There are twin-packs of comfy men’s pyjamas. There are summer kaftans. And there are, of course, knickers — sold in reassuring white multi-packs.
Welcome to Moscow’s Marks & Spencer, one of the chain’s newest overseas branches, and part of an ambitious expansion drive that is transforming M&S into a global brand.
The store opened its first franchise in Russia less than two years ago. It now has 10 branches in Moscow and St Petersburg, as well as in the cities of Nizhni Novgorod and Yekaterinburg.
Yesim Aydinoglu, Russia manager said many Russian shoppers had discovered M&S on trips to London. “People had heard about the brand; it was a good advantage.”
At first glance, the M&S store in central Moscow’s glittering Evropeisky shopping centre looks just like its British counterparts. The big difference is that none of the Russian branches stocks food because of the problem of sourcing high-quality local ingredients.
M&S’s branches in Russia are operated by Fiba — a franchise partner that also manages its stores in Turkey and Ukraine. The company is reluctant to discuss future plans but more Russian franchises seem certain to open soon.
Department stores are a novel idea in Russia. But they appear to be catching on fast as the economy, buoyed by gas and oil revenues, continues to grow.
Up to 70 000 customers a week shop in M&S Russia, says Aydinoglu. Most of them are female.
The other significant difference between Russia and the UK is price. M&S goods cost 20% more here than in Britain — mainly because of import tax, and hardly surprising given that Moscow is now one of the world’s most expensive cities. — Â