Choupette introduced a new store concept. The first store of the new format opened in Kazan on December 1st .

The change in the format of retail stores is associated with the active growth of the brand in every aspect: the range matrix and age group have increased. The size range of fashion-collections, according to numerous requests from Choupette clients, in 2018 has grown to size 152.

The new concept implies the interior of stores in the neoclassical style - a large amount of light and space. The basic color has changed: colder bright shades are dominating. The main becomes a combination of white and gray, which is directly associated with elegance and calmness.

One of the main changes is also the increase in the store space and the emergence of new commercial equipment, which allows you to form clothing sets and show how things fit together.

In the central part of the new store, there is a large-scale art object - a three meters in diameter styled carousel in the form of a suspension. Not only this attracts the attention of visitors, but also creates an associative link with the old concept, in which a styled carousel was used as a magnet. The interior now not only helps to demonstrate the range, but also becomes more selling.

Initially, TM Choupette began development as a shop for kids up to 3 years old. Now the key audience of Choupette has become tweens from 8 to 12 years old.

Marketing research of the target audience of the brand showed that sales in retail stores do not inferior and even exceed online purchases by 63%. Since it is important for buyers to evaluate in person the quality of the goods and try things on while buying children's clothes. The majority of Choupette respondents note that the main trigger for brand attraction is a wide and varied range that allows you to collect a complete image in one store and save time while shopping. The brand listens to its customers and annually analyzes and expands its product range, for example, for the AW 18/19 season, Choupette has released membrane shoes and thermal underwear for newborns.

The brand Choupette took part in the Estet Fashion Week 2018 on November 17. Young models showed the last Choupette’s fashion-collections and a festive collection Ceremony.

The brand Choupette has participated in the main Russian fashionable event "Moscow Fashion Week". The brand has presented the fashion-collections and a line of special occasion children's clothes. The main event of fashion season "Moscow Fashion Week" puts together the famous representatives of the Russian fashion industry. The Choupette's fashion show has taken place on October 25th . The first part of the Choupette's fashion show was a space performance with opera singing of Svetlana Feodulova who is marked out in "Guinness Book of Records" as the owner of the most high pitched voice and highest coloratura soprano. A fantastic dance in fog has made an impression on the audience and prepared them for the Choupette's fashion show. The second part of the Choupette's fashion show has passed under a singing of the jazz singer Aleksandra Sherling. The third part of the fashion show presented a line of special occasion children's clothes. A singing of the ex-lead of the group "VIA GRA" Meseda Bagaudinova has accompanied a pass of young models on a runway.

The Russian brand of a kidswear has participated in the 21st international exhibition "CJF – Children's fashion of 2018. Fall". Choupette has shown new collections of clothes fall-winter 2018-2019: Magic Light, Anti-princess, Moonwalk which are already available on sale. Choupette production has invariable success among visitors and professional buyers. The brand Choupette has got more than 100 new contacts in the professional environment on CJF 2018 despite pessimistic mood in a retail. The director of development Anastasia Vasilkova has communicated with journalists of B2B editions and has given several interview about today's situation in the sphere of a kidswear and a possible way of development. The Choupette brand has also been presented at the stand of Minpromtorg as the checked and recommended Russian manufacturer. The collection for newborn of Choupette has been recommended for the federal program "Gift to the Newborn": boxes from the Russian manufacturer with objects of child care which hand to each young mother at an extract from maternity hospital.