Out of 20 planned, in 2013 Ralf Ringer opened 18 of its own branded stores in Moscow and the regions. “We could have done more,” noted the commercial director of the company Igor Kamelkov, “but the launch of some of the shopping centers with which contracts were signed has been postponed until spring.
In general, sales growth over the year amounted to more than 20%: in 2013, the branded retail network sold 353 thousand pairs against 290 thousand pairs in 2012. In the second half of the year, the market dipped: the warm weather from Moscow to the Urals reduced sales of almost all operators, including discounters. Ralf Ringer managed to show positive dynamics due to high performance in the Spring-Summer 2013 season. Periodically, sales growth reached from 70 to 100% per week, compared with the same period last year.
Sales of women's shoes doubled over the year, and its share in the total assortment increased from 20% to 32%. In the new Spring-Summer 2014 season, Ralf Ringer plans to launch an advertising campaign in support of the women's assortment, which is steadily expanding and showing good dynamics from year to year.
“If we talk about the strategy, we are still aiming to open branded retail stores only in iconic class A shopping centers in large cities of Russia,” says Igor Kamelkov. In addition, in the coming years the company is going to develop the outlet format, which has proven its worth. At the moment, two stores are open: in Outlet Village Belaya Dacha and FASHION HOUSE, where RALF RINGER is consistently among the ten leaders in weekly sales among leading brands, including world ones.
The plans for 2014 are to open at least 25 stores in Moscow and major cities of the Russian Federation. First of all, the presence of a company in a particular city is associated with the development of retail real estate in the region. “We periodically receive interesting offers from shopping centers from cities where we did not plan to be present,” said Igor Kamelkov. “For example, next year we will open in the Mega shopping center in Krasnodar.”
Recall that Ralf Ringer is a Russian manufacturer of men's and women's shoes. Since the company was founded in 1996, production has grown 45 times: from 30 thousand pairs in the 1996 season to 1 million 500 thousand pairs in 2013.
Ralf Ringer shoes are produced in 3 own factories (in Moscow, Vladimir and Zaraysk). The distribution network has more than 1700 outlets, including more than 100 stores of its own branded retail. Ralf Ringer is one of the three most recognized shoe brands in Russia.