Lassie

History

2023: Creation of a company based on the former Russian subsidiary Reima

In June 2023, it became known about the renaming of the former Russian "daughter" of the Finnish clothing manufacturer Reima after its sale to Detsky Mir. The new name of the company is Lassie (legal entity - LLC Lassi), according to the Unified State Register of Legal Entities.

Under the Lassie brand, Detsky Mir began to develop a network of children's clothing stores. By June 23, 2023, Lassie products are available in the online store, and Detsky Mir is also developing wholesale supplies to other networks and online platforms. The retailer says that the Lassie brand is already popular in Russia, and maintaining a wide and affordable range in the category of clothes and shoes for children is especially important.

Reima's daughter renamed Lassie

The Lassi company profile does not HeadHunter indicate that the Lassie network launches in the third quarter of 2023. To Moscow The first two stores will open in the fall, and in the future it is planned to expand the network to one hundred of its own and partner points in different cities of the country.

We have a very ambitious goal - to become the No. 1 brand in the category of children's clothing in Russia, - says the description of the company.

According to the jobs page, the company by June 23, 2023, in particular, the head of the retail chain, director of retail sales and franchising, manager of the Lassie retail store of the CDM shopping center and shoe designer.

Evgenia Khakberdieva, director of the retail real estate department at NF Group, in a conversation with Kommersant, noted that, despite the growth of online trade and the strengthening of the role of marketplaces, the retail niche in the field of children's goods remains promising by June 2023. In her opinion, the creation of a retail chain of Lassie stores will allow the brand to expand its customer base and increase revenue, while its online store and wholesale supplies already provide turnover.

Evgenia Khakberdieva recalled that Detsky Mir already had experience in the development of monobrand retail. Until 2020, the retailer has developed two chains of toy stores - ELC franchise and its own ABC.^[1]

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