A showroom of the Irkutsk brand Suburbia has replaced fashion blogger Nikita Efremov's shop on Nevsky Prospekt. The Russian clothing brand recently opened its first store in St. Petersburg, occupying the premises on Nevsky Prospekt, 150, where Nikita Efremov's store used to be. The deal was facilitated by brokerage company NF Group. The Suburbia store spans an area of 94 sqm and is located on the ground floor of a historic building with separate entry from Telyezhny Pereulok. Earlier this year, Nikita Efremov's store moved to Bolshaya Konyushennaya Street, 12.
Suburbia was founded by Yana Selezneva and currently has stores in Irkutsk, Krasnoyarsk, Novosibirsk, and Moscow. The brand's creative director, Irina Sivaeva, stated that the store's design was inspired by airport aesthetics. The trend of local and regional fashion retailers opening stores in popular shopping locations in St. Petersburg is growing, according to NF Group. Over the past six months, several Russian brands, including Le Journal Intime, Radical Chik, Achers, In Trend, Norppa, and Borsetta, have opened on Nevsky Prospekt. Anna Lapchenko, Head of Retail Real Estate at NF Group in St. Petersburg, predicts that there will be many new store openings by Russian designers in the city by 2024.
In October of last year, Nikita Efremov's clothing store faced accusations of selling counterfeit products from well-known brands. However, an examination found no counterfeit goods, and the police did not open a criminal case. The Russian fashion market continues to expand, with the opening of Suburbia's flagship store in a prime location on Nevsky Prospekt being a notable development.
