Russian womenswear, footwear and accessories brand CHARUEL continues its expansion in Kazakhstan with the opening of a new store in Almaty. The 277 sq m retail space will be located on the first floor of Dostyk Plaza shopping and entertainment center. The opening is scheduled for July 2026. NF GROUP acted as leasing consultant for the transaction.

The new store will become CHARUEL’s second location in Almaty. The brand opened its first store in the city in September 2025. Less than a year later, the company has decided to expand its presence in one of Central Asia’s key consumer markets.

CHARUEL has been operating for nearly 30 years and currently runs a network of more than 60 stores across Russia and the CIS. The brand’s product range includes women’s apparel, footwear and accessories.

According to Evgeniya Khakberdieva, Regional Director of Retail Real Estate at NF GROUP, the opening of a second store in Almaty signals a more systematic approach to the brand’s regional development.

“Opening at Dostyk Plaza will strengthen CHARUEL’s presence in Kazakhstan, secure a location in one of Almaty’s leading retail destinations, and increase brand awareness among consumers interested in fashion, footwear and accessories,” she said.

CHARUEL Brand Director Ekaterina Vasilyeva noted that Kazakhstan remains an important market for the company’s growth strategy.

“The opening of a second store in Almaty will allow us to further expand CHARUEL’s presence in the city and introduce our collections to a wider audience. We strive to create spaces where every detail reflects our brand philosophy and ensures a comfortable shopping experience. Dostyk Plaza fully aligns with our positioning and provides an excellent platform for engaging with customers,” she said.

Located in the heart of Almaty, Dostyk Plaza is one of the city’s leading retail destinations and a highly sought-after venue for fashion retailers. The new CHARUEL store will further strengthen the mall’s tenant mix in the fashion, footwear and accessories segment.