Russian retail giant makes its London debut at the gateway to the Olympic Park
London, UK 30 March 2012
Bosco today unveiled its first ever UK store at Westfield Stratford City, London, as the fashion, lifestyle and sportswear label looks to become one of the few Russian consumer brands to establish a successful retail presence overseas.
The new shop is Bosco’s 65th and its first permanent store outside Russia and Ukraine. The flagship store on Moscow’s Red Square overlooks the Kremlin and Saint Basil’s Cathedral – gateway to every Russian’s heart. An equally meaningful location has been selected for Bosco’s UK debut: the gateway to the London 2012 Olympic Games, Westfield Stratford City. The shopping centre offers the high-end retail environment that has made Bosco such a force in Russia, and the strong Olympic connection that has given the brand an increasingly visible presence in the sports world. Bosco is a National Partner of the Sochi 2014 Winter Games, and any Russian, Ukrainian or Spanish athlete at the Ceremonies or on the podium at this summer’s Olympic and Paralympic Games will be wearing Bosco’s bold and beautiful designs.
Bosco’s founder, Mikhail Kusnirovich, underlined the significance of Bosco’s arrival in the UK:
‘It has always been an ambition of mine to expand Bosco globally and to touch consumers in the West in the same way we have in Russia. Sport and style are universal languages, and our inspiration: we put all of that colour, that pride and that passion into our designs. This Olympic year, we are bringing something fresh and exciting to the most discerning shoppers in the world.’
The Bosco store will sell three lines that have already enjoyed great success in Russia: Original, Active and Fashion. The designs have a strong Italian influence, but retain their classically Russian feel: a universal chic with a distinctly local flavour. Kusnirovich believes this combination will appeal to British consumers:
‘What sets Bosco apart is that mixture of old Russia’s heritage and new Russia’s flair. There is nothing else like it on the British high street, and we are confident that when people see their Olympic and Paralympic heroes wearing Bosco, and celebrities in the crowd wearing it too, it will create a real buzz – just like we did in Vancouver, Beijing and Turin.’
Bill Giouroukous, Director of Operations at Westfield, added:
'We are delighted to welcome Bosco not only to Westfield Stratford City but to the UK. Westfield Stratford City is home to a host of new brands and concepts. The centre is ideally located as the prestigious gateway to the Olympic Park and with over 70% of all visitors to the Park passing through the centre. As such the location presents a perfect opportunity for Bosco to highlight their strong connection to the Games.’
Bosco will unveil its kits for the Russian, Spanish and Ukrainian Olympic teams and the Russian and Spanish Paralympic teams at a major launch event in London at the beginning of June. At the same time, Bosco will also be revealing the location of The Bosco Club – the brand’s Games-time hospitality venue that proved such an irresistible draw to VIPs and fans in Turin, Beijing and Vancouver.
– ENDS –
Notes to Editor
Bosco infuses universal chic with a local flavour, inspired by the passion and emotion of sport and delivered to consumers through smart, stylish and engaging channels.
Bosco is part of the Bosco di Ciliegi Family Group of Companies, founded by Mikhail Kusnirovich in Moscow in 1991.
Bosco’s London store will be its first store outside Russia and Ukraine, with the exception of Olympic Games periods – Bosco operated pop-up stores at the Games in Turin, Beijing and Vancouver.
Bosco has been Team Russia’s official outfitters since Salt Lake City 2002 and has been a general partner of the Russian Olympic Committee since 2003.
Bosco has been a National Partner of the Sochi 2014 Organising Committee (equivalent of London 2012 Official Olympic Partner) since 2009, and in 2011 played a key role in the design and delivery of the official Look of the Games.
Bosco is also official outfitter to the Spanish Olympic and Paralympic Committees, the National Olympic Committee of Ukraine, and the International Tennis Federation, as well as a range of domestic sports federations and athletes.
For more information, please contact Alex Corp at:
Media@BoscoSport.ru; +44 7833 050 850; +44 1892 860 860
As a service to our readers, Around the Rings will provide verbatim texts of selected press releases issued by Olympic-related organizations, federations, businesses and sponsors.
These press releases appear as sent to Around the Rings and are not edited for spelling, grammar or punctuation.
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