Familia launches its first specialised homeware store

13 September 2021 – Familia, the leader in Russia’s off-price retail market, oplaunches Familia Home, its first off-price store specialising in homeware and decor.

Familia Home opened in Moscow at Riviera, one of the largest shopping centres in the city. With more than 300 square metres of floor space, the store offers over 22,000 SKUs from brands including BergHOFF, Rondell, Bohemia, Vitesse, Bugatti, Tefal, Vitek, Maxwell, TAC and others.

Familia Home is a completely new format for the Company, offering a range of products that are markedly different from the household goods available at other Familia stores. Familia Home focuses in particular on premium designer brands in home furnishings. Drawing on its lengthy procurement experience and global network of suppliers, the Company has put together a product range that is in line with the latest homeware trends and meets the needs of customers.

The new store’s assortment covers numerous categories, including a wide selection of glass and metal dishware, lighting fixtures, decor and furniture, high-quality home textiles, and natural and blended carpets and rugs in every imaginable size. The Company is also testing new categories – cut-to-length wallpaper and tablecloths that are not available in mainstream Familia stores – at large discounts.

Svetlana Mozhaeva, Familia’s CEO, said:

Since the Company’s founding in 2000, we have grown from a small chain of stores to become a nationwide player and the leader in the off-price segment, having earned the trust and loyalty of customers.

Our team has consistently developed its expertise not only in fashion but also in the homeware segment, and our stores offer a wide range of products in this category. We have in fact been dealing with brands in the homeware, comfort and decor categories for a long time.

Thanks to Familia’s flexible business model, we have adapted to market trends and new customer needs by devoting a separate format to homeware products. The opening of our specialised Familia Home store is our response to the growing demand for products in this category. This step meets the needs of customers in the off-price format – their lifestyle and habits have undergone significant changes due to the pandemic – and is in line with our strategic priorities for the Company’s development as a whole. We hope that Familia Home will enjoy a high level of demand among shoppers, and we will continue to develop this area by adapting it to meet current market demands.

About Us

Familia is a fast-growing and sustainably profitable off-price retailer specialising in apparel and homeware. Founded in 2000, it was a pioneer in the Russian off-price market and currently operates the largest national chain within this format. As of today, Familia boasts 367 stores across 111 cities in Russia, and also operates in Belarus. In total, around 6,000 employees work with Familia, including at the Company’s head office in Moscow.

Familia offers a constantly rotating assortment of products in more than 250 product groups in the categories of apparel, footwear, homeware and other goods for the entire family at discounts of up to 85% off recommended retail prices. Every year, Familia stores stock more than 7,000 national and international brands from more than 50 countries.

Contact Information
Familia Media Relations Department