The Obuv Rossii group creates a chain of stores selling outerwear and related products Snow Guard. Shoe retailers expand the assortment, trying to offer the buyer ready-made fashionable images.
Anton Titov, general director and main owner of Shoe of Russia, spoke about the new RBC project: the first Snow Guard store opened in Omsk in July, and four more outlets will appear within the network by the end of the year. According to Titov, since last season, the clothing brand has been tested in stores of the Westfalika network, which is part of the group. The revenue of the stores in which the clothing brand appeared increased by 20% compared with the results of comparable stores for the same period.
The name of the new brand appeared in the list of brands on the Obuv Rossii website. Under the Snow Guard brand, the Chinese partner factory produces winter down-padded coats and jackets with insulation in the middle price segment for Obuv Rossii. Women's models cost an average of 8,2 thousand rubles, men's - 6 thousand rubles. The businessman says that the design of the first collections was developed jointly with the Chinese; in the future, things of their own design will be produced under the brand.
As of July 2014, the Obuv Rossii group of companies operated 315 stores, including 287 under the Westfalika brand and 25 Pedestrian outlets. From August 1, stores of the new chain of bags and accessories Emilia Estra will begin to open. The main owner of the company, Anton Titov, owns 96,4% of the group, another 3,6% belongs to the top management. The group's revenue under IFRS in 2013 increased 1,4 times, to 4,915 billion rubles, net profit - by about 40%, to 573,5 million rubles.
Titov estimates total investments in the development of the clothing brand until the end of the 2014 year at 500 million rubles. Snow Guard stores will open in Siberia and the Urals, their sales area will average 120 square. m. Next year, the businessman plans to spend another 1,8 billion rubles. on the development of a new direction.
An example of foreign shoe companies pushed Titova to diversify the business: for example, Czech Bata jackets are selling in the shop-in-shop format. “We strive to increase the effectiveness of our shoe stores through other product categories, such as related products. Due to the new direction, it will be possible to compensate for the diminishing margin in the main business, ”the businessman explains. And outerwear for sale is convenient in that you do not have to organize separate dressing areas in stores, Titov notes. According to him, now accessories occupy 17% of the company's revenue, by the end of the year this share should increase to 20%.