The Hollola-based women's fashion store, Naisten Pukutehdas opens its second clothing store in St. Petersburg. The NP-fashion store opened its doors along the city's main road in June. The company's five-year vision is to open up about twenty fashion stores in Russia.
- Establishing our own retail chain in Russia is a significant strategic step for us, says the company's Managing Director Risto Rosendahl.
The family business, which was founded in 1919 took a huge leap forward a couple of years ago when it left moved on from wholesales and entered the retail market by opening up specialized women's NP fashion stores. The company owns already 11 stores in Finland.
The company has its own designers and the clothing are manufactured for instance in the Baltic countries and Turkey. The company does not manufacture in Finland. Its headquarters in the southern Finnish town of Hollola are primarily a logistics centre.
According to Rosendahl the timing of the company's integration to Russia was also affected by the current situation on the market.
- Thanks to the financial crisis the shockingly high rentals of St. Petersburg have now reverted back to a more reasonable level, adds Rosendahl.
The company uses Radio Frequency Identification, RFID, remote tags. The intelligent concept has been developed by Rosendahl Digital Networks technology enterprise, which is also run by the Rosendahl family. The customer can use a remote terminal to look up additional information on the products, compare different outfit options and order clothing for fitting directly into the fitting rooms.
The system is familiar to the customers of some of the biggest retail stores in the world. - Wal-Mart and Marks & Spencer have applied RFID technology in their business. NP however is a forerunner in its development within the world's clothing industry.www.np-collection.com