,” which also “enhances the products on display.” The company said plans call for white shelving fixtures to be positioned along the walls to “host the brand’s fashion-forward clothing, while a vast assortment of handbags and shoes [will be featured] throughout the store.”

The Los Angeles-based firm also said it was going to open “a directly managed showroom in the capital of the Russian Federation to reinforce its sales network and provide effective support to its licensing and wholesale partners.” The showroom will be located near Moscow’s prime tourist attractions at 2 Malii Cherkasskii pereulok.

“The opening reflects Guess’ strategy of maintaining strong direct control over brand development in the Russian market,” the company said in a statement adding that the “new initiatives promise a wealth of great opportunities for the brand, which will open a total of 10 new single-brand stores in 2016 to join the 30 already present in the country.”

The brand’s plans for the next three years includes the addition of 40 new units in the country.

The company described Moscow as a “major economic, cultural and scientific” center in the region as well as one of the “fastest-growing tourist destinations in the world,” which is an “ideal starting point” for the company’s expansion plans.

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