Italian fashion house Gucci, which is owned by French conglomerate Kering, has confirmed that it has taken “direct control” of its shops in Moscow as part of its strategy to "enhance the consistency” of its “customers' experience”.
The fashion label has six boutiques in Russia, including three in Moscow, which it will run directly, while its shops in other towns will continue to be run by local partners. In addition, the Italian brand has stated that it will also open two new points of sale in the Russian capital, including a new four-floor flagship in the upmarket GUM department store.
Chief Executive Patrizio di Marco said the move was to: "Enhance the consistency of our customers' experience across different markets through progressively taking control of stores that have historically been operated by franchisees and wholesalers", in a statement to Reuters.
This strategy has so far been used to take control over boutiques in America, the Gulf and India.