Early Life
Vladimir Melnikov's early life involved business ventures in the 1970s, starting in underground sewing workshops. He was born on August 18, 1928, in Venyukovo near Moscow. He was convicted in 1989 for attempting to take dollars out of the country to purchase equipment for the Gloria Jeans sewing cooperative and spent 10 years in prison.
Rise to Success
Melnikov founded Gloria Jeans in 1988 in Moscow. The company initially manufactured for Western brands such as Levi's and H&M. After the departure of H&M and Zara from the Russian market in 2022, Gloria Jeans expanded significantly, utilizing vacated spaces.
Key Business Strategies
Gloria Jeans' success is attributed to its vast network of over 700 stores across Russia, Belarus, and Kazakhstan, and its ability to offer affordable clothing. Melnikov expanded the business, opening around 130 stores in 2023. The company also plans to open new stores under the brand name Ready! Steady! Go!.
Philanthropy
In 2024, Melnikov transferred the company VVM Investments, through which he owned Gloria Jeans, to the Holy Great Martyr Anastasia Uzoreshitelnitsa Foundation, which aids the underprivileged. The Gloria Jeans Corporation transferred 319 million rubles to the foundation in 2023.