2Mood

History

2022: The EcoOnika footwear chain has acquired a stake in the clothing retailer 2Mood

On September 19, 2022, it became known that the Econika shoe chain was entering the clothing market. The company bought 5% of clothing retailer 2Mood. The value of the deal has not been reported.

Market participants interviewed by Vedomosti believe that in the future, Econika may increase its share in the 2Mood. Fashion Consulting Group CEO Anna Lebsak-Kleimans says that would be logical, especially if companies have a mutual understanding and constructive partnership. The representative of "Econika" said that the final decision to increase the share by September 19, 2022 was not made, since the company wants to look at the development of a not so familiar segment.

The Economika shoe chain bought a stake in the clothing retailer 2Mood

According to Alexander Iliopulo, CEO of Esperance (operating company of the Econica brand), due to investments in 2Mood, the company will be able to develop in a segment in which it was not previously represented.

According to analysts interviewed by the newspaper, the development of a new segment for Economika may be hampered by an increase in the cost of raw materials and logistics, since these parameters directly affect the price of the final product. The development of such networks also slows down the high cost of lending to retail business by banks. Retailers themselves are not ready to invest all working capital in the opening of new stores.

{{quote "Against the background of a decrease in demand for economic reasons, people are ready to spend money only on proven products for years, while potential buyers need time to take a closer look at the new brand," Oleg Voronin, owner of the Russian clothing brand I Am Studio, explained to the publication. }} Among the problems facing the fashion market, Marina Malakhatko, head of the retail department of CORE.XP, called the increase in the cost of raw materials and logistics costs, and as a result, the rise in the cost of the final product, the publication reports.^[1]

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