oodji

oodji is a Russian youth-fashion retail brand whose history began under the name OGGI. The first store opened in Saint Petersburg in 1998, and the business was founded by Dmitry Garbuzov and Dmitry Yermakov. From its launch through 2011, the chain concentrated on women's clothing and accessories, developing apparel for mass-market consumers and distributing it through its own and franchised stores. The company broadened its commercial scope during the early 2010s. In 2011, it introduced men's clothing and accessories, and in 2012 it added children's clothing and footwear. The expansion coincided with a substantial retail footprint: by 2011, the business reportedly operated approximately 400 owned and franchised stores, while more than 280 OGGI locations had opened since the company's establishment across more than 100 cities in Russia and Ukraine. The brand also operated outside the former Soviet Union, with stores in Poland, the Czech Republic, and Slovenia during the 2011–2015 period. The brand's model combines product development and production with distribution through branded stores. Its assortment is centered on accessible, trend-oriented clothing and accessories for women, men, and children, supported by footwear in the children's category. The business is associated with the August company, headed by founder Dmitry Garbuzov according to the available reference material. In 2011, the OGGI name was replaced by the oodji identity. The rebranding accompanied the move from a predominantly women's label to a broader family-oriented fashion offer. The company has continued to be identified with a wide retail network in Russia and neighboring markets, although the available material does not establish a complete current store count, ownership structure, or detailed present-day international footprint. The brand also attracted political and consumer-activist attention in Ukraine from 2013 onward. Participants in the "Do not buy Russian goods!" campaign urged consumers to avoid OGGI products because of the company's Russian ownership and origin. This was a boycott campaign rather than a documented finding of corporate misconduct. Publicly available reference material also reports revenue estimates for 2010 and 2020, but those figures are not repeated here because the underlying sources and accounting context are not sufficiently documented in the supplied material.

OGGI, now known as oodji, was established in 1998 when its first store opened in Saint Petersburg. The business was founded by Dmitry Garbuzov and Dmitry Yermakov and initially pursued a focused women's-fashion strategy. Its products comprised women's clothing and accessories, while its distribution model relied on a growing network of branded stores supplemented by franchising. During its first phase, the company expanded across Russia and Ukraine. Reference material states that more than 280 OGGI shops had opened from 1998 onward in over 100 cities across those two countries. This expansion positioned the chain as a substantial regional fashion retailer rather than a single-market boutique operation. By 2011, the company reportedly had about 400 owned and franchised stores carrying women's and men's apparel. A major change occurred in 2011. The company began producing men's clothing and accessories, moving beyond its original women-focused assortment. The same year, it changed its consumer-facing name from OGGI to oodji. The rebranding reflected a broader business direction and created a unified identity for an expanded apparel portfolio. In 2012, children's clothing and footwear were added, giving the retailer coverage across women's, men's, and children's categories. The chain also developed an international presence outside Russia and Ukraine. Stores were reported in Poland, the Czech Republic, and Slovenia between 2011 and 2015, alongside operations or listed locations in countries including Kazakhstan, Armenia, Belarus, Kyrgyzstan, Moldova, and Slovakia. The available material does not provide a definitive current breakdown of owned, franchised, or operating stores in each market, so historical country listings should not be treated as a current store directory. The company is associated with August, which the supplied reference identifies as the corporate entity to which the brand belongs. Dmitry Garbuzov is described as the head of August. Beyond this association, the available sources do not establish a full corporate structure, current executive roster, or verified ownership details. In Ukraine, the brand became involved in a political consumer controversy from 2013. Activists participating in the "Do not buy Russian goods!" campaign urged shoppers to avoid OGGI and included it on public lists of Russian goods. The campaign focused on the brand's Russian origin and ownership rather than alleging a specific product defect or criminal violation. The available reference does not document a formal regulatory sanction, court judgment, or corporate settlement arising from the boycott. The brand's historical identity is therefore defined by four stages: its 1998 launch as a women's fashion chain, expansion through Russian and Ukrainian retail locations, the 2011 transition to the oodji name and men's assortment, and the 2012 addition of children's products. It remains presented as a Russian youth-fashion retailer, but detailed information about its current operations, store network, financial performance, and leadership is limited in the supplied sources.

• 2013

  Target of a Ukrainian consumer boycott

  [1]OGGIen.wikipedia.org

  Ukrainian activists included OGGI in campaigns urging consumers to avoid Russian goods.

• 2012

  Children's range launched

  [1]OGGIen.wikipedia.org

  Children's clothing and footwear were added to the women's and men's product portfolio.

• 2011

  Men's assortment introduced

  [1]OGGIen.wikipedia.org

  The company expanded into men's clothing and accessories after more than a decade focused on women's fashion.

• 2011

  OGGI rebranded as oodji

  [1]OGGIen.wikipedia.org

  The retailer changed its brand identity from OGGI to oodji during its broader category expansion.

• 1998

  First OGGI store opens

  [1]OGGIen.wikipedia.org

  The founders opened the first OGGI shop in Saint Petersburg, launching the business as a women's clothing and accessories retailer.

Accessible youth and family fashion distributed through a broad network of branded and franchised stores.

• Apparel · 1998

  Women's clothing

  Women's apparel was the original core of the OGGI business from its 1998 launch through the early 2010s. The category formed the basis of the chain's store expansion and remained part of the broader oodji assortment after the brand added men's and children's lines.

• Accessories · 1998

  Women's accessories

  Accessories were sold alongside the original women's clothing range. The supplied material identifies them as part of the brand's initial product specialization, although it does not provide a detailed list of accessory types.

• Apparel and accessories · 2011

  Men's clothing and accessories

  The company entered men's fashion in 2011, adding men's clothing and accessories to its established women's business. This expansion helped turn the retailer into a broader youth-fashion chain rather than a women-only label.

• Children's apparel and footwear · 2012

  Children's clothing and footwear

  Children's clothing and shoes were introduced in 2012. The line extended the brand's customer coverage to families and completed its documented move into women's, men's, and children's fashion categories.

• 2013Do not buy Russian goods!

  Ukraine

  Ukrainian activists and journalists urged consumers to avoid OGGI as part of a wider campaign against Russian goods. The campaign cited the company's Russian origin and ownership.

  Outcome. The available source confirms public campaigning and inclusion on activist lists but does not establish a quantified sales impact or a formal company response.

  Source

• 2012

  Launch of children's clothing and footwearProduct launch

  Background

  Following the addition of men's products, the brand continued broadening its assortment.

  Action taken

  The retailer introduced children's clothing and shoes.

  Aftermath

  The documented product portfolio expanded to cover women, men, and children.

  Source

• 2011

  Rebrand from OGGI to oodjiStrategy

  Background

  The business had historically focused on women's clothing and accessories but was broadening its category coverage.

  Action taken

  The company adopted oodji as its consumer-facing brand name while expanding into men's fashion.

  Aftermath

  The retailer subsequently added children's clothing and footwear in 2012, creating a broader family-fashion proposition.

  Source

• 2011

  Launch of men's clothing and accessoriesProduct launch

  Background

  OGGI had operated primarily as a women's clothing and accessories chain since its founding.

  Action taken

  The company began producing and selling men's clothing and accessories.

  Aftermath

  The move supported the transition from a women-focused label to a multi-category youth-fashion retailer.

  Source

1. 1OGGIen.wikipedia.org