Bodywear label Sloggi opens first monobrand stores in Greece, Hungary
Swiss bodywear label Sloggi has begun building its monobrand store network with a first opening inside the Mediterranean Cosmos shopping mall in Thessaloniki, Greece’s second-largest city.
“Sloggi customers were waiting for a monobrand store which could showcase our entire range, especially one in which we can also promote our men’s underwear,” said Sloggi’s newly appointed Global Head of Omnichannel, Alex Cara, talking to FashionNetwork.com. Cara added: “Our strategy is to enter a select number of markets where our brand is well-known. For our initial growth phase, we are seeing a strong potential in Eastern Europe and Asia.”
Sloggi decided to start from the Cosmos Mall in Thessaloniki because Greece is one of the markets where the brand is most successful. Also, Sloggi products were already being sold at the shopping mall’s Triumph store. In the newly opened 45 m2 shop, Sloggi presented all its latest lines, from S by Sloggi to Zero Feel and Move, indicative of the new market positioning sought by the Triumph group’s brand.
The inauguration of the Thessaloniki store was closely followed by the opening of a store inside the Arkad Mall, a shopping centre in Hungary’s capital Budapest. Later in the year, Sloggi is planning to open a monobrand store in China too. In 2017, Sloggi began to shift towards independent retailing, moving out of Triumph’s e-store to launch its own website. A direction on which Sloggi, which will celebrate its 40th anniversary in 2019, is now decisively set after opening its first monobrand stores.
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