Obuv Rossii opened the first Emilia Estra bag shop
On April 24 in Tyumen, the first Emilia Estra handbag store was launched. The Obuv Rossii, which owns the Emilia Estra brand, is increasing the share of non-shoe products in retail sales and is launching in test mode a new store format - a specialized chain selling bags. In total, by the end of the 2012 year, 5 Emilia Estra stores will be opened in Novosibirsk, Krasnoyarsk, Omsk, Kemerovo.
“Bags are one of the priority areas for the development of non-shoe products in our network,” comments Anton Titov, director of Obuv Rossii. - In 2011, sales of related products in the Shoe of Russia networks amounted to 100 million rubles. - 5% of retail revenue. In 2012, the company plans to triple sales of non-shoe products and bring them to 300 million rubles, and increase its share to 10%. ”
The average area of new stores will be 50-60 sq.m. They will be located in passable places, on shopping streets, near shoe and clothing stores. Investments in one outlet will amount to 1-1,5 million rubles. The main range of new stores - bags under its own brand Emilia Estra, price range - from 1890 - 2490 rub. Other related products will also be presented - Emilia Estra tights, leather goods.
Emilia Estra is a youth fashion brand that works in the economy segment. Initially, shoes were sold under this brand, in 2010 it was decided to expand the range of Emilia Estra with accessories - bags. Since the autumn of 2011, a new product line has been sold in the Shoe of Russia chains - Emilia Estra tights. The Emilia Estra collections reflect the fashion trends of each season. Emilia Estra brand customers are girls and young women of 20-30 years. Shoes and bags are made of inexpensive materials - artificial leather, textiles, velor.
Obuv Rossii is a federal shoe retail company, one of the five largest shoe retailers in Russia. It is developing two networks - Westfalika (single brand, mid-price segment) and Pedestrian (economy network), as well as an 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. Revenues in 2011 amounted to 2,203 billion rubles.