May 27, 2014, 3:20 PM

A Chinese e-retailer offers Russian brides a wider choice of dresses

DinoDirect China is placing kiosks in Russian bridal shops where women can choose from 1,000 wedding dresses made in China.

Lead Photo

Thanks to a Chinese online retailer, Russian brides have a wider selection of wedding gowns to choose from.

DinoDirect China Limited is placing kiosks with 40-inch screens in bridal shops in Russia and the Ukraine where brides-to-be can browse among the more than 1,000 wedding gowns and bridesmaid dresses DinoDirect offers via the web.

“Before, each store normally had a selection of only 100 dresses,” DinoDirect vice president Wang Kun tells Internet Retailer. “The selling point of our kiosk is to help store owners expand their product selection rapidly. ”

Wang says 500 wedding retailers have signed up to offer the kiosks, with 80% of them in Russia and the rest in the Ukraine. The retailers pay about $1,000 for the kiosk, and the store owner and DinoDirect split the proceeds from sales, though Wang would not provide details.

DinoDirect operates one warehouse in Russia and another in the Ukraine. If a consumer orders a dress in stock in one of those warehouses, delivery normally takes three two to seven days. Otherwise, the product is shipped from China and takes about a month to arrive.

The Chinese e-retailer’s sales in Russia have jumped 500% in the first half of this year, the company says. DinoDirect, based in Chongqing, is No. 213 in the Internet Retailer China 500, with 2013 sales estimated by Internet Retailer at $39.7 million.

DinoDirect also operates an English-language e-commerce site,, which quotes prices in the currencies of 33 countries.

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