Let's go the other way
04.09.2012 2774

Let's go the other way

Collonil begins work with non-shoe retail

Collonil shoe cosmetics growth driver in Russia was supposed to be nanospray. But the key shoe networks with which the company worked abandoned its products. In order not to lose revenue, the company softens the terms of cooperation with distributors and begins to work with non-shoe stores.

The Alfa-Ars company, the exclusive distributor of the German premium Collonil shoe care products in Russia, has lost several of its key customers this year. The Carlo Pazolini company pulled out of cooperation in June because it began to produce shoe care products under its own brand. Even earlier, German funds disappeared from the shelves of Ecco and Camper stores, although these chains in Russia are being developed by the owners of Alfa-Ars - Ivan Shtopel, Andrey Sevagin and Vladimir Kreminsky. Obviously, the Danes and Spaniards did not like the fact that sellers in Russian stores are more active in offering Collonil, rather than shoe care products under their brands.

Knowing about the partners' plans, the owners of Alfa-Ars at the end of 2011 invited a new CEO to the company - Evgeny Bridsky. With his arrival, the company's strategy has changed. His predecessor Anton Davydov relied on shoe chains, and Collonil planned to increase sales by expanding the range. For example, two years ago the company expected nano-sprays to become growth drivers. Bridsky began to expand the partner network at the expense of non-core retail.

Until this year, large shoe chains became dealers of Alfa-Ars in the regions of Russia. To do this, they had to show stable sales volumes for two years. Now Bridsky is concluding contracts with wholesale companies that sell household chemicals. Firstly, he wants to build up a regional dealer network as quickly as possible and cannot look closely at potential partners for two years. Secondly, shoe chains, in his opinion, are not the best distributor: they put cosmetics in their stores, but are reluctant to enter the points of competitors.

Bridsky's task is to put Collonil on the shelves of all Russian premium supermarkets. We already have certain achievements. German shoe care products are sold in the Azbuka Vkusa, Globus Gourmet, Bakhetle, Seventh Continent chains, in a total of 100 shoe stores. The total number of retail outlets where Collonil is located is 1850.

“We have more and more loyal customers. They don't need to be told what Collonil is, ”says Bridsky. In 2011, the revenue of Alfa-Ars increased by 20%, to 8,5 million euros. Bridsky expects that this year it will increase by 24%, writes "Sekret Firmy".

Collonil begins work with non-shoe retail The growth driver for Collonil shoe cosmetics in Russia was to become nanospray. But the key shoe networks with which the company worked, abandoned it ...
5
1
Rating

Latest News

Birkenstock invests €15 million to build a factory in Portugal

German footwear brand Birkenstock is investing 15 million euros in the construction of a production site in the district of Arouco in northern Portugal. The new enterprise is designed for 600 jobs, reports The Portugal website...
27.05.2024 152

Expo Riva Schuh & Gardabags will be held in June

The next international exhibition of shoes, bags and accessories Expo Riva Schuh & Gardabags will be held from June 15 to 18 in Italy in Riva del Garda. It will present exhibitors from 40 countries (including China, India, Brazil, Italy, Portugal, Spain and…
27.05.2024 121

India records decline in leather exports

Exports of leather and leather goods fell nearly 2024% in the fiscal year ended March 10 compared to the previous fiscal year due to weak demand in markets such as the US and...
24.05.2024 354

The acquisition of LLOYD Shoes by the Swiss Arklyz Group has been completed

The takeover of footwear manufacturer Sulinger Lloyd Shoes GmbH by the Swiss investment company Arklyz AG has been completed. As we wrote earlier, in January Arklyz reached an agreement with the owner, Ara AG, to purchase the shoe brand, including all operating...
24.05.2024 412

The Astrakhan factory "Dune-Ast" will expand the production of sneakers

The Astrakhan footwear and clothing manufacturer PFC Duna-Ast took advantage of preferential financing from the Industrial Development Fund and allocated funds for technical re-equipment and the purchase of special equipment for the production of sneakers and...
23.05.2024 457
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning