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The 90s of the last century were the landmark years for the build-up of the Russian business. Unprecedented emotional upheaval due to achievements was succeeded by financial disappointment, some companies were yielding ground to other businesses. A new trademark BAON appeared among myriads of brands which emerged at the dawn of the 90s.

 

In 1992 BAON positioned itself in the domestic clothing market as a supplier of sportswear for outdoor activities. Young designers graduated from European design schools were involved in its creation. Modern style and quality of models were the features which favorably differentiated BAON clothes against a background of mass-produced items. Every year saw the growth of BAON’s popularity. And by 1996 the company has had an efficiently managed network of sales outlets on the territory of Russia. As time went by the company smoothly switched from sportswear to casual wear. The “Velvet revolution” in the clothing range was planned and proceeded from the market needs.

 

The basic postulates of the company’s phiosophy manifested themselves in a slogan “BAON – clothes with character” stating that the wish of a man to keep his individuality and own style amidst the turmoil of city life counts most. Character is the core of a person and it forms personality traits which are expressed through such image component as clothes. When working out models for office wear to sportswear BAON designers take into account customer’s style preferences. Such a wide range of season collections makes it possible to create models which combine up-to-date design and sports industry technologies.

The collections clothing range is taking shape from 1996 to 2001. Casual wear accounts for more than 60% of the range, sportswear accounts for 30% of the range and TECHNICAL ski wear – for 10 % of the range.

1999 г. - BAON opens its first outlet in Moscow. 
 
In spite of the fact that casual wear is the bulk of the range, BAON continues to improve ski wear collection actively implementing innovation techniques. And in 2002 they start working on a world skiing know-how that is a jacket with a portable solar battery charger.

2003 г. — ВA new “Snowboard” line appears as a part of "Technical" ski wear.

2004 г. — A pilot batch of jackets with a portable solar battery charger is put on sale.


The advertising campaigns of that time are based on the promotion of bright and uncommon traits of character. Athletes in extreme sports such as professional kayakers and speleologists are chosen as BAON heroes. Their achievements in taming of mountain rivers and underground caves correlate well with the brand message – good fortune stay with those who have a strong mind and choose BAON wear. In 2004 the expedition of Kiev speleoclub and “CAVEX” team set up a world record descending the deepest gulf of the world – Kroubera-Voroniya cave – reaching the depth of 1680 m. A lot of attention is also paid to social advertising. The company actively cooperates with the fund “Sports against drugs”.


In 2005 BAON chooses Alexei Kortnev, a Russian actor, singer and composer, as a new face for the BAON CASUAL advertising campaign.

As before BAON retains a leading role among Russian companies in the sphere of high-tech wear. Launched in mass production in 2005 a jacket with a portable solar battery charger becomes the first one in Europe.

The same year a cooperation project between BAON and "LUKOIL RACING Team" was set up. The community of interests of both companies was expressed in creating a collection "BAON Racing" - clothes for professional racers and their fans – the first one in Russia. This collection compactly expresses the main idea – sportswear and casual wear are inseparable. The best cars for the city were created using the technologies which were developed by their sports “colleagues” on express highways. The quality mark of BAON casual wear is its acknowledgement by professional athletes who are exposed to overloads daily.

During the Olympic Games in Turin the idea to create clothes for recreation, working and winning prizes and medals evolved further. In 2006 BAON was chosen as the official outfitter of the Russian National Freestyle team on the Olympic Games in Turin. For the first time in the history of Russian freestyle Russian authlete walked up the Olympic podium. Vladimir Lebedev won a bronze medal in acrobatics. And since 2006 Vladimir Lebedev is a new face of BAON TECHNICAL advertising campaign.

BAON network is expanding in Moscow and regions – Ural, Povolzhie and Northwest area.

2007 г. – a joint venture BAON Ukraine starts working. New outlets are opened in the cities of Zaporozhie, Krivoi Rog, Odessa.

Andrei Kouzmenko, a popular Ukrainian singer, composer and showman, is involved into promotion of BAON brand in Ukraine. His charisma and talent enable him to reveal the characteristic facets of BAON trademark.

Today BAON is:

• More than 400 loyal partners in Russia and abroad
• 130 branded stores throughout Russia
• 13 own outlet stores
• More than 300 models in each collection

According to a poll those who choose comfortable clothes name BAON as a top-10 brand among companies manufacturing casual clothes.