During these 20 years, the shoe market has learned what franchising and merchandising is, discovered Internet trading, and large European and American companies have entered Russia.
The American corporation Analpa.inc entered the Russian market in 1992 with the brand of classic women's shoes J & Elisabeth. Already at the beginning of 1993 the brand became one of the most popular in the post-Soviet space. The company still works with many trading partners with whom it started its business in Russia. Therefore, from the point of view of finding partners, understanding consumer preferences and choosing sales channels, it has much more advantages than other large foreign companies.
However, competition in Russia is much stronger and more difficult than in other markets. Americans and Europeans play by the textbook rules. This means that the owner of 5 stores goes to a small wholesale supplier, one to a large wholesaler, the next to an importer, an importer to a trading company, a trading company to a factory. In Russia, an entrepreneur with 5 stores buys a plane ticket and flies directly to a trading company or factory, for example, to China or Brazil. It is no coincidence that the team of the Russian office is now much stronger than the teams of other offices, and stronger than competing companies outside Russia.
Analpa's Russian office is celebrating its 20th anniversary in good spirits. The demand for footwear of all brands is growing steadily. The company is actively developing sales in Ukraine and Belarus. Many shoes are sold in Lithuania and Latvia. The plans include Kazakhstan, Estonia, Moldova and Armenia. The Russian market is one of the main ones for the company, very different tastes in different regions of the country allow selling a wide range of products. People follow fashion and want to buy the latest models "season after season" with expensive brands, and the offer is very limited.
It is this niche that is occupied by the BETSY and KEDDO brands, which are managed by the company.
BETSY is an ultra-modern British brand of women's footwear for young people and a generation called “twenty something” in Europe. These shoes are worn by a fashionable tomboy with sophisticated sexuality, cocky, ironic and eccentric.
KEDDO - Progressive British street-fashion brand. The unique design, organically integrated into the urban culture, is embodied in stylish collections, in which the rhythm of the big city pulsates.
Stamps are created specifically for young people 13-25 years, but they are worn by people of all ages. In this shoe people of any age feel young.
Young designers from different regions of the world are working on the collection. Russian designers first gained the right to make their recommendations in new collections, taking into account the consumer habits of Russians, and now they are developing their own copyright collection for the local market.
Uniqueness is confirmed by the percentage of sales and growing orders.