Daughters-sons introduces a new retail format
28.04.2021 427

Daughters-sons introduces a new retail format

The Dochki-Sinochki chain of children's goods stores is launching corners with fixed prices in its own retail chain, writes Kommersant. Market experts see this as an attempt by the retailer to separate itself from a strong competitor in its segment - the Detsky Mir retail network.

In retail, Daughters-Sonnies are already testing a new format of corners with fixed prices of 99–299 rubles - in this price range are children's toys, stationery, and goods for creativity. Such corners have already opened in 33 points of the chain in Moscow.

Representatives of the company note that the launch of the new format has increased the number of goods in a check by an average of 15% with the prospect of growth up to 5% of the revenue of each outlet.

At the moment the assortment of corners is formed from the goods of the main chain, but in the future it is planned to create separate purchases.

According to the NPD Group toy market expert Irina Sedova, corners cover one of the most popular price segments in children's retail: for goods up to 500 rubles. in the retail of children's goods account for up to 20% of sales in monetary terms and up to 62% in pieces.

According to OneStory partner Olga Sumishevskaya, the launch of such a format meets the strategic task of the Daughters Sonnochka network - to differentiate the offer from Detsky Mir and online platforms. 

According to the report of the Detsky Mir Group, Daughters-sons are the second chain selling children's goods in Russia, managing more than 180 stores and occupying 3% of the market in 2020. Mothercare has a similar share, with Rich Family and Korablik each accounting for 2%. The share of Detsky Mir is 22%.

The Dochki-Sinochki chain of children's goods stores is launching corners with fixed prices in its own retail chain, writes Kommersant. Market experts see this as an attempt by a retailer to detach from ...

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