Obuv Rossii has opened the first Emilia Estra bag store
On April 24, the first Emilia Estra bag shop opened in Tyumen. Obuv Rossii, which owns the Emilia Estra brand, is increasing the share of footwear in retail sales and is launching a new store format in test mode - a specialized chain selling bags. By the end of 2012, 5 Emilia Estra stores will be opened in Novosibirsk, Krasnoyarsk, Omsk, Kemerovo.
“Bags are one of the priority directions for the development of footwear in our network,” comments Anton Titov, director of Obuv Rossii. - In 2011, sales of related products in the Obuv Rossii chains amounted to 100 million rubles. - 5% of retail revenue. In 2012, the company plans to triple the sales of footwear products and bring them to 300 million rubles, and increase the share to 10%. "
The average area of new stores will be 50-60 sq. M. They will be located in walkable places, on shopping streets, near shoe and clothing stores. Investments in one outlet will amount to 1-1,5 million rubles. The main assortment of new stores is bags under its own brand Emilia Estra, price range - from 1890 - 2490 rubles. Other related products will also be presented - Emilia Estra tights, leather goods.
Emilia Estra is a youth fashion brand that operates in the economy segment. At first, footwear was sold under this brand, but in 2010 it was decided to expand the range of Emilia Estra with accessories - bags. Since autumn 2011, Obuv Rossii has been selling a new product line - Emilia Estra tights. Emilia Estra collections reflect the fashion trends of each season. The buyers of the Emilia Estra brand are girls and young women 20-30 years old. Shoes and bags are made of inexpensive materials - artificial leather, textiles, velor.
Obuv Rossii is a federal footwear retail company, one of the five largest footwear retailers in Russia. It develops two chains - Westfalica (monobrand, mid-price segment) and Pedestrian (economy chain), as well as the inexpensive youth brand Emilia Estra. Today, 180 stores of the company operate in 56 cities of Siberia, the Urals, the central part of Russia, the Volga region and the Far East. Revenue in 2011 amounted to 2,203 billion rubles.