BTK Group, a clothing producer and retailer, is rebranding its retail outlets. The company’s chains Director, Bestmen and FOSP, all of which currently sell the company’s Onegin and FOSP clothing brands, will now operate under one name, that of BTK. Overall, the BTK Group has invested around $1.3m in the rebranding of a total of 18 stores. The return on investment period has been estimated by BTK at 1.5 years.
The outlets operating under the new banner will also undergo some changes in their product assortment. In addition to clothing, the stores will now also stock footwear and leather accessories. The Onegin and FOSP clothing brands will disappear from stores within one year.
The company plans to open 10 franchise stores in Russia every year. Each outlet is to stock 2,000 SKUs on a trading space of 120-170 m2.
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