Défilé

The first Defile store, the start of a Russian lingerie retail chain, opened in 2007. It sells bras, briefs, swimwear, beachwear and homewear under its own label at accessible prices, through about 75 stores in some 35 Russian cities and an online shop. The business is run by OOO RozTech, the company behind the older Wild Orchid lingerie chain.

From Wild Orchid to Defile

Defile's history starts fourteen years before its own first shop. In 1993 the company opened a lingerie store called Dikaya Orkhideya, or Wild Orchid, in the early years of private retail in post-Soviet Russia. Wild Orchid grew into a chain of its own.

In 2005 the business made a bigger move and started producing women's lingerie in Russia itself. That gave it a product it controlled from pattern to shelf. Two years later, in 2007, it opened the first Defile store, a second chain under a new name.

Earlier accounts dated Defile to 2001 and placed it inside a "Grozdi Group." The company's own history gives 2007 for the first Defile store and names RozTech as the operator, and no trace of a Grozdi group could be found, so this entry follows the company.

A French word for a Russian chain

"Defile" is the French word for a fashion show, the parade of models down a runway. A French name has long been a shorthand for lingerie credibility, and Russian brands have used it as freely as anyone. The name was a branding choice rather than a sign of French ownership or design. The chain is Russian-owned and makes most of its stock in Russia.

How much it makes

The figures the company publishes are large for a domestic lingerie business. It says it produces more than two million units a year and sells more than four million, which means a sizable share of what it sells still comes from outside its own production. It employs more than 700 people.

The range is built for volume. Defile advertises more than eighteen bra models designed for different breast shapes, which in practice means the everyday cuts of mass-market lingerie, from the T-shirt bra upward, with matching briefs such as the bikini brief. The fabrics are the workhorses of the mass market: microfiber, lace, cotton and viscose.

Sized for Russian customers

Defile's own description stresses a wide range of sizes and models tailored to Russian body measurements. That is a practical claim. A chain grading its patterns to its own customers' measurements, rather than adapting European or Asian size charts, can fit its home market more closely than an importer can.

Stores across Russia

The company lists 74 to 75 Defile stores in about 35 cities, including Moscow, St. Petersburg and Yekaterinburg. The model is the mall lingerie shop: a compact store with bras on the walls, briefs in drawers and a seasonal rail of swimwear and homewear. Online sales run through defile.ru, with a loyalty program that gives discounts of up to 10%.

The chain sets out its purpose in modest terms: to make quality lingerie affordable and help women value themselves. Its price point puts it in the same market as international mall chains such as Tezenis.

The 2024 rebrand

In 2024 the company rebranded both of its trademarks, Defile and Wild Orchid, at the same time. More than thirty years after the first Wild Orchid store opened, the two chains still sit side by side under one operator, RozTech. What began as a single Defile shop in 2007 has become a network of roughly 75, spread from the capital to the Urals.

Last updated October 7, 2026