Happy Easy Anyway

History

2024

Opening stores in Russia

On July 5, 2024, the Chinese clothing brand Happy Easy Anyway (HEA) opened the first store in Russia. It is located in the Perm shopping center "Planet" at the address of the Cosmonauts Highway, 162B.

The salon with an area of ​ ​ approximately 74 square meters is located on the second floor of the named shopping center. This, as the Kommersant newspaper notes, is not only the brand's first outlet in Russia, but also the company's debut outlet outside China, where HEA has about 200 stores in large cities.

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Happy Easy Anyway

HEA is an interesting Chinese youth clothing brand that deals with a variety of styles, from casual clothing to sports and street fashion. We are aimed at a youth audience and offer fashionable and modern things at affordable prices, - says the shopping center website.

The second Russian HEA store will open in the Planeta shopping and entertainment center To Ufa by the end of 2024: the area of ​ ​ this salon will be almost 100 square meters. The plans are to open stores in,, and Krasnoyarsk. Novokuznetsk Novosibirsk In addition, the launch of points in and, Yekaterinburg Kazan as well as, possibly, in is being prepared. The Magnitogorsk^[1] in the Planeta shopping center]

Entering the Russian market

On April 11, 2024, it became known that the development company Malltech entered into a cooperation agreement with the Chinese retailer Happy Easy Anyway (HEA). As part of the partnership, HEA clothing stores will appear in various cities of Russia.

According to TASS, the opening of the first salons of the Chinese brand in shopping centers managed by Malltech is scheduled for 2024. In particular, the HEA store with an area of ​ ​ 74 square meters will appear in the Planeta shopping and entertainment center in Perm, with an area of ​ ​ 99 square meters - in the Planeta shopping and entertainment center in Ufa. The priority for opening new stores is also other shopping and entertainment centers managed by Malltech, including facilities in Krasnoyarsk, Novokuznetsk, Novosibirsk and St. Petersburg.

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Unsplash

In parallel, in this [2024] year, it is planned to open HEA in Yekaterinburg and Kazan, there are also plans to withdraw HEA to Magnitogorsk. As for Moscow and St. Petersburg, we plan to enter these cities in the last place, especially Moscow, "says a representative of the Russian division of the HEA group of companies.

It is noted that Happy Easy Anyway is developing several business areas: the production of clothing and accessories for men and women (HEA itself), restaurant business (HEA Tea and Coffee), cultural sphere (cultural and creative school Longshi), as well as hotel business (Longshi hotels). The Chinese brand will start working on the Russian market by selling men's, women's and children's clothing, as well as accessories. The first NEA store in St. Petersburg can earn in the first half of 2025, in Moscow - in the second half of the same year. In the future, it is planned to open HEA Coffee coffee houses, HEA mini-hotels, hostels and linguistic studios for teaching Chinese HEA Language.^[2]

Notes