When dreaming about places known for lingerie fashion runways, most people think of Milan, Paris or New York. One very rarely blurts out Moscow as the fist choice. Yet, Russian women are very proud of their lingerie and boutiques and shops are abundant. And not only has luxury lingerie become hugely prevalent in Russia but one particular Russian lingerie company has grown to become a major player in European markets as well.
Luxury lingerie Wild Orchid opened in Kent late 2007 and has been very successful. In fact, they immediately opened another two stores in London making the British total three under their label name of Vendetta. Having initially been distributors of fine lingerie when they started business in 1992, the Vendetta stores not only sell their own brand but also those of Christian Lacroix, Roberto Cavalli and Dior. Wild Orchid plans to open another store in March 2008 under the Russian name Wild Orchid that is slated to sell their Décolleté label.
One of the unique features of Wild Orchid and a marketing point that helps propel its huge success is the company’s niche market. Contrarily, the thrust is not focused on women who need undergarments but rather women who are interested in quality, uniqueness and must-have creations.
Wild Orchid prefers to sell one expensive piece of high-end lingerie to a woman who appreciates the garment rather than sell six pieces to someone who just needs new undergarments. Women who shop at Vendetta are not interested in purchasing for quantity but instead for quality. Further, the company does not promote undergarments as a functional necessity. Maybe a fashion necessity, yes, but a functional necessity, no.
Alexander Fedorov, founder and president of Wild Orchid has poised the company for serious global expansion with plans to open stores in the USA, France and Italy. One of its biggest advantages over other lingerie companies is that most of its production is carried out in their own factories in their home country. Unlike other lingerie labels, Wild Orchid is its own manufacturer who is not required to depend on the Chinese factories.