Obuv.com reached Siberia
22.06.2012 3160

Obuv.com reached Siberia

The first stores of the federal Obuv.com chain are opening in Novosibirsk. The retailer, taking into account the growing demand for shoes of a low price segment, is building aggressive plans to develop the market throughout Siberia. Local retailers predict increased competition in the Novosibirsk market, a significant share of which is occupied by retail markets.

In the summer, the first two Obuv.com stores are opening in Novosibirsk, said Aleksandr Krepkikh, Lead Development Manager of Obuv Kom. They will operate in the shopping and entertainment centers Golden Park and Siberian Mall. The shopping center managers confirmed the fact of the upcoming store openings, but they found it difficult to give exact dates. "The lease agreement has been signed, the tenant is equipping the premises," the lease department of the Siberian Mall reported.

The Obuv.com chain 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 chain's revenue in 2011 reached RUB 700 million. In 2012, 40% of the company was bought by the former co-owners of the Lenta hypermarket chain August Meyer and Dmitry Kostygin, the transaction amount was about $ 25 million.

According to Mr. Krepkikh, this is the beginning of a large-scale expansion of Obuv.com in Western Siberia. By the end of the year, it is planned to open at least five stores in Novosibirsk, "the same pace is expected to be maintained next year." In the Novosibirsk region, the company is also interested in other cities, in particular Berdsk and Iskitim. The chain is now 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 franchise direction, but Novosibirsk stores are open as their own division of the chain. In other cities, Alexander Krepkikh added, 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 maintains the given development rates, it will be able to enter the top ten largest chains in Russia, says Natalya Pauli, PR director of Obuv Rossii. However, in her opinion, despite the rental of premises in successful shopping centers in Novosibirsk Obuv.com will have to make a lot of efforts to form an audience of loyal buyers: the local market is highly competitive.

“Selling inexpensive and fashionable footwear to a younger audience is not a bad idea, but the competition in this niche is quite high. Go to any of the top shopping centers of the city - you will find shops of all competitors, ”agrees Andrey Kalmykov, head of the marketing and advertising department of the Monroe chain of stores. The newspaper "Kommersant" writes about this.

The first stores of the federal Obuv.com chain are opening in Novosibirsk. The retailer, taking into account the growing demand for low-price shoes, is building aggressive plans to develop the market throughout Siberia. ...
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