How to scale a local business: session of the Department Store business programme of the National Centre RUSSIA at INNOPROM 2025

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The session "Win: how to scale a local business" took place as part of the business programme of the Department Store of the National Centre RUSSIA at the INNOPROM 2025 International Industrial Exposition.

The path to recognition and demand may be challenging, but it is also engaging and rewarding, said Nina Ruchkina, founder of the brands Russian in Fashion and Nina Ruchkina.

"I was born in the city of Nizhny Tagil, built my entire career in Yekaterinburg, and have been living in Moscow for eight years. The scaling of my brand is happening through a cultural branding project — the creation of designs dedicated to each region of our country. In this way, we collaborate with the large corporate sector, the public sector, and businesses, creating souvenirs connected with different corners of Russia. Each region has its own product line composed of unique handcrafted items. A scarf is a very convenient gift — an understandable souvenir that is easy to transport and makes an impressive present," noted Nina Ruchkina.

The designer emphasised that the scarf is the flagship product of the Russian in Fashion brand, and it is appreciated by both those who give and those who receive it. Customers often leave warm and heartfelt feedback.

Nina Ruchkina shared that their accessories are available on online platforms, making it possible for any woman across the country to treat herself to these authentic pieces.

The Russian in Fashion brand was founded in 2014 as part of the Nina Ruchkina fashion house. The key philosophy of the brand is the study and popularisation of the country’s cultural legacy through the lens of modern design trends. In addition to silk scarves, the design bureau produces shawls, stoles, notebooks, umbrellas, and other accessories and souvenirs that incorporate traditional ornaments, patterns, folk painting styles, decorative arts and crafts, masterpieces of Russian art, and contemporary images of Russia.

The Department Store space of the National Centre RUSSIA showcases the brand’s flagship products — silk scarves with a distinctive national character.

The stand of the Department Store of the National Centre RUSSIA at the INNOPROM 2025 International Industrial Exposition presents visitors with unique goods from 100 Russian manufacturers across 46 regions. All items can be purchased directly at the stand. The exposition is divided into four thematic categories: "Groceries" featuring gastronomic brands, "Accessories" with original jewellery, "Folk Crafts and Trades" showcasing traditional painted items, and "Cosmetics" offering natural products based on old recipes.