The Unichel Ural shoe network has grown to 500 stores, the 500 point of the chain has recently opened in Krasnoyarsk.
Network stores are present in 200 cities, they are open in Chelyabinsk, Sverdlovsk, Omsk, Irkutsk, Kurgan, Orenburg regions, in Bashkiria and Tatarstan, in the Khanty-Mansi Autonomous Okrug and the Yamalo-Nenets Autonomous Okrug, Krasnoyarsk and Perm Territories, and Moscow. About 40 stores under the Unichel brand also operate in Kazakhstan.
“For the last 10 years we have been steadily expanding the geography of our presence: we have opened 30-40 stores annually,” comments Vladimir Denisenko, director of the Unicel Shoe Company, “we have developed our own standards in trade, stable demand, brand awareness and trust in it. This is serious capital. " According to Denisenko, the choice of the region for the company's retail development is determined by weather conditions: where there are severe and long winters, leather shoes with natural fur are not a luxury, but a climate requirement.
Unichel stores operate in the street retail format. Retail outlets open at the rate of one store for 60-100 thousands of residents. In major cities, there is a brand store in each district. On average, the store’s sales area ranges from 100 to 250 sq. meters. In such "stores near the house" you can find an assortment for the whole family: male and female lines, nurseries, preschool and school, teenage models. Shoes for sports and outdoor recreation. As explained in the company, Unichel “comes into” shopping malls very carefully, due to the high rent, which does not allow keeping prices affordable.
Unichel is one of the largest Russian footwear manufacturers. Three shoe factories located in Chelyabinsk, Zlatoust and Orenburg produce about 3 million pairs of shoes per year.