The Monton and Mosaic collections will henceforth be available under a single clothing brand

Adapting to changing trends in the retail sector, at the end of 2019 the Baltic company “Baltika Group”, which represents the Monton and Mosaic fashion brands in Latvia, as well as the premium-segment brands Ivo Nikkolo and Baltman, began restructuring the company and making changes to the development of its existing concept. As a result, the Monton and Mosaic stores will henceforth be combined under a single retail brand. Almost 20 years have passed since the company was founded, and, as Maruta Ērgle, head of “Baltika Group” in Latvia, points out, the changes planned in the Baltic market are simply a logical step in the company’s further development.

The highly volatile situation currently prevailing in the retail sector is mainly attributed to intense competition among shopping centres. Over the past year, new and influential market players have entered Riga, prompting existing players to undertake extensive renovation and expansion projects in an effort to retain their customer base and attract new audiences. The competition is expected to remain noticeable for at least the next couple of years, meaning that stabilisation of their operations will take some time, and the new distribution of the market and consumer audiences will not become clearly defined as quickly as it has been until now. Consequently, choosing the most suitable cooperation partners is currently an especially important decision for businesses, requiring not only adaptability but also a precise business approach.

The tenants of shopping centres are feeling the effects of these market changes and the turbulence in the retail sector most acutely; as a result, they have had to make more than one strategic decision regarding their future development. The Baltic fashion company “Baltika Group”, founded in Estonia and representing a broad, tradition-rich network of fashion brands in Latvia and Lithuania as well, has also opted for internal changes in order to strengthen the company’s efficiency and market position. One of the primary decisions to optimise the business model was to merge the Monton and Mosaic brands, meaning that the collections of both brands will henceforth be available to consumers under the single Monton name, while retaining their distinctive identities. Meanwhile, the festive clothing lines and cuts previously offered by the Bastion brand will henceforth be integrated into the existing Monton collections.

“By offering design created in the Baltics, we clearly understand the wishes of local customers and the clothing functionality required in accordance with the four seasons and the Nordic lifestyle. The designs and construction of the brands we represent are specially adapted to these needs, while ensuring high quality through strict supervision at the production level as well. The changes made within the company mean that Monton stores will now offer customers an even more diverse range of clothing and accessories; furthermore, their assortment will be segmented for different body types, tastes and life situations, appealing to an increasingly broad audience,” comments Maruta Ērgle.

“Baltika Group”’s business vision is currently focused primarily on the Baltic region and on improving a customer-oriented operating model. E-commerce, which is also becoming increasingly widespread in Latvia and showing continuous growth, likewise plays an important role in the company’s vision. This aspect is being given significant consideration in “Baltika Group”’s further development and long-term goals, while in retail markets the main focus will be placed on service quality. In line with growing demand and lifestyle trends, the company also plans to focus increasingly on the concept of sustainability in the future, paying particular attention to the responsible production of fashion collections which, due to their limited quantities, cannot be described as mass-produced.