MONGOLIAN BRAND ALTAY CASHMERE OPENS NEW STORE IN PRAGUE
Mongolian brand ALTAY Cashmere has officially opened a new store at Fashion Arena Prague Outlet. Featuring more than 200 international and Czech brands across over 100 stores, Fashion Arena Prague Outlet is one of Prague’s major outlet shopping destinations.
H.E. Ms Bolormaa, Ambassador of Mongolia to the Czech Republic, attended the opening ceremony and delivered congratulatory remarks. She emphasised that, for Mongolia, cashmere is much more than a luxury material. Renowned for its exceptional softness, fine fibres, warmth and lightness, it is also an important source of income and livelihood for thousands of Mongolian herder families.
The Ambassador also noted that Mongolian cashmere reflects the country’s unique natural environment, its centuries-old tradition of nomadic livestock herding, and the knowledge and skills of Mongolian herders, artisans and manufacturers.
ALTAY Cashmere’s collections have been designed by a Czech designer, combining premium Mongolian cashmere with contemporary Czech design for Czech consumers. By bringing together Mongolia’s high-quality raw materials and manufacturing capabilities with Czech creativity, design expertise and market knowledge, ALTAY Cashmere creates a meaningful connection between the two countries.
This partnership represents a tangible example of mutually beneficial business cooperation between Mongolia and the Czech Republic. The new store is more than simply a retail outlet. It serves as a bridge between Mongolian herders and Czech consumers, and between Mongolia’s traditional skills and modern European design.
H.E. Ms Bolormaa highlighted that ALTAY Cashmere’s initiative could pave the way for other Mongolian companies seeking to enter the Czech and broader European markets through a similar approach. Promoting Mongolian national brands and supporting exports of high-quality, value-added products to the Czech Republic and other European markets are among the Embassy’s key priorities. The opening of the new store is a practical and very welcome step in that direction.
To support this objective, the Embassy is working with the Mongolian Wool and Cashmere Association to facilitate Mongolian companies' participation in the STYL & KABO trade fair in Brno and to connect them with Czech designers, distributors, and retailers.
We extend our best wishes to Ms Solongo Batkhuu, founder of ALTAY Cashmere, her partner Mr Marcel Soural, CEO of Trigema, and their entire team for continued success in their future endeavours.