We are ready for active development in the Russian market
Friedrich Naumann, CEO of Tamaris, spoke to Shoes Report about the company's ambitious plans, business development in Russia, and retail network expansion, as well as details about new collections and launches.
Friedrich Naumann - General Director of Wortmann VostokWhat results did Tamaris finish 2023 in Russia in terms of sales volumes, new store openings, expansion of the partner network and other indicators?
Despite the high level of market turbulence, in 2023 Tamaris managed to maintain sales at last year's level and strengthen its position for further business development.
In addition, we managed to expand the network of branded stores to 60 and open 7 more new mono-brand outlets. I would like to note that 6 of them were opened with partners with whom we have had fruitful cooperation for a long time. We deeply appreciate their trust and loyalty to us as a brand and company, and are ready to continue developing an effective business model with existing and new partners.
What are your plans for the future – for 2024? Will large-scale expansion in the Russian Federation continue? Which regions and cities are your priority?
The opening of 2024 Tamaris brand stores is planned for 15. We are ready for active expansion in the Russian market, everything depends on the availability of suitable sites that meet the brand concept. We open all stores as our own retail stores, so we approach the selection of locations carefully and selectively. Now the company's focus is Moscow, St. Petersburg and cities with a population of over a million; we have an extensive database of shopping centers throughout Russia, and we consider the best options in every major city
Can your business strategy on the Russian market be called aggressive? Are you not afraid of high competition with other brands, in particular Chinese, Turkish, as well as local Russian brands?
I would not use the word “aggressively”; I would call our development active and omnichannel. Now is a time of great opportunities and great challenges, and we are making every effort to effectively use all our resources for development. No, we are not afraid of competition with other brands, since Tamaris is a well-known European one, I would even place special emphasis on the fact that it is a German brand of shoes and accessories, which will always be a priority among consumers and shopping centers. The ideal balance of four key characteristics - price, quality, style and comfort - makes the brand very attractive to customers and, at the same time, competitive.
The average retail price for one pair of Tamaris is 9 rubles; for this price, the buyer receives a high-quality genuine leather model with a modern design and innovative patented technologies for maximum comfort. Tamaris is one of the most famous and sought-after shoe brands in Europe and, accordingly, belongs to the flagships of the industry. Thus, in Germany, Tamaris recognition exceeds 500%. The company's unique positioning has led to the fact that today every second woman in Germany is the happy owner of at least one pair of brand shoes. Our ambitious goal is to achieve the same high levels in Russia.
Will the trading concept of your stores change given the expansion of the assortment? What will appear, what innovations, what will be the presentation of product groups?
This year, the company is expecting significant changes - this applies not only to the product matrix, but also to the physical spaces where Tamaris is represented. So, we are launching a men’s collection, which the brand has never had before, and we are also preparing several more important projects - we will share the details in the very near future. Such changes require a transformation of the concept of our retail stores: Tamaris plans to increase the retail space to 170 -200 sq. m. m, zoning capsule collections, as well as separating men's and women's lines.
In addition, to comply with current trends, stores are digitalizing their spaces: we plan to completely switch to LED display windows and install touch screens inside with the ability to go to the online store and place an order for home delivery. We are confident that this will contribute to a positive user experience.
Tamaris has launched a men's line, tell us about it?
For the SS24 season, Tamaris launched a men's line, which included boots, low shoes, sneakers, high-tops and loafers in a modern interpretation of casual style. The focus remains on comfort, natural materials and high quality. The line is available exclusively in retail stores of the network.
The launch of the men's collection marks a new chapter in the history of the brand, which for 57 years has been aimed exclusively at a female audience. This is an important event for us, opening up incredible new business opportunities.
Tell us about the fall-winter 2024/25 collection that you presented at the Euro Shoes exhibition
The Tamaris AW24/25 collection is made in a trendy aesthetic that combines classic elements with fashion trends: college style, elegant classics, biker chic and natural motifs. The collection includes a wide range of shoes, bags and accessories.
The new line of models with GORE-TEX technology deserves special attention - models of boots and ankle boots made of genuine leather with a GORE-TEX membrane located between the lining and the top, which makes the shoes waterproof and, at the same time, breathable.
For those who value clean lines and minimalism, the AW24/25 collection presents the premium NEWD.Tamaris line. It is distinguished by the highest quality, natural materials and impeccable timeless design.
When preparing any collection, the company's focus always remains comfort: more than 70% of shoe models are made using at least one of the 15 patented Tamaris technologies, the development of which is the responsibility of our dedicated innovation center in Detmold.
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