In the summer, the first two stores of the Obuv.com chain open in Novosibirsk, said Alexander Krepkikh, the Leading Development Manager for Obuv Kom. They will work in the shopping and entertainment centers Golden Park and Siberian Mall. The managers of the shopping centers confirmed the fact of the upcoming opening of stores, but it was difficult to name the exact dates. “The lease agreement has been signed, the tenant is equipping the premises,” said the Siberian Mall rental department.
The Obuv.com network was founded in 2010 and now includes 60 shoe stores throughout Russia with an average area of 230 sq. m. Works in the low price segment, the average check is 1 thousand rubles. According to the company, the network revenue in 2011 reached 700 million rubles. In 2012, 40% of the company was bought by former co-owners of the Lenta hypermarket chain August Meyer and Dmitry Kostygin, the deal amounted to about $ 25 million.
According to Mr. Strong, this is the beginning of a massive expansion of Obuv.com in Western Siberia. By the end of the year, at least five stores are planned to be opened in Novosibirsk, "it is supposed to maintain the same pace next year." In the Novosibirsk region, the company is also interested in other cities, in particular Berdsk and Iskitim. Now the network is looking for suitable premises and is already preparing several lease agreements. The volume of investments in opening a store, according to the company’s website, is 4-7 million rubles. Obuv.com has a franchising line, but Novosibirsk stores are open as their own division of the network. In other cities, added Alexander Strong, it is possible to attract partners.
The management of Obuv.com has ambitious development plans: due to the money received from the sale of 40% of the company, the network intends to increase the number of stores fourfold in the next two years. In total, investors are ready to invest up to $ 100 million in this project.
If Obuv.com can sustain the given pace of development, it will be able to enter the top ten largest networks in Russia, says Natalya Pauli, PR director of Shoe Russia. True, in her opinion, despite the rental of premises in successful shopping centers, Obuv.com will have to make a lot of efforts in Novosibirsk to form an audience of loyal customers: the local market is highly competitive.
“Selling inexpensive and fashionable shoes for a youth audience is a good idea, but the competition in this niche is quite high. Go to one of the top shopping centers in the city - you will find stores of all competitors, ”agrees Andrei Kalmykov, head of the marketing and advertising department of the Monroe chain of stores. About this newspaper Kommersant.