LATEST NEWS | Free Style Group

EARLIER ANNOUNCEMENTS

UZBEKISTAN, TASHKENT, TASHKENT CITY MALL SEPTEMBER 2026

Free Style Group has expanded its partnership with PUMA into Uzbekistan with the opening of a new store at Tashkent City Mall. The opening marks an important milestone for the group, bringing the internationally recognized sportswear brand to its second market within Free Style Group’s retail portfolio.

Known for its strong connection to sport, performance, and contemporary lifestyle, PUMA brings together innovation and distinctive design across its collections. The new store introduces the brand to a wider audience in Uzbekistan, adding to the country’s growing selection of international sportswear brands.

PUMA’s arrival in Uzbekistan marks another step in Free Style Group’s regional expansion, building on its established partnership with the brand in Armenia and extending the group’s presence into Central Asia. This development reflects the group’s continued focus on growing its international brand portfolio and creating new opportunities across its markets.

CELIO ENTERS THE GEORGIAN MARKET SEPTEMBER 2026

Free Style Group has expanded its presence in Georgia with the opening of a new celio store at East Point in Tbilisi, introducing the internationally recognized French menswear brand to the Georgian market.

Known for its contemporary menswear, everyday essentials, and relaxed French style, celio brings a versatile approach to modern dressing, combining comfort, quality, and accessible design. The new store offers customers in Tbilisi the opportunity to discover the brand’s collections in a dedicated retail space, adding a new destination for international menswear to the city’s retail landscape.

The opening marks a new chapter in celio’s development within Free Style Group’s retail portfolio and represents a further step in the group’s expansion in Georgia. By introducing established international brands to new markets, Free Style Group continues to strengthen its presence in the region․

MATCH MULTIBRAND EXPANDS ITS PRESENCE IN YEREVAN OCTOBER 2025

Match Multibrand opened its new location at Rio Mall in Yerevan in October 2025, bringing together a selection of international women’s fashion brands in one destination. The store features Vero Moda, ONLY, PIECES, JJXX, YAS, and more, offering customers a variety of contemporary styles for different tastes and occasions.

The opening added a new destination for women’s fashion in Yerevan and marked another step in the development of Match Multibrand in Armenia. As part of Free Style Group’s retail portfolio, Match continues to bring international fashion brands closer to local customers, contributing to the group’s ongoing growth and development in the Armenian market.

JUNE 5, 2026

We are proud to announce the opening of Sneak Beat, a new addition to the Free Style Group retail portfolio and the largest sneaker concept store in Armenia.
Bringing together globally recognized brands including Vans, Adidas Originals, Nike, New Balance, Puma, Camper, Cole Haan, On, and many more, Sneak Beat offers a new destination for sneaker enthusiasts and anyone inspired by sport, style, and contemporary culture.
More than a traditional retail space, Sneak Beat combines footwear, lifestyle, sport, and community in one place. Alongside a curated selection of leading brands, visitors can enjoy gaming zones, sports activities, and a Coffee House corner, creating a space designed for discovery, connection, and self expression.
The opening of Sneak Beat reflects Free Style Group’s continued commitment to bringing innovative retail concepts and world class brands to the Armenian market while creating new experiences for customers.

BOND ISSUANCE FULLY SOLD OUT FEBRUARY 2026

We are proud to announce that our bond issuance totaling AMD 1.5 billion has been fully sold out.
This milestone reflects the strong trust of our partners and investors, as well as the confidence in our long-term vision and strategy.
We sincerely thank everyone who supported us and believed in our future.
With this achievement, we are moving forward with new large-scale projects that will mark the next stage of our growth and development.
Big projects are coming.

DECEMBER 2025

We are pleased to announce the opening of the Mountain Store at Myler Mountain Resort in December 2025.
Located within a winter sports destination, the store features globally recognized brands PUMA, JACK & JONES, and LEVI’S, offering visitors a versatile selection of apparel for both active and leisure moments. Designed for both performance and everyday comfort, the store brings together sport, lifestyle, and casualwear in one space.
This opening reflects Free Style Group’s continued focus on developing retail concepts in dynamic, high-engagement locations and expanding its presence in key lifestyle destinations.

NOVEMBER 27, 2026

Danish style continues to grow its presence in Yerevan with the opening of the new Jack & Jones store on Aram 4. The brand brings together its signature denim heritage, contemporary menswear, and everyday essentials—offering a fresh and effortless take on modern style.
The opening was celebrated with partners and colleagues, reflecting the strong collaboration and steady expansion of Jack & Jones in Armenia. From jeans that always fit right to laid-back streetwear and versatile daily pieces, Jack & Jones introduces a renewed approach to menswear in the heart of the city. Discover the latest drops and explore a modern wardrobe built on comfort, confidence, and Scandinavian simplicity.

OCTOBER 19, 2025

Italian elegance continues to expand its presence in Yerevan with the opening of a new Boggi Milano store on Northern Avenue 11.

This launch introduces a refined selection of contemporary menswear, combining Italian craftsmanship with modern design to meet the needs of today’s gentleman. The opening adds a new dimension to the existing premium fashion scene in Armenia, offering a distinctly Italian approach to modern menswear. Partners and industry representatives attended the event, underscoring the strong collaboration and shared vision behind the brand’s development in the region. Boggi Milano’s arrival on Northern Avenue brings a new level of sophistication to the city’s retail landscape, offering customers a timeless and elevated shopping experience.

JUN 27, 2025

Founded in 1948, PUMA is now one of the most renowned and trusted sportstyle brands in the world, offering modern and high-quality apparel and footwear for men, women, and children. In Armenia, PUMA’s presence is already turning into a movement — uniting sports, fashion, and a healthy lifestyle. And we at FreeStyle Group, as the official representative of the globally recognized PUMA brand in Armenia, continue on our path of growth and development, promising that there are still many exciting things ahead. Find us at Yerevan Mall and discover your style with us.

MARCH 21, 2025

DENIM UPGRADE!
On March 21, Free Style Group proudly opened the Levi's store in Uzbekistan, and it's already turning heads at Indigo Platinum Concept, Tashkent City Mall. Levi's has been part of the culture here for years — worn, loved, and reworked by generations. Now it's officially in town, and better than ever. From iconic 501s to fresh new drops — this is your sign to pull up and find your perfect fit.

JAN 15, 2025

Free Style Group is leveling up our partnership with Bestseller Group and bringing something super exciting to Armenia's fashion scene. Meet Match Multibrand - our brand-new, modern fashion hub opening in Yerevan!This is not just another store; it's our FIRST-EVER space dedicated entirely to women's fashion.Get ready to shop iconic brands like Vero Moda, ONLY, PIECES, JJXX, YAS, and so many more, under one roof.We're all about empowering women to express themselves through fashion, and Match Multibrand is where it all comes together.

NOV 2, 2024

We are thrilled to announce that Freestyle Group his second store of PUMA brand now in the heart of Yerevan, on Northern Avenue, Armenia! PUMA, a global leader in sportswear and fashion, continues to inspire with cutting-edge performance technology and bold, modern designs. From iconic collections to exclusive collaborations, PUMA combines sport and style for both athletes and fashion enthusiasts. This new store in Yerevan's heart marks another milestone for us and Freestyle Group, offering an expanded range of PUMA's latest collections in footwear, apparel, and accessories. Visit us on Northern Avenue and discover the perfect blend of innovation and style. Join us in celebrating this exciting new chapter for PUMA in Armenia, brought to life by Freestyle Group!