The German shoe chain Deichmann has announced plans to open its first two stores in Russia this spring. One of them will appear in Moscow, and the second - in St. Petersburg. All in all, next year the company wants to place about ten shoe supermarkets in Russia.
“The first store will open in Moscow in March 2014, and the next in St. Petersburg in April 2014,” says Ulrich Effing, head of corporate communications at Deichmann-Group.
It is known that Deichmann rented 513 sq. m on the ground floor of the "Pearl Plaza" for a period of 10 years. The company has no plans to enter regional markets. One of the reasons - the network needs a retail space format of at least 500 sq. m. Anastasia Balmochnoi, head of the retail space department at Jones Lang LaSalle, believes that it will be very difficult for a retailer to find such large areas in successful shopping centers.
Esper Group owner Victor Schukin noted that Deichmann will compete with Centro and Kari networks. “Just German origin can become an advantage of Deichmann, since the concept of German shoes is quite strong in the minds of consumers,” he says.
Deichmann is a family-owned company, a shoe brand of the budget price segment. In 2012, the company sold 165 million pairs of shoes worth 4,5 billion dollars.