How to scale a local business: session of the Department Store business programme of the National Centre RUSSIA at INNOPROM 2025
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.
Event photobank
On July 9, Presidential Plenipotentiary Envoy to the Urals Federal District, Artem Zhoga, visited the stand of the Department Store of the National Centre RUSSIA.
The high-level guests were introduced to the concept of the project, which showcases a unique collection of goods from regional brands.
The third day of the stand’s operation confirmed the growing demand for Russian goods.