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09.11.2017 | Лидия Соколова

Behemoth enters the segment of children's clothing and shoes

The largest chain selling children's toys "Behemoth" has entered the Moscow market in a new format. Now the retailer, in addition to toys, will present children's clothing and shoes from Russian and European manufacturers. The first hypermarket of the chain opened in the shopping mallWaypark. The leased area is almost 2,000 square meters, the contract is concluded for a period of 9 years.



The decision to expand the product line, as they say in the press service of the Behemoth network, is due to the lack, according to the company's management, of high-quality offers and increased demand among the target audience.

"We decided to start the development of our new hypermarket format in the Moscow region with «Waypark», which suits our needs in terms of the leased territory and the orientation of the shopping center. There are shops and entertainment venues in the shopping center, aimed at families and children, and this is 100% our target audience.

Irina Korobetskaya,head of the FCS division "Behemoth".

Out of 1,200 square meters of retail space, about 500 will be given over to children's clothing. Another part of the area is reserved for children's shoes.The retailer plans to open 2-3 more new hypermarkets in Moscow next year.

«We are glad that the new format of the hypermarket of children's goods «Behemoth» opens on the squares of our shopping center «Waypark», a significant part of which is given over to the entertainment component, including and the nursery. The lack of a competitive offer in the segment of children's goods in the nearby area, the high attendance of the shopping center (up to 25,000 people on weekends and holidays) became decisive factors when choosing a site for the launch of the new format of the Behemoth network.

Olga Filippova, Commercial Director of the shopping mall «Waypark».