Royal club (Ukraine)

How was the idea of opening a lingerie store born?
The idea of opening my own store showcasing beautiful goods came to me when I was 18 years old. At a very young age, I began working in a fashion house – a premium atelier with custom tailoring. It was love at first sight: luxurious fabrics, creating new styles and working with VIP clients.  Next, I participated in a TV show where, for a long time, we gave women fashion advice and wardrobe tips. Teaching them how to best curate and combine their wardrobes. The experience was invaluable and inspired me to start my own business. The fact that this became a lingerie business was by chance. By 2006, the lingerie market in the city was well developed and strong entrepreneurs were operating across the central market segments. My entry into the market needed to be somewhere between ‘luxury’ and ‘mass,’ and a casual acquaintance with a major operator in the premium segment consolidated this decision. I have been fortunate to receive a lot of help in choosing the “right” store location and advice on how to make orders and build a strong product range.  On June 13th, 2006, the Royal Club opened in Kiev and mine was one of the first stores that offered customers brands like Dior, Roberto Cavalli, Moschino or limited collections by Christies featuring Swarovsky crystals.

How did your business develop over the years?
Ukraine’s economic crisis of 2008 brought major changes to the store’s affairs and forced us to adjust our brand portfolio. Clients wanted to see collections that were fashionable, modern but also value for money. It was no longer about famous labels but about the fit, the comfort, and the products’ color palette. Deciding to move the store to inside a shopping center was another big decision for us but it went well. As new malls open so do new stores! 2012 was the peak of sales for us, and we subsequently decided to expand into the capital. However, the political crisis of 2013 disrupted our plans. By the spring of 2014, our city was engulfed in war and evacuation; life had to begin from zero. But taking into account all these difficult events, it seems our dream was destined to play out this way. The new store opened in 2014, in the heart of the capital, and in this time it has become increasingly recognized and loved by customers.

Where is your store situated?
The store is located on one of the central streets of the city, in the shopping center opposite the “Olympiysky” sports complex. This part of the city has a unique atmosphere that combines business with entertainment and sport. Within walking distance is one of the largest hotels chains, providing a constant inflow of tourists, and surrounding us are several restaurants, beauty salons, gyms and a large business center.