Alfor LLC, which owns the "Fenikss" gaming halls across Latvia and the online casino site feniksscasino.lv, also launches a clothing and accessories retail business.
The company has created a new line of products - flash fashion - and from 1 April its products are available in the online shop "Fenikss Veikals" (veikals.fenikss.lv). The company expects that by the end of the year, the new online shop will have gained a leading position in its market segment and that next year the store will be expanded beyond Latvia's borders.
Instant fashion is the instant conversion of society's current affairs in sport, culture, politics, etc. into witty, humorous designs for clothing and accessories. The e-shop currently sells dozens of different products - t-shirts, sweaters, hats, etc., through which people can accentuate their individuality, their belonging to a particular social group or themes that are important to them. As Alfor's brands are highly recognisable in society and have been an integral part of the entertainment offer for 20 years, the idea of an online shop seems to the company's management to be a logical step in the development of the business.
"In our opinion, starting retail business is a bold step, while humour is the most strategically correct choice at a time when the core business is undergoing dramatic changes and we have to compete with the state monopoly - VAS "Latvijas Loto"," says Raimonds Tirners, CEO of "Alfor" LCC. "Latvian people are passionate and adventurous, and in many situations choose to experience vivid emotions through laughter. That is why the demand for flash fashions is high, while the supply is limited, including the fact that they often require a lot of involvement of the client in the development and realisation of the idea. We intend to ensure that products with designs that make you laugh are available for order in the e-shop within just a few hours of the event."
The use of flash fashions clothing and accessories is unlimited - for gifting, for wearing at concerts, corporate events, hen/bachelorette parties, garden parties, etc., and can be purchased at a democratic price (starting from 9.99€). Despite the low prices, Fenikss Veikals requires its suppliers to meet the highest quality and sustainability standards. The garments are made from eco-friendly and simple fabrics and are suitable for everyone.
Miks Miķelsons, Head of Retail Clothing: "We also want to create something unique, which is why we have a separate design line in collaboration with hip-hop artists Mauku Sencis and Grandmasters Neons. The store will be updated with new, unique products every week. The store will carry the kind of products we would like to wear ourselves. I am confident that this will be a blockbuster and a showstopper for the 2024 summer season."
"Alfor" LCC started diversifying its business activities last year when it opened the four-star superior art and design hotel Aston Hotel Riga in May, which also houses the KITSCHen restaurant and the Lounge Fenikss bar. The hotel is the result of a complete refurbishment of the building, which previously served as offices and catering. The company invested 12 million euros in the refurbishment of this urban facility.
