Fashion House Group (FHGR)

Fashion House Group (FHGR) is a player in the market of outlet centers in Europe, a developer and management company in this segment in Central Europe and Russia, FHGR has experience in bringing projects to emerging markets.

FHGr specializes in both development and outlet center management.

History

2024: Lease over 3,500 square meters per year

Fashion House Group outlets in Moscow and St. Petersburg reached record rental volumes in 2024.

The total amount of leased space exceeded 3,500 square meters. The company announced this on January 22, 2025.

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Фото: Fashion House Group

Outlets in Sheremetyevo and on the Tallinn highway concluded more than 30 lease agreements during the year, including contracts with both new tenants and existing ones that expanded their retail space.

In total, both outlets accepted 17 new tenants in 2024. Contracts were also signed with three tenants to more than double their space. Among them are the Italian brand Mezzatorre, the Russian designer brand Charuel and the multi-brand women's clothing store Dress & Happiness, which offers collections of Italian and Polish brands.

With economic instability, price remains the deciding factor. A significant proportion of visitors to outlets in recent years are high-income people. For such buyers, not only cost plays an important role, but also the emotions that they receive from shopping, as well as the uniqueness of brands and the quality of the assortment.

The variety of proposals was also reinforced by the growth of cross-border trade in branded goods. This trend began in 2022, when foreign brands first left the Russian market, but then began to return through various channels, such as representatives of other companies or multi-brand stores.

In 2024, lease agreements were signed in the Moscow outlet for a total area of ​ ​ 1,800 square meters. Key tenants include multi-brand store JoyStreet, which offers casual clothing from international brands such as Napapijri, Vans and Lee Wrangler. The departed brands were replaced by the Swiss women's clothing brand Caterina Leman and the European brand Loriata. In addition, the German premium brand Betty Barclay is preparing to open.

Another important addition was the Dizz multi-brand store, which focuses on Russian designers.

In 2024, Fashion House Group outlets demonstrated a clear strategy to support Russian designers. In particular, Russian retailers opened stores in vacant premises. For example, the outlet of the high-tech brand Putin Team Russia appeared in the Moscow outlet. Also on the eve of the New Year, the Sabellino women's clothing store of domestic production was opened.

The company noted the active development of the children's segment in the Moscow outlet. Along with the above discoveries, the company store of the Russian manufacturer of children's shoes "Kotofei" began to work there. And even earlier, the Scandinavian brand of children's clothing and shoes Lassie appeared.

In the St. Petersburg outlet on Tallinn Highway in 2024, agreements were signed with the world brand Benetton and the German premium brand of casual clothing Marc O'Polo. Stores have also opened for women's handmade shoes Alfa Manufactura and the Chinese sports brand Baasploa, which has won worldwide recognition.

In addition, vinoteca and Ladoga Wine restaurant appeared in the outlet, as well as the European Gymnastics Center, specializing in the physical and emotional development of the personality according to popular European methods.

A separate event was the opening of the Sneakerbox multi-brand sports store with the flagship Reebok brand, as well as Lamoda Sport Outlet.

Lamoda Sport Outlet is an example of a trend where online retailers are starting to open offline points to strengthen communication with customers and provide an opportunity to interact with the product. Such stores help sell surplus past collections, including products from global brands such as Adidas, Reebok and Puma.

This hybrid strategy highlights the growing importance of offline stores as part of the strategy of large brands.

In recent years, local brands and retailers have taken high positions in almost all fashion segments - sports, casual and evening clothes, as well as underwear. Previously, they mainly sold their products through social networks and marketplaces, but now go offline, "said Brendon O'Riley, Managing Director of Fashion House Group.

He added that every year traffic in shopping centers and outlets is growing, as is the number of stores and their area. We have strengthened cooperation with Russian brands that are ready to close the needs of our outlets.

The expert also said that in 2025 Fashion House Group plans to announce new deals, including a partnership with one of the largest Russian retailers.

2017

5 outlet centers

The company has implemented and operates five FASHION HOUSE outlet centers in Poland, Romania and Russia with a total rental area of ​ ​ almost 100,000 sq.m.

The company as of April 2017 is part of Liebrecht & wooD Group, a European development company established in 1991. For more than 20 years, Liebrecht & wooD has been operating in the largest markets in Central Europe - in Poland, Romania, and now in Russia.

Aktivs

According to information as of April 2017, the FASHION HOUSE Group portfolio in Russia includes two projects in Moscow and St. Petersburg: FASHION HOUSE Outlet Center Moscow, opened in 2013, and FASHION HOUSE Outlet Center St Petersburg, which is under construction. These are the first closed outlet centers in Russia. The total total investment in the development of these facilities, including the planned construction of the third stage of the outlet center in Moscow, will exceed 200 million euros. In April 2016, FASHION HOUSE Group opened the country's first online outlet with guaranteed delivery within 4 working days, available to more than 40 million buyers in Central and Western Russia. The Internet outlet has become a key component of the company's omnichannel strategy, focused on modern customers.

FASHION HOUSE Online Shopping combines the benefits of traditional outlet centers, and these are, above all, daily discounts, with the convenience of online shopping. During the first year since its official launch in April 2016, the project has already been praised by both customers and business partners. Online tenants offer more than 20 leading brands here, including Trussardi, Brums (children's clothing), Tom Tailor, Quiksilver and Meucci. The store's brand portfolio is constantly growing.

FASHION HOUSE Online Shopping runs in flash sales mode. The range is specially selected and displayed online for a limited time. This makes the offer exclusive, the product automatically becomes limited, and the transaction becomes mandatory for the client. Buyers have some important additional options, which makes e-shopping very convenient. Customers can choose the payment method - buy online, or pay in cash or by card to the courier on delivery. About 75% of buyers prefer to pay in cash on the spot. In addition, the goods ordered on the Internet can be picked up directly from FASHION HOUSE Outlet Center Moscow. FASHION HOUSE Group also took into account the problem of fitting, which is relevant for online shopping in Russia. Customers can try things on and return to the customer if they don't fit. 75% of consumers also enjoy this opportunity.