ADDITIONAL INFORMATION: ADDRESS. TELEPHONE. HOW TO GET THERE
Address: Moscow st. Petrovka, 2 Telephone Official website: tsum.ru
Opening hours: Daily from 10:00 to 22:00
TSUM is the largest luxury store in Moscow. That is why fashion connoisseurs from all over the capital gather here every day. The unique selling proposition of the shopping center is the opportunity to make purchases at European prices without leaving Moscow. Fashion designers from all over the world come here to present their new collections. There are always a lot of people at these shows.
What is TSUM
There are two versions of what these three letters mean.
The official decoding of the word “TSUM” is the central department store. This is the name of one of the largest shopping centers in the history of the USSR and the modern Russian Federation, located at the intersection of the street. Petrovka and Theater Square in Moscow.
The total retail area of this institution (including floors) is 69 square kilometers, which today makes TSUM one of the largest shopping centers in Europe and throughout the world.
There is also another decoding of the word “TSUM” - the central department store of Moscow. This store is most often called this by visitors, who at all times of its existence made up the bulk of customers. However, such a decoding is not entirely correct, since since the emergence of GUM, it has always been considered the main shopping attraction of Moscow.
Story
The history of this building dates back to 1857, when two Scottish merchants Andrew Muir and Archibald Meriliz founded it. After 23 years, they moved to Moscow, and in 1885 they opened a store of ladies' hats and haberdashery. The building was located next to the center of Moscow trade - Kuznetsky Most. Many local residents noted the huge assortment of goods in the store, which was not available in any retail space in the country in those years. The establishment developed at lightning speed, and after 4 years there were already 25 departments located on its territory. Andrew Muir and Archibald Meriliz were among the first in Russia to place price tags directly on the product itself, and also introduced the practice of exchange and return of purchases. Every summer the store had sales.
Fires occurred in 1892 and 1900. They destroyed almost the entire store, and a new building had to be erected. In 1908, the construction of the seven-story establishment was completed; it was built in the neo-Gothic style. The architect of this project was Roman Klein. The building houses departments with women's and men's clothing, jewelry, perfumes and goods for children. It was in great demand among city residents; there were always crowds of buyers there.
During Soviet times, the store was taken over by the state, and in 1922 a department store was opened in its place. And 11 years later it received the name TSUM (Central Department Store), which has survived to this day.
During the war, the building housed barracks for soldiers. After its completion, the department store changed the direction of its activities in favor of selling high-quality goods at high prices. During this period, a system of self-service and payment through the cash register was introduced. In 1974, the store management carried out renovation work, after which the building acquired a new extension.
In 2002, the development of TSUM was transferred to Mercury. This brought about big changes. In addition to the main one, a new building was built, which doubled the retail space. The covered gallery was walled up and showcases were made in its place. After many reconstructions, the building lost its historically valuable appearance.
TSUM at the beginning of the journey
Initially, the store sold only ladies' hats and “a thousand little things.” But demand, and with it growing incomes, led to the fact that new departments began to open here very quickly. Within a few years there were two dozen of them, and by the end of the century there were about fifty. In the new store, a completely new scheme of “seller-buyer” relations was built, excluding the option of market contractual trading. All prices were fixed, each item had its own price tag. Also, the trading establishment provided a lot of amenities for customers:
- possibility of exchange and return of goods;
- delivery of purchases within the city and by mail throughout Russia;
- seasonal sales.
Quarterly, especially for the next season, the company published a catalog of the latest collection, which was sent to everyone by mail. The catalog could include samples of fabrics used in sewing the new clothing collection. What is noteworthy is that “Mur and Meriliz” sold goods not only for representatives of the upper class, but also for the middle class, and the items were of excellent quality and at reasonable prices. Printed publications of that time excitedly sang praises to the department store, noting that there was no store of this level, size and assortment anywhere else in Russia.
At the end of the century and at the turn of the 20th century, the Central Department Store burned down twice, which motivated the owners to build a new building. A handsome seven-story department store in the Gothic style rose on Petrovka in 1908, causing a storm of delight among the population with equipment unprecedented at that time. Inside the store there were information and reference services, elevators, and a rest room. The department store already had 80 departments, the business was flourishing, but soon a revolution occurred, which put an end to the “Scottish” stage of the life of TSUM.
Structure and description
Now the retail space of 70 thousand square meters is occupied by about 2 thousand elite brands. Among them: Dolce&Gabbana, Valentino, Celine, Ralph Lauren, Alexander McQueen, Brioni, Loro Piana, Chopard, Rolex, Graff, Garrard, Patek Philippe. In addition to clothing, you can buy many other goods on the territory of the Central Department Store.
On the ground floor there are perfumes and cosmetics, jewelry, as well as the first Apple Shop in Russia. The second floor is entirely dedicated to men's clothing and shoes, and the third floor is dedicated to products for women. On the fourth floor there are goods for children, as well as lingerie and swimwear departments. The fifth is dedicated to goods for the home and tourism. On the ground floor there is a high-class gastronomic store “Globus Gourmet”, where you can buy vegetables and fruits, as well as fine wines. While strolling through the boutiques, you can grab a bite to eat on the second, fourth and fifth floors. All these establishments differ from each other in the types of cuisines and average bill. Everyone will find a place to eat for themselves.
TSUM in the Soviet period
After the revolution, TSUM was nationalized and in the 20s, with the formation of Mostorg, it came under its auspices. A few years later, the central Moscow department store received its current name - TSUM. The store's departments were gradually filled with Soviet-made consumer goods. During wartime, the Central Department Store worked for the rear, supplying workers with the necessary things, and the upper floors were given over to barracks.
In the post-war period, the central department store became exactly the store that the generation of the 40s - 60s still remembers with nostalgia. People came here to buy shortages - French perfumes, Yugoslav and Finnish shoes, Japanese jackets and other coveted imports. You could buy something absolutely freely by simply going to the store; for many there were long queues of Muscovites and guests of the capital. The TSUM sold goods of high quality and at a rather high price range, which did not bother buyers at all given the shortage of goods in the USSR. Retail space was in great demand in the 70s. A new building was added to the building. The store was one of the first to introduce self-service with the movement of goods “from behind” the seller to the shelves in the sales area. Also, the cash registers were moved from a separate booth to the counter.
Facilities and service
TSUM pays great attention to the level of service, as their clients attach great importance to this. Wealthy customers can order a personal shopper who will help them choose suitable looks that they can comfortably try on in VIP rooms. Also on the territory of TSUM there is a service for embroidering personal logos on clothes and accessories. Professional craftsmen will provide a service for applying monograms and initials that can perfectly complement the image. TSUM also offers atelier services to its customers. Seamstresses will be able to adjust or recut store-bought items to ensure they fit perfectly on the body. Here it is also possible to order a tailored suit, shirt or coat from brands such as Brioni, Kiton, Tom Ford, Ermenegildo Zegna.
For shopping center clients who have made a purchase of 300 thousand rubles or more, there is a free VIP-class taxi service. To use it, you just need to contact the seller and express your desire to use this option. You can get to any point in Moscow within the Moscow Ring Road. For visitors with a personal car, TSUM offers the largest underground parking in the city, equipped with modern equipment. If shopping in shopping centers does not bring any pleasure, the client can switch to an online store with home delivery. Managers work around the clock, so purchases can be made even at night. The official website of TSUM posts the latest promotions and discounts, as well as new models of clothing and accessories.
TSUM during the war and after it
However, the store did not have to become luxurious for long - the Great Patriotic War began. During this period, the position of TSUM changed. Now its upper floors have been converted into barracks. And on the lower floors they continued to sell goods, but only to workers and only with cards. This system lasted until the end of the war.
After the victory, full operation of the department store was restored as soon as possible. Moreover, to meet the needs of customers, TSUM was assigned part of the Soviet factories and factories, which were supposed to provide the store with a sufficient amount of goods.
Unfortunately, the quality of goods began to deteriorate as quantity became the main priority. To satisfy the growing demand, factories and factories often produced products of disgusting quality, and buyers, for lack of anything better, were forced to take what they had. To do this we had to stand in queues for hours.
In rare cases, it was possible to purchase foreign goods at TSUM. True, this was a great rarity and incredible luck. Sometimes, in order to fulfill the sales plan, scarce and imported goods were specially put on sale at the end of the month or before important holidays.
In the 70-80s. The store began a period of experimentation. To optimize work, a self-service system was introduced, as well as a simplified payment system.
Interesting Facts
Throughout its history, TSUM has been engaged in innovative activities in the field of trade. He was the first store to abandon the card system and invite customers to choose their own clothes, paying for them at the checkout. The unusual approach to business of the current managers helped rebuild the old department store into a progressive department store that meets all international standards. Thanks to this, famous world brands came to Russia. The TSUM team also created a platform where young designers can organize their own shows. All this, of course, helps to develop the country’s fashion industry.
On the ruins of the USSR
After the collapse of the USSR, TSUM continued to exist, but needed to adapt to the conditions of a market economy. For this purpose, in 1992 it was transformed into an open joint-stock company. A few years later, an international tender was held to find investors and refurbish the department store buildings.
The winner was the German company ReDesign Einrichtung GmbH, through whose efforts the trading area of TSUM increased. The store has been transformed. Additional staircases, parking lots were added, and elevators were installed. The service and payment system has also been optimized. And in 1997, TSUM appeared before customers in a new, more modern form.
TSUM today
Having figured out what TSUM is, and also having studied its history, let's find out how this store is doing today.
In the early 2000s, Mercury took over the management of the shopping center. Thanks to her initiative, today what TSUM is is known far beyond the country’s borders. Now on its territory there are not only shops, but also 3 cafes, a dry cleaner and beauty salons.
In addition, modern TSUM actively participates in the social life of society. It hosts art, photo and video exhibitions, as well as charity events.
But this one-stop shop also has its downsides. These include not always well-thought-out advertising inside TSUM. Several scandals are associated with her. Fortunately, the management of the shopping center was able to hear customers and meet their requests.
