In a notable shift for the fashion retailer landscape in Russia, Zara stores, part of the Spanish conglomerate Inditex, are planning to reopen under a new brand identity this April. This development has been reported through News, referencing the insights of Nadezhda Tsvetkova, the head of retail space rental at CORE.XP. The move signals a strategic relaunch rather than a simple revival of existing stores, with the rebranded chain expected to carry a refreshed concept and potentially different in-store experiences.
The initial reopening will occur at Aviapark, a major shopping destination where public geographic information systems indicate the presence of the new brand name Maag. This early location sets the tone for the broader rollout, suggesting a carefully phased approach to reintroduce fashion offerings in the market while aligning with local consumer expectations and regulatory considerations.
Looking ahead, more outlets previously associated with Zara will resume operations, though these spaces will be reserved strictly for brand stores and will not be repurposed for other labels. This phased strategy aims to preserve the brand’s identity while allowing for operational flexibility as the market reopens and capacity constraints ease.
At the same time, Olga Antonova, head of the retail real estate department at Commonwealth Partnership, emphasized that the relaunch will proceed in stages. She noted that stores would reopen gradually as sites become ready and as contractors complete refurbishments, all in line with the established delivery schedule. This measured approach helps ensure consistency across the portfolio and minimizes disruption for shoppers and tenants alike.
The company has discussed plans with buyers to renovate and reopen locations in the spring, with the overall process proceeding in line with the original roadmap. After renovations, new store concepts are expected to launch, with refreshed interiors and product assortments designed to meet contemporary consumer tastes while maintaining the brand’s core aesthetic and value propositions. The collaboration between property teams and brand leadership is described as ongoing and coordinated, aiming to deliver a cohesive customer experience across the network.
Previous coverage noted the emergence of a flagship store in Moscow, situated on the former H&M site on Tverskaya Street, underlining the market’s anticipation for elevated retail experiences. The broader real estate strategy appears to blend a renewed brand narrative with strategic locations that attract high foot traffic, supporting the goal of sustaining brand visibility and market relevance in a dynamic retail environment.