The German fashion label Rich & Royal is entering Russia with 10 retail corners this July. Six of the 10 corners, each about 15 sq. meters in size, will be in Moscow, while the remaining four will be in St. Petersburg.

“The Russian market is changing,” said Denis Stupp, CEO of Peter Stupp Mode Design GmbH in Freiberg, Germany. “The Russian consumer appreciates the Western style and quality and they want to participate. The times of bling-bling and glitter are over in Russia.”

The move follows the opening of a showroom in Moscow for its collection, which includes knitwear, T-shirts, sweatshirts, shirts, outdoor jackets, leather jackets, pants, denim, skirts and dresses, and accessories for men and women. Elizaveta Sheshko will oversee operations in Russia, while Ania Kolomeytseva, a former executive for Phard will manage sales. Ekaterina Eliseeva, who previously worked with brands such as Marc O’Polo will be responsible for brand development.

Rich & Royal will present their brand at CPM (Collection Première Moscow) in September. Among the newest targeted markets for the brand, which already sells in Germany, Austria, Switzerland, Finland, Croatia, the Czech Republic, and Slovenia, are Greece and China.