Visual Merchandising
that Improves Store Performance
that Improves Store Performance
Improve your store in 1–2 days with a fast, hands-on VM reset.
20+ years in fashion and homeware retail · Worked with internationally recognised brands including Comme des Garçons,
Calvin Klein, Marc Cain, Pinko, etc.
20+ years in fashion and homeware retail · Worked with internationally recognised brands including Comme des Garçons,
Calvin Klein, Marc Cain, Pinko, etc.
How I can help:
Store improvement · Window displays · In-store implementation · Store design
Store improvement · Window displays · In-store implementation · Store design
ABOUT ME
Anna Balandina - Visual Merchandising and Retail Concept expert with 20+ years in international fashion retail. I combine strategic thinking with hands-on work in-store to improve it's performance.
Former Image Director and Head of Visual Merchandising for brands including Calvin Klein Jeans, CK Calvin Klein, Pinko, and MEXX. MA in Fashion Design & Strategy (ArtEZ Academy, Netherlands).
WHOM I WORK WITH
Fashion, footwear, accessories, homeware brands, and retailers looking to improve store performance through visual merchandising.
Based in Valencia, Spain, working internationally.
Former Image Director and Head of Visual Merchandising for brands including Calvin Klein Jeans, CK Calvin Klein, Pinko, and MEXX. MA in Fashion Design & Strategy (ArtEZ Academy, Netherlands).
WHOM I WORK WITH
Fashion, footwear, accessories, homeware brands, and retailers looking to improve store performance through visual merchandising.
Based in Valencia, Spain, working internationally.
From underperforming stores to high-performing retail spaces
Before
- unclear product presentation
- lack of visual structure
- customers don’t explore the space
- inconsistent merchandising
- windows do not attract attention
- clear zoning and strong product focus
- structured visual system across the store
- guided customer journey
- window displays that drive traffic
- organised and easy-to-navigate space
- higher average purchase per customer
WHAT I DO
VM & Store Optimisation
— Analyse store layout, customer flow and window visibility
— Improve product presentation and visual structure
— Optimise zoning and product placement to increase sales
— Design high-conversion zones and customer journey
SERVICES
— Seasonal VM resets (store remerchandising & window display styling)
— Window display concepts & implementation
— VM for store openings (from concept to launch)
— Store Design & Restyling projects
— Pop-up store projects (from concept to launch)
— Analyse store layout, customer flow and window visibility
— Improve product presentation and visual structure
— Optimise zoning and product placement to increase sales
— Design high-conversion zones and customer journey
SERVICES
— Seasonal VM resets (store remerchandising & window display styling)
— Window display concepts & implementation
— VM for store openings (from concept to launch)
— Store Design & Restyling projects
— Pop-up store projects (from concept to launch)
Try VM Guru:
Store Improvement & Visual Merchandising Reset
Store Improvement & Visual Merchandising Reset
Sometimes, one well-executed seasonal VM reset is enough to unlock your store’s potential.
A complete VM reset of your store in 1–2 days.
— Window displays styling
— Product presentation
— Commercial zoning & customer journey
Fully reworked directly in your store.
Get in touch
Message on WhatsApp A complete VM reset of your store in 1–2 days.
— Window displays styling
— Product presentation
— Commercial zoning & customer journey
Fully reworked directly in your store.
Get in touch
Selected Projects
Real examples of store transformations, window concepts and VM resets implemented across fashion and homewear retail
Comme des Garçons (Concept Air, Moscow)
VM Concept & Development
VM Concept & Development
Developed and implemented VM concept for a multi-brand concept store featuring Comme des Garçons, including the presentation of six brand lines at launch.
Led collection merchandising, spatial concept, and seasonal visual updates, translating avant-garde brand identity into a strong and commercially effective retail experience.
Led collection merchandising, spatial concept, and seasonal visual updates, translating avant-garde brand identity into a strong and commercially effective retail experience.
OSCAR
Flagship Store Concept & Development
Flagship Store Concept & Development
Led full-cycle development of a flagship retail concept — from layout and zoning to store opening.
Created a structured customer journey and a scalable retail model.
Created a structured customer journey and a scalable retail model.
LUSIO
Seasonal Window Display Rollout (27 Stores)
Seasonal Window Display Rollout (27 Stores)
Developed and implemented scalable window display concepts across a 27-store retail network.
Created a distinctive premium Christmas concept integrated into the store space, increasing traffic by 72% and sales of the capsule collection by 134%.
Created a distinctive premium Christmas concept integrated into the store space, increasing traffic by 72% and sales of the capsule collection by 134%.
Aura Bohemia
VM Audit & Store Presentation Improvement
VM Audit & Store Presentation Improvement
Redesigned product presentation and developed a new visual merchandising approach, and led a full store and window reset.
Increased store traffic by 48% and sales by 57% (like-for-like within 2 weeks).
Increased store traffic by 48% and sales by 57% (like-for-like within 2 weeks).
Air Concept Store — Pop-up VM Projects
VM Concept & Development
VM Concept & Development
Developed high-impact pop-up concepts and in-store VM presentations for several premium fashion brands, including Charles Jeffery Loverboy, Walter van Beirendonck, Comme des Garçons Girl.
La Bottega dei Tessuti
Flagship Window Concept & Implementation
Flagship Window Concept & Implementation
Developed a large-scale window display concept for a flagship store facade (Premium European fabric supplier. 20+ windows).
Created strong visibility and a recognisable brand identity across multiple viewing distances. Balanced premium perception with budget efficiency.
Created strong visibility and a recognisable brand identity across multiple viewing distances. Balanced premium perception with budget efficiency.
Home Collection
Retail Concept, Store Design & Seasonal VM reset
Retail Concept, Store Design & Seasonal VM reset
Developed a new Store Design and Brand Identity for the homeware chain, including visual merchandising for store opening.
Implemented five high-performance seasonal VM resets, rolled out across the network through VM presentations.
Implemented five high-performance seasonal VM resets, rolled out across the network through VM presentations.
Premium Multi-Brand Retail Space
Full store re-merchandising
Full store re-merchandising
Developed and implemented visual merchandising for a high-value retail space featuring cultural and collectible objects.
Delivered six seasonal visual remerhandising resets.
Delivered six seasonal visual remerhandising resets.
Luisa Cerano, Mark Aurel, Buffalo & Picard
Showroom Preparation and
Collection Re-merchandising
Showroom Preparation and
Collection Re-merchandising
Prepared the showrooms for biannual pre-order sessions, delivering full re-merchandising of the collection.
Created coordinated looks and organised the collection based on brand priorities, ensuring a comfortable and efficient buying process and supporting seasonal photoshoots.
Created coordinated looks and organised the collection based on brand priorities, ensuring a comfortable and efficient buying process and supporting seasonal photoshoots.
Selected Clients
A selection of brands I've worked with in fashion and homeware retail.
Get in touch
If you’re looking to improve your retail space, develop your fashion brand environment or strengthen a store network through visual merchandising, feel free to get in touch.
I also provide VM consulting and team training.
Email: anna.balandina.vm@gmail.com
Phone / WhatsApp (EU): +34 645089477
Phone / WhatsApp (RU): +7 9167909252
Languages: English, Russian, Spanish (B1)
More projects and services (RU): vmguru.ru
Get in touch I also provide VM consulting and team training.
Email: anna.balandina.vm@gmail.com
Phone / WhatsApp (EU): +34 645089477
Phone / WhatsApp (RU): +7 9167909252
Languages: English, Russian, Spanish (B1)
More projects and services (RU): vmguru.ru
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I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long. Just figure out what’s next.