Focusing on retail expansion, Guess plans to strengthen its store presence especially in the European markets, Russia, Turkey and Northern Europe.
In 2016, the US brand started its direct expansion in Europe. In order to control and push growth, Guess since then tapped into 10 new markets, among them Andorra, Finland, Sweden, Denmark, Greece, Turkey, Russia and Ireland.
Concrete prospective plans include the opening of 15 directly operated stores in Turkey by the end of 2017, where in addition Guess recently opened a new branch office.
Another project takes place in Russia, where the brand entered a joint venture. Establishing its sales network there, a 500 sqm store was recently opened in the center of Moscow. More than 25 directly operated stores in Russia are part of Guess’ 2017 schedule.
As the denim company just recently entered the Northern European market, it plans to open 10 more stores in Sweden, Denmark, Finland and Norway within the next two years, which would raise the total of stores there up to 20.