I Went to the Opening of ENKEL – Russia’s Answer to IKEA

I Went to the Opening of ENKEL – Russia’s Answer to IKEA

Hello everybody. Welcome to Travelling with Russell.  Welcome to a new video and  welcome to Moscow Region.  I’m actually outside the MKAD today. Which is the very famous Ring Road around   Moscow and I’ve come to a very quiet location and  this shopping center and this store right behind  

Me and we’re going to go check it out together the  shopping center that I’ve come to is called Viva   Shopping Center and this particular shopping  center is very quiet let me tell you and I’ll   briefly explain that in a second why now if anyone  likes Pizza this is pretty much considered the  

Best takeaway pizza place in Russia that’s very  much a fast food style it’s called dodo Pizza.  We have one where we live very close we actually  get it delivered we won’t come to the sit down   restaurant like this now this shopping center  where I am here is about 25 km from the center  

Of Moscow it’s considered Moscow region because  we’re outside the Ring Road called the MKAD.  Tis particular Shopping Center used to have  a very big Hypermarket in the lower ground   floor and it closed and it’s no longer here and  people were coming for that Hypermarket and now  

I’m actually here in the middle of the day as  well so it might be a little bit quieter but a   lot of people just stopped coming here because  there wasn’t a supermarket or a place to come  

And buy food at at the shopping center and you’ll  even see some of the banners up where some of the   shops have closed over time in the last year I did  actually make a video at that Hypermarket prior  

To it closing down and there isn’t really a big  reason to come to this shopping center if there’s   no food here I mean a lot of people come to a  shopping Center for food shopping and groceries  

And then come to some of the other places and  this is where we’ve come to it’s called Enkel.  Now of course that’s the Russian spelling of it  but they put some bags right in the window to make  

It easier to know the translation or the spelling. They even have an online shop as well.  Which is really nice and we’re going to jump on  in there this is actually the second location of  

Ankle here in Russia there is one in St Petersburg  and this one only opened 7 days ago now I had to   come here I of course know the shopping center and  when I found out it was in this location why not  

Catch a couple of buses catch a couple of trains  about an hour and a half later and I just got here   I’ve actually took my jacket off because it’s nice  and warm in here and I really want to come and see  

What they have to offer in this Ikea replacement  store if you have followed the channel for some   time particularly going back last year I have  actually filmed in two other places that were   Ikea Replacements or substitutes and this is now  the third company that’s opened and what’s very  

Interesting with this particular place is all of  the products are branded with IKEA on them and   all the products that are for sale in this store  essentially are Ikea products and right down to   the signage the labeling and everything like that  and the products that are in here have either come  

From Russian factories that were producing Ikea  products for Ikea in Russia or they were producing   them for export now a lot of people don’t realize  that that in Russia the IKEA factories or the   businesses that were producing goods for Ikea  inside Russia most of them were exported because  

They were producing far more than what was sold  domestically so it made sense to export them to   Europe and different parts of the world from  Russia they actually had forestry divisions   they had factories producing the wood to make the  furniture and of course there was other companies  

That were producing products like you see here all  of the different Manchester and bedding a lot of   these were produced by Russian companies for Ikea  and then labeled as Ikea products Ikea in Russia   didn’t import Goods to Russia when they could use  domestic manufacturing and local production where  

They had factories for fabrics and material and  bedding and mattresses so most of what you see   here is actually Russian produced and then now  they found another Avenue to sell them in these   essentially parallel stores or replacement stores  whatever the word is that you find appropriate for  

This we are going to walk around a little bit  more in detail but I think if you’ve ever been   to an Ikea before everything you’re seeing looks  very familiar of course this isn’t the same layout  

As of an Ikea store but the products even I can  recognize things from my house in here which is   kind of interesting I do have a question for  everybody who’s watching have you shopped at  

An Ikea before have you got products in your house  or apartment from Ikea let me know in the comments   and if you were were living in Russia or if you  moved here would you be sad that there’s no Ikea  

Stores anymore then of course these places have  opened and it’s a whole new market again and I   can walk in and buy the products that I know from  Ikea that I had in my house in Australia and then  

We have here in Russia but you know have you got  Ikea stuff at home that’s the main question I want   to ask everybody the one thing of course with  this store is basically it’s a existing store  

That was here before and it would have closed or  changed ownership or at least this is rented out   now with this branding and they don’t have that  walk around style big IKEA location but all of   the things that you see here like for instance  the chairs and that very famous flat pack boxing  

Is all set out quite similarly but of course on  a much smaller scale you can see here the benches   to put your shoes on these are hugely popular in  Russia especially if you’ve got an apartment you  

Have this right by the door when you walk in we  actually used to have that picture frame in our   old Department here in Moscow I wonder if people  who are watching this are recognizing some of the  

Items we’ve actually got one of these now in my  wife’s nail salon that she has we don’t have one   in our house and even these cushions I remember  the first time I came to Russia 10 years ago and  

My wife had some of these on the dining room table  chairs very very familiar so I’m not going to show   literally everything in the store because it would  be a very long video but I just thought I’d show  

Closeup one of the boxes here I think this is like  a desktop you can see here the Ikea label right on   it and then the actual product number which is  the Ikea product number and then just looking a  

Little bit wider here at the different desks I was  just looking down here at the Alex drawers I think   if anyone has a desk from Ikea in the the world  they’ve got Alex drawers it’s also a very popular  

YouTuber desk setup as well we actually had these  in our house in Australia in a different color and   I spent hours upon hours building them and you can  see here the different drawers and wardrobe sets   and different cupboards so it’s not particularly  big the store I mean that’s definitely noticeable  

When you walk in but over time they plan to get  more products and grow the space or find new   locations with more room to put more products out  because it’s just a matter of using the suppliers  

That were in Russia for Ikea and then having the  products then brought to these stores for sale you   can see all the different bed sheets and all the  names on them if anybody’s used to all of these   different Swedish names of the products and then  curtain so these are actually branded with Enkel  

So some products in here but actually very few  actually have their own branding on you can see   right above here this is I think the mattress  toppers this is with the Ikea branding so it’s   super interesting you know of course when you  think about it in a bigger picture there was  

Entire factories in Russia that Ikea used and paid  to produce products for the Russian market and you   can actually see here Ikea and then probably  a little bit hard to see made in Russia Ikea   of Sweden and these were actually factories  that I Ikea paid to manufacture products for  

Them basically under license if you like or at  least least using The Branding and wording and   packaging so these companies now are being very  creative and finding another place to sell them   and I find it just fascinating myself to see that  you know the exact logos and signage and packaging  

Is all exactly the same even if you look here  at the this is another mattress topper here the   Ikea Lo is right there on the product and it’s  all exactly how it was just in a smaller format  

Of course I’m going to get lots of comments that  there is no Shoppers in here and there’s no one   buying anything now I’m really going to go back  to what I said at the start of the video that  

This particular shopping center doesn’t have a lot  of foot traffic or people coming here generally   because of the lack of supermarkets in here and  and that was a big draw card to this more Regional   shopping center and I think over time people will  find this place and come here eventually at some  

Point where is the shark I see the dog is that  an elephant as well but I don’t see the shark all   the kids things right here and I think is there a  house in Russia that doesn’t have Ikea containers  

I’d be curious if I was to do a check and count of  them little steps here and again all with the Ikea   logos and stickers on them and sold exactly how  they were produced for the domestic Ikea Market  

When it was here in Russia even right down to  the boxes that they were shipped in if anyone’s   ever been in the kitchen section of Ikea you know  they use these big cardboard boxes for displaying

Things lots of kitchen stuff I didn’t tell my  wife ahead of time I’m coming here if I call   her now she’s going to give me a list of things  especially all these sort of Knick knacky kind of  

Small things that I think if you ever came to an  Ikea you couldn’t go home without something you   know that you didn’t really want originally you’ll  always find a space for it in your kitchen all the

Pans I’m not sure these are like busets not the  best when it comes to designing the look of a   place kitchen roll holder we have one of those I  think slowly everything starts becoming familiar   as you walk around then even all of the small  utensils and knives and different things like  

That I noticed this pallet of food as I walked  in when I first got here before I even turned   the camera on and this is the lingan berry or the  jam that was very famous in Ikea stores and if  

You come back and have a look a little bit wider  you can see they’ve got an entire pallet of it   and basically this is from the exact Factory that  was producing it and jarring it in Russia for the  

Ikea stores in Russia it’s just got a slightly  different name now but it’s exactly the same   product even right down to the same code on the  bottom and top so it’s just interesting they’ve   got this one as their display jar and then this  is the is it the alternative labeling to what  

Used to be lingan Berry sauce just going back to  the different cupboards and wardrobes we actually   just purchased some of these for my wife’s nail  salon and I spent the last two days building some   drawers and a wardrobe that we were planning  to buy for quite some time and we had to find  

Something that was similar to Ikea and we ended  up getting it from the Russian company called   Hoff and they delivered it to our building and if  I knew about this store a few days earlier I could  

Have come here and got exactly what I wanted this  two drawer set was something similar to what we   actually wanted or my wife wanted and we couldn’t  find that same type in other Russian furniture  

Stores and here is sitting here right in front of  me it’s just incredible that you know you can buy   the Russian Ikea products in a store store that  was made at the factory and it’s now being sold  

Here in these new replacement Ikea shops if it  comes across that I’m a little bit excited or   happy and I’m smiling it’s because I really am I  was really actually excited to come here and find  

This shop and to have a look at what they had  and you know what the selections like and then   you know to actually meet the staff here as well  there two ladies that are working here are super  

Super nice so thanks for letting me just wander  around in circles with the camera and you know   just to come and see you know the Ingenuity of  Russian business and how quickly it can change   and adapt to the situation I think a lot of  this sort of stems backwards to the factories  

That were producing the items for Ikea and then  selling it in Ikea locations in Russia and then   exporting them that they’ve essentially partnered  with shops like this to produce the items and then   sell them domestically and have them exactly  like they were when they were in an Ikea store  

After getting more information from the ladies  working here it’s just very interesting that   this is now their second location the first one  was in St Petersburg which was essentially their   test store and then now they’ve opened this  location in Moscow and the fact that it works  

From the first door they opened that they’re now  expanding and opening more locations I think the   main thing that they’re going to be limited to is  the size of store that they can acquire or move   into cuz obviously they’re going to need to find  existing shops in shopping centers that have a  

Lease available that’s the toughest thing here is  to find space in shopping centers and you know be   able to you know bring this concept to fruition  a lot more all the plates cups you can see here   Ikea 360 plus these coffee, coffee jugs. Someone tell me what they’re called. 

This one where you put the thing up and down  inside I can’t remember the name of this   coffee container oh my gosh as I walk around  I don’t do take twos and I don’t script what   I’m saying and I just never remember the name  of things as I literally just walk from shelf  

To shelf having a look we’ve actually got these  in our kitchen as well my gosh now I’m starting   to notice so many things that we had actually the  draining mat we’ve actually got right on our sink  

Different color but we’ve got that exact one also  of course if you are in Russia or you’re in Moscow   or St Petersburg I’m going to put the link to the  store in the description of the video I’ll also  

Put the map link or the pin of this particular  store here in Moscow as well so if you happen   to be in Moscow might be worth coming and having  a look and checking it out and maybe reminiscing  

And buying something that you’ve missed for the  last two years now the one thing that is probably   not spoken about in the media or on television or  internationally is when Ikea did close all of the   products from the Ikea stores around Russia were  moved online and there’s a website called Yandex  

Which is a very well-known browser and application  in Russia and they listed 20 million items from   Ikea for sale domestically so you could literally  just click the link even for the last 2 years or   year and a half whatever the dates are and buy  something from Ikea for delivery to your house  

And now you can come to a physical location like  this of course this is a standalone business which   is now this is the second store and walk in and  buy the things that you know and love so there  

Has been a few different people that have walked  in and out and actually everybody that has walked   out has actually bought something and I think  some people may know about this through social   media and some maybe through word of mouth it’s  very difficult in Russia to advertise something  

Because the country is just so big and this is  just the second store of this company and to get   the word out it’s very difficult but it’s just  interesting like where I just noticed the last   two ladies walking in they started like noticing  stuff that they’ve got themselves or what they  

Used to and it’s just interesting their look on  their face when they see an item that they know   so well from Ikea also these candles my wife has  not had these now for a year and a half we used to  

Make regular trips to the IKEA close to where we  live and we couldn’t go home without a few candles   in our bag and now we found the place where we  can buy them again of course this store isn’t  

Particularly big so it’s not a very long video. I was just checking how many minutes I film now   maybe this is one of my shortest videos on  the channel once it gets on there it’s just   fascinating to walk around here and you know  realize that you know the amount of goods that  

Ikea sold in Russia and even internationally in  Europe you know all of the Ikea product products   that you might have bought if you shop there that  were actually made in Russia and then exported so   in terms of the economy of Russia the factories  that were making these items only prosper and only  

You know increase in value now because they’re  able to find shops like this to then onell the   products and they haven’t completely lost their  business in Russia because these stores exist   I mean does it really bother you does it really  bother everybody in the world that Ikea closed and  

These kind of shops opened I mean for me living  in Russia for 10 years you know manufacturing   is a big deal in Russia and you know both the  domestically sold Russian items and the ones  

That are exported you know it’s just fascinating  that when you think about it that if you go to an   Ikea in one of the cities in Europe that they were  selling Russian made Ikea items and and then now  

They’re basically made here and then sold here  and all of the money now stays in Russia I was   trying to find some of the wording on the label of  this candle and this one’s actually made in Poland  

And then brought into Russia for sale and I think  that’s a big thing with Ikea they used different   factories around the world and then exported to  and from different countries I think there’s a bit   of a very big misunderstanding with Ikea generally  that everything was made in Sweden and everything  

Was produced there and then exported when really  it’s not the case and things are made in different   countries of the world the very big majority  of things in this store are either from Russia,   Belarus or Kazakhstan. They’re the three   countries most products com from. The vast majority of things are  

Actually Russian produced in here even from me  looking at the labeling and the packaging as   I walked around as I head on out of the store  I really want to thank everybody for watching   this video now this is now the third video on  the channel of Ikea replacement stores that are  

Here in Moscow where I live now there is actually  other locations like this particular store is also   in St Petersburg and other cities of Russia have  Replacements like this I’m actually going to head   to the food court now for something to eat not  going to put my jacket on until afterwards if you  

Like the video give it a thumbs up if you found it  interesting and something a little bit different   from some of the other videos on the channel. I really solely came here to this shopping   center to see this store and  put it on the channel for you. 

Please let me know in the comments what you think. I’ve tried to ask a few questions of everybody   watching and maybe you are  or aren’t an Ikea Shopper.  Maybe you weren’t aware that a lot of the goods  that were produced in Russia at the factories were  

Made for Ikea for domestic sale and Export maybe  you’re in a European country somewhere and there’s   russian-made Ikea products in the Russian in the  Ikea right now I mean it’s just interesting right  

I I think it is and I thought I had to come and  make this video especially if you want to follow   me on telegram now today particularly when I was  coming here I’ve been posting lots of photos of my  

Travels on the way here from home I catch the bus  and the train and I see some interesting things   and post photos about it you can click a link to  join me on telegram there is a channel and then  

You can then also click over to the chat so you  can live chat there’s also other people in there   that’s going to come up right now if you want to  see an old video you can click a link here I’ll  

Actually post a link to the sweed house store so  you can take a look at the comparison of the two   stores and then maybe let me know what you think  after watching that second video okay everybody   I’m off on another adventure. Bye.

Enkel ( Энкель ) is the Russian answer to IKEA. In this video we go inside there brand new store in Moscow, Russia to see what its really like. How will Enkel compare to a Russian IKEA store. What are some of the differences.

🌐 Store Name: Enkel ( Энкель )
🌐 Store Website: https://enkelshop.ru/
📍 Street Address: Moscow, Polyany Street, 8
📍 Yandex Map Location: https://yandex.com/maps/-/CDBKVZ5C
⌚ Time of Filming: 3.00 pm (15.00 pm) 13th Feburary 2024.

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