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Indigo Duty Free. The Last Dream of Sergey Vykhodtsev

This case was supposed to appear a year and a half ago, but it did not appear, because a few months after its launch, owing to the political crisis, the project had lost investment and ceased to exist. In summer 2016, its creator and chief ideologist, Sergey Vykhodtsev, died. In memory of the famous Russian entrepreneur and our long-time partner, we have decided to tell about the most ambitious and, probably, the most inspiring project in his career – Indigo Duty Free.
Hoff ousts an Austrian brand

The Hoff project started with an Austrian chain brand of furniture and household KIKA product supermarkets, which was well known in Austria, the Czech Republic, Hungary, Serbia, Romania and Israel. The unique business-model encompassing the supply of quality furniture and household products from numerous companies emerged a few years ago in Russia and has made quite a name for itself. However, in terms of Russian consumers the clunky name (KIKA) and the visual style, inappropriate for its positioning, made it difficult for the brand to develop on our market. Additionally, the brand offering products of a higher quality and that were priced more than IKEA’s analogues sounded and looked cheaper. We were asked to develop a new brand, which would not contain those problems and could be effectively applied to the currently existing business model.