Seize sur Vingt is making a move into Moscow.
The retailer, which operates stores in Manhattan and Los Angeles, has teamed with a local partner to open a 2,600-square-foot, three-level store at 9 Bolshaya Dmitrovka Street, an historic building in a luxury shopping district near Red Square in central Moscow. Seize sur Vingt occupies about 1,000 square feet on the ground floor and is initially offering only its men’s ready-to-wear collection. The plan is to expand into bespoke shirts and tailored clothing “over the next few months,” said James Jurney, who owns Seize sur Vingt with his wife, Gwendolyn. The remainder of the space, a new retail concept called Manway 1960, offers a men’s grooming parlor and skin-care department on the mezzanine, as well as a lounge to be used by customers of both concepts. The store will have its grand opening today.
The timing for opening a store in Russia is not ideal. In a report last month, Exane BNP Paribas said luxury price increases in the eastern nation coupled with the falling ruble, international sanctions, falling oil prices and a declining overall economy would damage already weak demand. But Jurney remains confident. “The plans for the Moscow boutique have been in the works for two years. This is a secure move for us and we’re excited for the international presence and experience. We believe in the long-term success of the Moscow market as this is truly one of the major cosmopolitan centers of the world.”
Jurney’s partner is Engeocom, one of the largest construction and investment holding companies in Russia.
“The boutique is owned and operated by our local Moscow partners, who own the building in this excellent luxury shopping neighborhood,” Jurney said. “The partners are clients of ours from our New York City shop, and they approached us several years ago about the opportunity as this historic building was being restored. The building and neighborhood are truly among the best and most lovely in all of Moscow, conveniently near Louis Vuitton, Hermès, Cartier, Dior and Chanel, among others,” Jurney said.
Seize sur Vingt opened in Manhattan in 1998 and is located on Greene Street in SoHo. In 2013, it expanded into Los Angeles, where it opened a boutique on Melrose Avenue in the West Hollywood area. It originally offered only shirts and tailored clothing, but has expanded into other categories, including knits, outerwear, footwear and accessories for men and women’s. The collection is produced in small factories in Italy, Portugal and France using fabrics from Italy, Switzerland, England and Portugal. All designs are limited editions numbering from 30 to 90 pieces each. Shirts sell for around $240, jackets for $760, pants for $260 to $360, and knitwear for around $260, according to the company’s Web site.
Jurney said the Moscow store will carry only the Seize sur Vingt collection of apparel. Skin-care lines offered include The Art of Shaving, Acqua di Parma, Malin + Goetz, Liquides Imaginaires, Chi Man, Sentifique and Olfactive Studio.
“This is our first foray into international expansion and we are keenly interested to find other opportunities, knowing that in most circumstances, it is wisest to work with a local partner to achieve the best results,” Jurney said. He added that the company is “in preliminary discussions for some other potential locations,” but nothing has been completed yet.