15 years
of fashion
creation
To dream big
Life hustles and bustles inour head office and offices abroad. Abig team puts into practice ideas that atfirst glance seem unrealizable. Weare determined tobring tolife all ofthem, whatever obstacles wemight face
Our aim tobeinthe vanguard offashion retail. The entire corporate culture isaims atreaching this goal.
67
stores
1
brands
1
countries
10
cities
Power
lies
in the
team
Mikhail Urzhumtsev
CEO
What Melon isunique and strong with isits team
Wedon’tjust gotowork, weare acool team ofthink— alike people where everyone can fulfill their most daring aspirations and probe themselves inthe brand new. Atthestart, wewere but 938 people, Melon’steam today has over 5000 people with burning eyes and hearts, with everyone inspiring and charging each other.
100
Kyrill and Katya
SELA operation director and SELA T&D manager
Igor
befreeman creative director
Aliona
Marketplace specialist
Yulia
Head of the personnel hire and training group
Sergei
Befree leading architect
Ira
Befree E-com director
Liza
Head of the LOVE REPUBLIC commercial merchandisers group
To be
the
first
Melon Fashion Group today isone of the leaders inthe fashion industry, aleader that isinthe on— going search ofnew ideas which itpromptly implements, pioneering with ingenious solutions.
One ofthe first fashion companies inRussia, Melon Fashion Group started toinvolve celebritiesin its advertising campaigns.
20
20
LOVE REPUBLIC presents its exclusive collaboration with Roberto Cavalli, anitalian house ofhaute couture
Ravshana Kurkova, apopular russian actress, became the ZARINA ambassador and its limited collection named «beproud tobeawoman». ZARINA has released asocial project under the same name, its heroines are common young women, successful inthe jobs they like
Sela releases ananimated cartoon campaign designed bythe brand art director
19
LOVE REPUBLIC presents two collections incollaboration with the legendary barbie and releases aperfume line named «LOVE EDITION», aworld-famous top model Alessandra Ambrossio became its face
Befree release avideoclip ofthe song «Lunar hypnoses»
18
Apopular blogger and tvhost Regina Todorenko became the face ofbefree, afamous singer and actress natalia oreiro became that ofZARINA
17
ZARINA Zarina presented aclothes line named «beproud ofrussia» inspired bythe symbols ofnational pride
15
ZARINA initiated acharity project called «fashion with meaning» joined and supported byNatalia Vodyanova, afamous top model and philanthropist. Drawings bypeople with special needs served the basis ofthis collection
14
Inthe framework ofthe 28th season ofmercedes-benz fashion week Russia, there was shown acapsule prêt-a-porter collection byRenata Litvinova forZARINA named «for those who care»
ALOVE REPUBLIC fashion show devoted toits 5th jubilee and featuring the top model Irina Shayk
12
The top model Naomi Campbell became the face ofLOVE REPUBLIC
10
Befree broadened its assortment range and introduced the befree man line
09
Befree customers called the russian actor Gosha Kootsenko aman oftheir dreams, and the brand invited him toparticipate inthe advertising campaign ofss’09. Apart from this, hecreated his own mini collection under the name «befree + goshak» and released ayou are not like others music disc
Nadezhda Granovskaya and Vera Brezhneva became the face ofthe new brand LOVE REPUBLIC, itbecame popular among customers innotime
08
Anadvertising campaign «befree + Arshavin» with aslogan «score agoal!»
05
Birth ofMelon Fashion Group, with aportfolio consisting oftwo brands— ZARINA and befree.
TO MAKE
THE WORLD
BETTER
Not only business goals are important forus; weare striving tolive inharmony with the society and environment. The company has set afew directions asits goal, they became the staples ofits social policy.
Melon Fashion Group participates inthe Donor Day and supports sports events. In2019, the company and all its brands stepped onthe sustainability route, designed sstrategic sustainability program, one ofits items being tominimize plastic production, another— use ofrecycled materials. The main project has been along-term collaboration with the RAOUL Charity Foundation. The company participates inthe supported employment program providing workplaces toyoung people with low starting possibilities
IN THE FOCUS OF ATTENTION
MELON FASHION GROUP ISAPOPULAR NEWSMAKER INTHE BUSINESS COMMUNITY. ALL NOTEWORTHY EVENTS ARE WIDELY COVERED BYMASS MEDIA.
Retail.ru
LIFE HAS GIVEN US AN OPPORTUNITY TO THINK, REFRESH AND THROW NEW FORCES INTO THE BATTLE
Fashion industry appeared tobeone ofthe most vulnerable inthe unprecedented situation oflock-down and self-isolation
dp.ru
MONSTROUS TALENT
Mikhail Urzhumtsev, CEO ofMelon Fashion Group, speaks about fashion retail, death offranchising and clothes for «monsters»
cre.ru
WEMAKE ABET FOR BRANDS THAT WORK
#BusinessAttheFront
FASHION INDUSTRY GOES OUT OFISOLATION
Mikhail Urzhumtsev, CEO ofMelon Fashion Group, participated inMikhail Kouchment’s (aco-founder ofHoff hypermarkets) #BusinessAttheFront project
marketmedia.ru
«WESTRIVE TOONE HUNDRED»
Mikhail Urzhumtsev, CEO ofMelon Fashion Group, stated toMarketMedia that the company plans toreach 100 billion roubles ofturnover per year, and heexplained inwhat respect fashion industry iscooler than drugs business. One can watch orread!
Still more mass media materials in the Press Center section
And this is
just the
beginning
There were exciting 15 years full ofchallenges and triumphs. Noless wonderful road ofdevelopment isstill ahead ofus. We’lldoeverything possible and beyond that inorder tocreate the big worldoffashion and open itfor others.
Thank you toevery person inMelon, every partner and supplier for development offashion industry. Thank you, dear customers, that you have chosen collections ofour brands! This isatrigger for new achievements!
