The chain of women's shoe stores "Econika" intends to increase its revenue in 2014 by 10,4% - up to 5,3 billion rubles. The network's sales in 2013 amounted to 4,8 billion rubles, which is 7% higher than a year earlier.
According to Sergei Sarkisov, vice president of the Novard group of companies, dollar revenue grew at a slower pace due to the devaluation.
"Our sales were growing in a stagnant market. Traffic in comparable Econika stores in Moscow fell by 7% in 2013, in other cities - by 3%, which indicates a decrease in consumer activity in the capital and regions," Sarkisov said. At the same time, according to him, traffic during sales, on the contrary, grows. The focus of retailers shifted to price-driven sales - the number of offer-targeted promotions increased. This is another factor indicating the stagnation of consumption.
In 2013, Econika opened 14 stores, bringing the number of retail outlets to 167. In 2014, the chain intends to open 10-12 new retail outlets. Investment in development will amount to about 60 million rubles.
In addition, the chain intends to rebrand - by the end of the year it will launch a pilot store with a new design. It is planned to spend half a million dollars on the development of the updated concept of "Econika".
"By the end of the year, a store with a new concept will be opened: the interior will change, there will be new equipment, it is possible that the trademark and its spelling will change," Sarkisov said.
Let us recall that the Econika women's shoe store chain is part of the Novard Group of Companies and has existed since 1992. The holding develops several business areas: footwear, investment and development, sales of industrial and construction equipment, as well as technical consulting. At the end of 2013, the chain consisted of 167 stores in 58 cities in the Russian Federation and Kazakhstan.