In 2024, the Chinese clothing brand Happy Easy Anyway (HEA) is set to open its first stores in Russia. This marks the brand's expansion outside of China, where it currently operates around 200 stores in cities such as Shenzhen, Sichuan, Wuhan, Yangzhou, Chongqing, Foshan, Tianjin, and Guangzhou.
HEA not only manufactures clothing and accessories for both men and women, but also has a foothold in the restaurant business with HEA Tea and Coffee. Additionally, the brand owns the Longshi hotel chain and other ventures.
The new HEA stores will be located in the "Planeta" shopping centers in Perm and Ufa, which are managed by MALLTECH. MALLTECH operates in six regions of Russia and owns properties such as the "Planeta" malls in Perm, Krasnoyarsk, Ufa, and Novokuznetsk, as well as the "Leto" mall in St. Petersburg and the "Aura" mall in Novosibirsk. The company also owns the international-class warehouse complex known as "Krekshino."
