TsUM is Moscow's finest modern luxury department store; a neo-Gothic treasure transformed into a Barneys-esque outpost for style-conscious Muscovite, and a study in brand awareness. TSUM is Part of the Mercury empire and Russia's most influential luxury group. Since opening its first boutique in the Radisson SAS Hotel in 1992, the group has served as the country's clearinghouse for the finest names in jewelry, watches, fashion and prestige cars, and has been instrumental in introducing its nouveau riche to the world's top-tier brands.