Basicnet is introducing K-Way to the Russian market via an agreement with Bosco di Ciliegi, the big company of Mikhail Kusnirovich that represents many Italian fashion brands in his country. The collaboration has started with the sale of K-Way's spring/summer 2012 line in the Vesna shopping center, in the Novi Arbat district of Moscow. Marco Boglione, president of Basicnet, told the history of K-Way to the Russian fashion press at a conference in Moscow, adding that it is an “intelligent brand” that combines classical, contemporary, technological, functional and colorful elements. Bosco di Ciliegi owns the GUM department store in Moscow and operates more than 100 single-brand stores in the country. Its assets include the Bosco Sport brand of lifestyle activewear that sponsors the Russian Olympic Committee. Kappa, another brand of Basicnet, is distributed in Russia by Sportmaster, the largest sporting goods retail chain in the country.