The first stores in the updated concept of Ecco Kids appeared in St. Petersburg and Moscow
Ecco, a world renowned footwear manufacturer, is introducing a new concept to 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 concept of Ecco Kids appeared in the Grand Canyon and Mega Dybenko shopping centers in 2011, 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 and entertainment center, next to the existing monobrand 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, who spoke at the conference “Changes as a Business Philosophy” at the REX-2012 exhibition, 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 of “adult” footwear in the adjacent store also increased, the growth was about 18%. The cumulative store turnover 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 street retail format is also being considered. In the future, the total number of Ecco Kids stores in the capital may grow to ten. The site malls.ru writes about it.