The Russian brand of fashionable children's clothing Choupette traditionally took part in one of the largest events - the 27th international CJF “Children's and Youth Fashion. Clothes for future mothers" exhibition.

From February 21 to February 24, more than 200 brands from 17 countries demonstrated new products in the field of children's goods. According to the vast majority of Russian and foreign exhibitors, this is the most popular platform for the presentation of new products and effective business communication in the children's fashion industry. Choupette presented its unique products, which have been captivating customers around the world for more than 15 years: envelopes and discharge sets, transforming overalls, outwear, as well as fashion collections and school uniform.

“We are very glad to see our partners and clients, to share news and new collections with them,” says Anastasia Vasilkova, TM Choupette Development Director. - The first day created the impression that the activity of both visitors and brands is much higher than before. It seems to me that this exhibition will be very productive, so I want to wish everyone success!”

In 2021, Choupette successfully expanded into new markets: the brand opened 12 new stores and 5 were re-conceptualised. Two stores have opened overseas, in New Delhi and Kuwait. Choupette also has a third brand corner  in the Mall of Emirates (Emirates).

Anastasia Vasilkova, TM Choupette Development Director , took part in the Presidential Council meeting for the implementation of state policy in the field of protecting families and children. The participants discussed the state and development prospects of the children's goods industry.

“We prove that Russian quality is appreciated not only in Russia, but also abroad,” says Anastasia Vasilkova. - We sell our products in rather complicated markets: USA, Kuwait, Arab Emirates, India. And everywhere the fact that the products are made in Russia evokes only positive emotions ”.

Anastasia Vasilkova drew attention to the problems faced by many manufacturers involved in the export of products, and the Choupette brand in particular. For example, the lack of laboratories that test children's clothing for international certification. TM Choupette Development Director asked the representatives of the Council members to include this issue in the appeal to the government of the Russian Federation in order to assist in solving the problem.


A. Vasilkova also noted that, in the spring of 2022, children's clothing will rise in price, which will have a negative impact on purchasing power, and suggested introducing a subsidy to manufacturers of raw materials for children's clothing in order to reduce product prices.


The head of TM Choupette believes that the most important problem is the lack of personnel, which is caused both by the closure of sewing educational institutions in the regions, and by the reluctance of graduates to work in their specialty. As a solution, it was proposed to introduce targeted payments to those who remain in the profession.


The Chairman of the Federation Council Valentina Matvienko commented on Anastasia Vasilkova's speech: «Dear colleagues, as far as I know, this brand began with the desire of the founders to create quality and beautiful clothes for their own children and their friend’s children. Imagine, starting from scratch, with clothes for your children, and creating a company that is already widely known both in Russia and abroad ... If it seems to you that it is difficult to work, everything is very bad, look at your colleague Anastasia Vasilkova - she managed, she did it. Dreamed – and dream came true. You have done a great job and now you are setting tasks for the president and the government. You see, that's the scope. And it’s right. We have written down all your wishes and will definitely implement them, because they are correct, and because you are the person who is engaged in this. Thank you very much and I wish you success. We are very glad that you are known abroad as well. Look what beautiful, wonderful clothes Choupette has.»


The Russian brand of children's clothing Choupette took part in the largest international trade exhibition in Nigeria LAGOS INTERNATIONAL TRADE FAIR 2021. The event was held from November 5th to November 14th in the economic center of the country - the city of Lagos.

The Choupette brand continues to expand internationally. This fall, head office decided to research the markets of African countries, including Nigeria.

“In a five-year perspective, we see the potential in this country,” says Anastasia Vasilkova, Development Director of TM Choupette. “We already notice a high interest from business and potential partners in our products, despite the fact that the price for this market is above average.”

The infrastructure of Nigeria is ready to work with European retail, so in the future Choupette brand plans to successfully launch the first franchise in Africa.

A new store of the Russian brand of fashionable children's clothing, Choupette, opened on November 2nd at the prestigious Al Kout Mall in Kuwait. The outlet became the largest among the Choupette stores: its total area was 140 sq.m. The ceremony was attended by guests of honor, including His Excellency Sheikh Al-Sabah.

Famous bloggers, media people and business representatives also attended the opening. The CEO of Tamdeen Group, which includes Al Kout Mall, commented: “Choupette embodies trendy design and quality, this unique combination has no competitors in the Kingdom of Qatar, especially the newborn line.”

Talal Malallah, a well-known Kuwaiti businessman, has become a strategic partner of Choupette in the Middle East.

“We were looking for a brand of children's clothing that would combine trendy design, premium quality, reasonable price, and Choupette met all our expectations, so we decided to develop with this international and strong company“, - says Talal Malallah,  “We are very pleased to be part of the Choupette team and would like to note that the brand's head office was very supportive in the opening of the store. The employees always responded quickly to our requests, continuously monitored all processes, gave very valuable advice, guided us and proved to be true professionals. In the short-term plans for the development of the brand in Kuwait we have a launch of a mono-brand online store, I think it will be as successful as the offline store."

The Choupette head office notes that it is also very pleased with the cooperation. During the work, the partner showed himself creatively and was already able to create a keen interest in the brand on social networks. In the near future, businessman Talal Malallah plans to expand in other Gulf countries such as Saudi Arabia, Bahrain, Qatar, Oman and the United Arab Emirates. In which particular Arab state Choupette will open its doors next year will be a surprise.