M.Shoes changes name

Russian representative of a German shoe manufacturer Munz - Schuhfabrik GmbH for five years intends to open In Petersburg about 25 stores. 

Estimated investment analysts in implementation projects can amount to approximately $ 7,5 million. in the city franchise there are six points of the company under the M.Shoes brand, in 2012 – 2013 years stores will be renamed in Thomas Munz. Market participants indicate on thatthat the St. Petersburg market is oversaturated. However, analysts say Thomas Munz is targeting on average the price segment, which is now dynamically developing, in addition, consumers demonstrate high loyalty to German to designers.

According to commercial director LLC "Münz Schufabrik GmbH", a subsidiary of a shoe manufacturer Munz - Schuhfabrik GmbH, Dmitry Glazin, the first new brand showroom under the Thomas Munz brand will be opened on Nevsky avenue in concert April 2012 of the year in room area of ​​165 sq. m At the rate investment analysts at the opening one store can be approximately $ 300 thousand

“Today day our network in Russia includes 33 branded shoe stores that operate under Thomas Munz brands and M.Shoes, besides this, our shoes are presented in more 100 multi-brand stores. In Petersburg franchise we there are six M.Shoes stores, the rebranding of which the company plans to carry out in 2012 – 2013 Years. For the coming years, our company adopted the Thomas Munz brand withdrawal strategy to new regions - says Mr Glazin. - During the five years the company plans to open 20 – 25 new showrooms In Petersburg to the end this year there are still 3 – 4 new stores. ”

According to Lyudmila Reva, Director of Astera in the alliance with BNP Paribas Real Estate, suitable areas in the format built-in rooms are regularly exempted in the course of rotations in the number of shoe retail operators. "Prospects in shopping centers less defined since in successful objects the job level seeks to zeroformed sheets expectations ", - she says.

According to Daria Nuclear, Director of Analytics by markets of Russia and countries CIS Esper Group, total turnover on the market Russian shoes amounted in 2011 year $ 23,74 billion, to Petersburg accounts for 4,2% of the market, or $ 1 billion in sales. “The most dynamically developing today is the average price segment - from 100 to 250 dollars for a couple shoes. Exactly in it the price segment operates M.Shoes, and exactly in the same The segment is planning the opening of Thomas Munz. Average price positioning stamps - about 180 dollarsmoat for a couple - means classic orientation on consumers in the bottom middle price segment. Competitive offer and good combination "price quality" - here are the potential success factors project ", - says Mrs. Nuclear.

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She notes that the locomotive of market development St. Petersburg generally are budget and middle price segment (for the most parts - not in the masses market, but in the classic average), the growth rate of this group reaches 8,5 – 9%. "With another parties, In Petersburg not visible acute polarization of demand, which can be observed almost throughout territory of the country, including Moscow. Distribution of demand evenly due to less differentiation of income, with one parties, and more clear segmentation with another. Petersburg is characterized by a classic consumption model, wherein the level of income directly determines the price range for the purchase of clothes, shoes and accessories.

In this quality context and affordable at the price of Thomas Munz models look attractive. Additional factor - high enough loyalty to German to designers ", - says Mrs. Nuclear.

Regarding the shoe market in Russia generallythen According to Esper Group, the most dynamic segments Today - budget (up to $ 100 for a couple) and middle (from $ 100 to $ 250 for a couple) Sales growth of these categories reaches 18% per year (compared with 13% increase in shoe sales generally across Russia in 2011 year), forecast on 2012 year for the average price segment - 14,1% that at two times faster than for the market generally (7,4%).

The average In the price segment, competition is quite high, but it is concentrated mainly in million-plus cities.

However, the shoe market participants indicate on that that In Petersburg this retail direction is in difficult condition. Docker's shoe store chain CEO Sergei Mileshnikov says the city’s market is oversaturated. "The shops in the city poorly attended, no seasonal demand. As for the assortment, somewhere on 60% shoes in the city the same type, "- Mr. Mileshnikov complains. About it writes Kommersant St. Petersburg".