A clothing brand from Irkutsk, Suborbia, has opened its first store on Nevsky Prospekt in St. Petersburg, taking over the space previously occupied by Nikita Efremov's store. The store spans 94 square meters and is located on the ground floor of a historic building with its own entrance from Telezhny Pereulok. The design of the store is inspired by airport aesthetics, according to Irina Sivaeva, the creative director of Suborbia.
Nevsky Prospekt has seen a trend of local and regional fashion retailers choosing popular locations for their stores, according to NF Group. In the past six months, several Russian brands, including Le Journal Intime, Radical Chik, Achers, In Trend, Norppa, and Borsetta, have opened stores on Nevsky Prospekt. Anna Lapchenko, the head of real estate at NF Group in St. Petersburg, predicts the opening of many new stores by Russian designers in the city by 2024.
In March 2024, Nikita Efremov's clothing store relocated to a larger space on Bolshaya Konyushennaya Street. Last year, allegations were made against Nikita Efremov's stores, claiming they were selling counterfeit goods, but an investigation did not find any counterfeit products.
Suborbia, founded by Yana Selezneva, also has stores in Irkutsk, Krasnoyarsk, Novosibirsk, and Moscow. The brand aims for a successful business in the fashion retail segment, targeting the center of St. Petersburg and premium surroundings.
