Russian-Italian company Mario Molinaro has opened a shoe factory in St. Petersburg and is trying to cross serial production with an individual design.
Italian designer Mario Molinaro had a non-standard idea for the shoe market - to create just one shoe model for the season (shoes in summer, boots in autumn and spring, boots in winter), but to produce a model in different colors and with several embroidery options. The St. Petersburg resident Nikolai Kuznetsov and his partners had 400 thousand euros and a desire to organize shoe production according to Italian standards.
At the beginning of 2011, businessmen united. Construction of a factory with an area of 1,2 thousand sq. m, employing 40 people, took six months and ended in June. “We haven't built shoe factories in Russia from scratch since the early 1990s, most prefer to make shoes in China,” says Artem Veselkov, managing director of Mario Molinaro. The key problem is the lack of components. For example, in Russia, the production of pads was preserved in only two cities: in Rostov-on-Don and St. Petersburg. Mario Molinaro buys suede abroad.
According to the CEO of Ralf Ringer Andrei Berezhny, 10 thousand euros for the creation of one job is a very small amount. When he modernized production in Zaraysk, he spent about 14 thousand euros on organizing a workplace.
Shoes cost 3,5-5 thousand rubles. for a couple. A pair of boots will cost 1 thousand rubles. expensive. You can order shoes with individual embroidery made according to the client's sketches. In this case, the price for a pair will be already 9 thousand rubles. Mario Molinaro is also ready to produce shoes in small batches with company logos and rely on the corporate sector. The company is negotiating with Alfa-Bank, Aeroflot and chain restaurants.
Now Mario Molinaro sells its products only through the online store. “We are not yet ready for the fall and winter collections, so online sales play the role of marketing research. We look at what people buy, what questions they ask consultants, ”says Veselkov. The company plans to open retail stores in Moscow and St. Petersburg next summer. The estimated payback of the entire project is three to four years.
Andrei Berezhnoy believes that the idea may well work, as unusual shoes have their own buyer, although not numerous. Perhaps that is why Mario Molinaro did not disclose its production capacity in units of production. About this writes the magazine "Secret of the company."