The first stores in the updated concept of Ecco Kids appeared in St. Petersburg and Moscow
Ecco, a world-famous shoe manufacturer, is introducing a new concept in the Russian market. In Moscow and St. Petersburg, the retailer opens specialized stores for children's shoes under the Ecco Kids brand. The volume of investments in opening one store is estimated at 200 − 250 thousand euros.
The format was developed specifically for the European market, said Dmitry Chuikov, director of development of the Ecco network in Russia. The first attempt to bring a new format to Russia was made more than two years ago in the regions, but was premature in the absence of demand in the post-crisis period. However, with the improvement of the economic situation in the country, the company decided to resume the project to launch a new format. Since 2011 of the year, Ecco Kids has opened in the largest shopping centers in St. Petersburg and Moscow.
The first stores in the updated Ecco Kids concept appeared in the Grand Canyon and Mega Dybenko shopping centers in the 2011 year, and in the first quarter of this year, a new store with an area of 46 square meters was launched in the Mega - Belaya Dacha shopping center, next to the existing single-brand Ecco.
The retailer presents in a new format a collection for all ages from 1 years to 14 years (Infants and Kids), thus increasing the standard children's section by five times, and the range to 235 items. The store operates in a niche between middle plus and premium and today the format actually has no competitors in Russia.
According to Chuikov, speaking at the REX-2012 conference on Changes as a Business Philosophy, the opening of a store in Belaya Dacha allowed the company to increase sales of children's shoes by 56%. At the same time, sales in the adjacent store of “adult” shoes increased, the growth was about 18%. The total turnover of stores increased by 31%.
The company plans to further develop the new format: in 2012, Ecco is preparing to launch 5 − 6 children's stores in Moscow, mainly in shopping centers, although the format of street retail is also being considered. In the future, the total number of Ecco Kids stores in the capital may grow to ten. About this writes the site malls.ru.