Ermolinna (Russia)

26 July 2016

Inna and Dmitry Ermolovy always dreamed of opening a store in their native Yakutsk, a city in eastern Russia, 450 km south of the Artic Circle. They wanted to create a unique space offering a wide range of underwear and loungewear, where women could learn to love themselves and be beautiful and feminine.

On February 15, 2013, Ermolinna opened in one of Yakutsk’s shopping malls. Designed by the owners, the interior is an artful mix of modern style with antique details, built around a color palette of white, black, purple and gold. The décor features a number of hand-finished details, exuding an overall vibe of elegance and comfort. The product range includes well-known lingerie, swimwear, beachwear, loungewear, shapewear and legwear labels, as well as accessories. Each brand is presented in its own self-named section in the shop. Ermolinna also offers birthday discounts, special radio giveaways, and SMS alerts on new arrivals, as well as discount cards and the opportunity to order items that aren’t available in-store. The range will soon be extended to include a new and important category: mastectomy lingerie to assist women after their surgeries.

Sales Area: 50 m2
Among the Brands Offered:
Lingerie and Beachwear: Chantelle, Passionata, Wacoal, Felina, Triumph Loungewear: Laete, Triumph Shapewear: Chantelle, Maidenform