"Daughter" of the Russian manufacturer of shoes opened a store in Finland

Finnish wholesaler Dinofin Oy, a subsidiary of Russian footwear manufacturer and supplier Renaissance, recently opened its first SHOEZOO shoe retail store in Helsinki.

The store occupies an area of ​​80 sq. M. On the first floor of a shopping complex in the very center of Helsinki. The assortment of the SHOEZOO mid-price point of sale includes classic women's and men's shoes, fashionable rubber boots and new products for Finland - stylish felt winter boots. The main shoe brand promoted by Dinofin Oy and featured in the new store is Cooper. The assortment also includes some types of accessories: youth bags, belts, scarves.

The interior of the store is fully consistent with the tastes of the youth consumer audience that it is oriented to - it is modern and democratic, concise and not without comfort. It is convenient not only for buyers (who can see the whole assortment from the entrance and for which poufs are provided here), but also for sellers, since the space is planned so that most of the goods can be stored directly on the trading floor, while maintaining order and avoiding associations with the warehouse.

The outlet project was developed by Puume Oy, a manufacturer of retail equipment.

“Dinofin Oy asked us to develop a turnkey project for its first store,” says Dmitry Tarzalainen, Commercial Director of Puume Oy. - The work on this project had its own peculiarities. Firstly, tight deadlines for the development and implementation of the project. Secondly, we had to build a warehouse in the trading floor, because initially available was very small. Thirdly, it was necessary to make the space functional, while not cluttering it.

The interior of the store is made in bright colors. Trading equipment is made of white and gray MDF, imitation of wood, but the same shades, is partially used. The abundance of glass in commercial equipment and large mirrors facilitate the space. Color drawings of animals on the walls, reminiscent of a mosaic, justify the use of the word “zoo” in the name of the store and make the interior even more youthful, playful, non-standard. The frivolity that so impresses young people in SHOEZOO also manifests itself in merchandising: shoes here are hung on paper clips or laid out in glass storage baskets.

“The store, owned by a Russian company, which, incidentally, has Russian-speaking sellers (of course, fluent in Finnish), turned out to be quite Scandinavian, understandable and stylistically resident in Helsinki,” summarizes Dmitry Tarzalainen. “I note that Puume Oy has a representative office in St. Petersburg, so Finnish-quality interiors are also available in Russia.”

The Renaissance company is one of the largest suppliers of shoes to the Russian market. She began her activities in the 1993 year, now. The main brands of the company are Renaissance (shoes made in Italy), Joker, Cooper and Riviera.

Dinofin Oy is a subsidiary of the Renaissance company. The company began operations in the spring of 2011 as a wholesaler of footwear, resulting in the emergence of the Cooper footwear brand in Finland. For 9 months, the brand has already won a good position in the market. Puume Oy is a well-known manufacturer of shop equipment in Finland. The company has been manufacturing trade equipment for non-food stores for 20 years. Its annual turnover is over 6 million euros. It has been represented on the Russian market since 2008. The Finnish company also has a representative office in Tallinn. This is reported by the Trade Practice magazine.