Let's go the other way

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".