Answear com S A : .com opened the PRM Concept Store in the Norblin Factory

Answear.com, a leading e-commerce offering fashion and design in the CEE region, to meet consumer expectations, has launched the first stationary sales point of the new, exclusive PRM brand.

PRM Concept Store is a unique place on the map of Warsaw presenting a selective portfolio of high fashion brands, including those previously unavailable in our part of Europe. On 600 sq m an originally designed space, in the prestigious location of the Norblin Factory, you will also find limited collections and collector's products.

On April 19, the PRM brand invited the creators of the original concept from Krakow, international business partners, brand representatives from many European cities, foreign designers and local artists to its space to present its new concept. The evening was honored with an original solo performance by Wojtek Mazolewski, the unveiling of Jakub Gliński's works in the gallery space of the boutique, and DJ Set Keinemusik in support of emerging talents of the Polish electronic scene in the friendly Donkey Shoe space, which was transformed from a speakeasy bar into a private club PRM for that evening.

Nearly 600 sq m. The area of the first PRM concept store is filled with art, design and culture, including music, which occupies a unique place at PRM - a dedicated vinyl zone.

- The PRM boutique will not resemble a traditional store or any other place that can currently be found in Warsaw. We focused on our own concept store formula, which combines top-class fashion with culture expressed through design, art and music. In addition to many unique brands, in our boutique you can find, among others: a carefully selected collection of vinyl records. For customers who value their privacy, we also offer shopping with the help of our stylists in a space dedicated to them. We do this because we want to provide our customers with unique shopping experiences, as well as create a meeting place for the PRM community and the most interesting cultural events in the city - comments Kamil Bajołek, PRM Brand Director.

Until now, purchases could be made via the online store PRM.com, and from April 19 also in the first PRM concept store in the Norblin Factory. Brands available at PRM include: Maison Margiela, Rick Owens, Kenzo, A Bathing Ape, Human Made, Filling Pieces, Fiorucci, Carhartt, Common Projects, Maison Mihara Yasuhiro, adidas Originals, New Balance and, for the first time in the region, Sports&Rich. The selective offer of the salon will be constantly developed. Soon there will be, among others: Maison Kitsune or VETEMENTS.

- The stationary concept store complements the long-term development strategy of the PRM brand, especially its image; both on the local market and internationally, especially in Europe. Our goal is to smoothly adapt selected global trends, but also to present our local resources to international consumers. We focus on building an open, borderless community, promoting native talents and spreading the uniqueness of the Polish market beyond its borders - adds Kaja Wrzeszcz, the new Image Marketing Director of the PRM brand.

Answear.com will come to the Norblin Factory

In May, also in the Norblin Factory on level +2, the Company will launch the first Answear Concept Store. On nearly 2,000 sq m. innovative shopping space, in addition to purchasing a carefully selected offer of premium brands, customers will be able to use an interactive fitting room, a shopping concierge, a customization point, above-standard services at the highest level from the collection of online orders and the possibility of making immediate returns.

For fashion brands, especially luxury and globally renowned ones, physical presence and direct interaction with customers are extremely important in order to fully present their highest quality products and be closer to customers. For this reason, opening showrooms is a natural decision of the Company, which focuses on premiumization of its offer.

- Since the pandemic, we have seen consumer behavior changing. We see a certain saturation of online experiences, some customers are looking for a more direct shopping experience in the offline space. They prefer physical visits to stores, where they can see and touch a given product. Wanting to operate omnichannel and reach our customers more broadly, we decided to open the first stationary stores - comments Krzysztof Bajołek, President of the Management Board of Answear.com.

Due to the large scale of the Company's e-commerce operations, the share of stationary sales in total revenues will not be significant, but the company is counting on image benefits and those resulting from building closer relationships with both suppliers and consumers.