Ralf Ringer abandoned the development of the Piranha brand
Two years after the launch of the Piranha shoe brand as a separate brand, the Russian shoe manufacturer Ralf Ringer decided to abandon its promotion. According to Ralf Ringer CEO Andrei Berezhnoy, the crisis forced the company to concentrate on developing one brand of shoes - Ralf Ringer.
The Piranha shoe line appeared in the Ralf Ringer assortment back in the 2006 year, the company singled out Piranha shoes as more fashionable, vibrant, different from Ralf Ringer - “a conservative shoe brand embodying all traditional masculine values”.
In 2016, Ralf Ringer decided to bring the lineup to a separate brand. The presentation of Piranha shoes, in particular, was held at the exhibition Euro Shoes Premiere Collection in 2017 year. Piranha was positioned in the mid-price segment, most of the collection was presented by men's sports-style shoes. The company's plans were not just the development of the Piranha brand, but also the opening of branded stores under this brand, which was supposed to appear in the second half of 2017 of the year.
However, as Ralf Ringer CEO Andrei Berezhnoy noted in a recent interview with Shoes Report, the crisis forced the company to abandon the idea of promoting two brands at once. “We decided that we shouldn’t play with two brands, but rather concentrate on one - Ralf Ringer,” he says.
The company is currently rebranding its retail network, Ralf Ringer. The first updated store appeared in March 2017 of the year in the Moscow outlet “Belaya Dacha”.
Ralf ringer - A Russian manufacturer of men's and women's shoes, which is produced in three own factories - in Moscow, Vladimir and Zaraysk. The Ralf Ringer chain has more than 1700 outlets, including about 150 own retail stores and 30 franchised stores.
A full interview with Ralf Ringer CEO Andrei Berezhny can be found in the magazine Shoes Report No.159, 2018.
Two years after the launch of the Piranha shoe brand as a separate brand, the Russian shoe manufacturer Ralf Ringer decided to abandon its promotion. According to CEO Ralf Ringer ...
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