In July, Obuv Rossii completed a project to rename its main retail network: the company renamed all Westfalika stores to Westfalika Shoes. Newly opened outlets are already working under a new sign. Also, Obuv Rossii modernized stores, equipping them with more modern equipment.
The renaming and re-equipment program is associated with the development of a promising store format for shopping centers. In total, Obuv Rossii invested 2013 million rubles in the modernization of stores in 2014 - the first half of 300.
“The decision to rename and modernize stores is due to the fact that over the past few years, the audience of our brand has expanded at the expense of younger customers. - comments Anton Titov, director of Obuv Rossii Group of Companies. - We also actively enter shopping centers: the share of stores in shopping centers over the past three years has grown from 10 to 30 percent of the total number of outlets. This format is especially promising in large cities, where the share of shopping centers in retail revenue can reach 50 or even 70 percent. "
The main goal of retrofitting stores is to make them more comfortable for customers. The design uses light colors and different lighting options, which visually expands the space. Island equipment is more often used, which makes it possible to organize a complex display of goods: shoes plus bags and accessories.
In 2014 Obuv Rossii plans to open 120 stores; in the first half of the year, about 50 new outlets have already been launched. Mostly these are Westfalika stores in the format for shopping centers.