Retail Dom Farfora
Luxury
living High-end Russian retailer Dom Farfora is a leader when it comes to teaming its well-heeled clientele with the most desirable tabletop brands. Having recently opened its sixth store in Moscow, they are a retail force to be reckoned with, commercial director Elena Sokolova tells us more… Tell us about Dom Farfora? Dom Farfora is a chain of six stores in Moscow and its environs that specialises in giftware, dinnerware, stemware, barware, cutlery and textile sales. The range of products occupies various price segments with a special accent on premium and luxury brands. The chain positions itself as an expert in the culture of table decoration and the art of gifting.
How did the business come about? The history of the store began in 1965 in Moscow, at 36 Leninsky
Prospects, when Dom Farfora opened its doors to its first customers. The store was known throughout the Soviet Union, since it was selling a scarce porcelain and crystal in the largest assortment.
Dom Farfora specialises in luxury homeware and home accessories, why do you concentrate on this part of the overall market? We have chosen this segment because the chain specialises in selling brands with a great history. And any collection that
Did you know? Dom Farfora has the largest warehouse of porcelain and crystal collections in Russia. 24 TABLEWARE INTERNATIONAL
has historical value and cultural heritage cannot be represented in the economy segment. By purchasing cult brands, their owner receives not only a material object in the form of a porcelain service — the owner receives a sophisticated product with a centuries-old history, which makes the customer’s life really better.
How do you define luxury homeware? These are items of historical and cultural value. Items made of high quality and noble materials, with participation of the best ceramists and designers.
Who are your main customers? Age 25+, middle and high income, top managers, businessmen, entrepreneurs, collectors, celebrities, professional architects and designers.
You carefully curate the ranges you carry, what are some of your popular brands and collections? We love all of the brands we stock, because each one has been carefully selected by us. The most popular brands are the ones that have been with us for a long time and are known as cult world manufactories: Moser, Meissen, Herend, Rosenthal, Rosenthal Versace, Fuerstenberg, Sieger by Fuerstenberg, Michael Aram, Noritake, Dibbern.
What have been some of the bestselling pieces/ ranges this season? We are seeing a trend for the growth of the service category among brands such as Noritake, Dibbern, Rosenthal.
