Monroe tried on production

Shoe company "Monroe" launched its own production in Novosibirsk with a capacity of 1 pairs per day. The investments are estimated at $ 5-10 million. The management of the company explains the creation of the factory by the optimization of business processes and the desire to reduce costs, and experts call the project "image".

Monroe is a group of trading companies, founded in 1995. It has more than 190 shoe supermarkets of the same name in the Russian Federation. The wholesale direction includes divisions in Novokuznetsk, Kemerovo, Novosibirsk, Moscow. Financial indicators were not disclosed. The owner of the company is Oleg Maslov.

The market participants told that the Monroe company is opening its own shoe factory. Andrey Kalmykov, Marketing Director of Monroe, confirmed the launch of his own production. He said that the complex on the street. Petukhova began working on September 15, its design capacity is about 1 pairs of shoes per day. The staff is 30-40 employees. Mr. Kalmykov refused to name the volume of investments, but explained that the complex will have an assembly production of footwear. The source of financing, according to him, was the company's own funds. Finam Management analyst Maxim Klyagin estimated the investment at $ 5-10 million.

The Novosibirsk factory became the retailer's first own production project. Andrey Kalmykov explained its creation by optimization of business processes. According to the marketing director, this will reduce costs for the company and shorten the supply chain of shoes from manufacturer to retail. Now "Monroe" places orders for tailoring shoes in China, as well as in Russian factories.

The "assembly" factory will reduce costs and improve logistics, agrees Finam Management analyst Maxim Klyagin. He notes that the transfer of part of production processes to Russia is a fairly common practice, as many large manufacturers of footwear and clothing work. “The company is dynamically developing, actively expanding its network in the regions of its presence, and also entering new local markets, therefore, within the framework of this strategy, the project of partial localization of production facilities looks quite logical,” the analyst says. Mr. Klyagin noted that in Russian retail the share of domestic production accounts for only about 15-20% of the footwear market in commodity mass and about 10-15% in monetary terms.

Natalia Pauli, a representative of Obuv Rossii, also considers it expedient to open her own production facility in Novosibirsk. She points out that in addition to reducing logistics costs, the company will have the opportunity to tighter control over quality compliance. According to her, Obuv Rossi also intends to develop its own production: to expand the existing factory in Novosibirsk (capacity - 20 thousand pairs per month) and build a factory in Cherkessk (Karachay-Cherkess Republic). The production in Novosibirsk will serve the Urals, Siberia and the Far East, and the factory in Cherkessk will serve the Volga region, central Russia and the southern regions.

Alexander Greb, an independent shoe market expert, disagrees with them, calling the creation of his own production a mistake. He believes that "Monroe", as a low-price retailer, if one decides on such a project, then not in Novosibirsk, where land and labor are expensive, but in the south of Russia in order to minimize the share of production costs. “So the factory in Novosibirsk is an image project, especially since its production volumes are insignificant for Monroe,” Mr. Greb is convinced.

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Now in the Novosibirsk region, apart from Monroe, there are three shoe manufacturers - the oldest complex Kors, the Step and Obuv Rossii factories. “Each of them has a chance to increase their production, because as the disposable income of the population grows, the demand for footwear will continue to grow quite steadily,” says Maxim Klyagin. Now, the average per capita consumption of footwear in Russia is on average two to three times lagging behind similar indicators in developed countries and, according to various estimates, varies in the range of 1,5-2,5 pairs per year. Writes about this "Kommersant".