Salamander continues to open stores in a new format and develops a new range
The fourth German store Salamander shoe brand in the updated retail format, it earned in December 2018 of the year in Rostov-on-Don in the Mega shopping center. This is the brand’s first own store that was opened in Russia in a new retail concept that the company launched in Russia in the spring of 2018.
Three other stores with a new design were opened in 2018 by the franchising partners of the brand.
As noted by the sales director of Salamander in Russia Valery Sidorenkov, a change in the design of retail entailed a change in the assortment offer. In the new format, the brand introduced a wider range, which includes the traditional “classic” from Salamander and more trending models. In addition, the accessory line has expanded, which includes bags, gloves, gloves, wallets, scarves and hats.
If until now accessories accounted for about 5-7% of the total retail purchases of Salamander, with the expansion of the assortment of this category, the companies expect to increase the share of purchases of accessories to 10-15%.
Salamander will continue to open stores in a new format and change the assortment offer this year.
“2019 – 2020 years will be the period when our assortment offer will undergo significant changes and will have to prove its relevance,” says Valery Sidorenkov. “As soon as the first test stores show that the new assortment in a new format meets the current requirements of the market, our development will become more aggressive: we will not only return to the opening of new stores, but will actively change the concept of existing ones.”
Currently, the Salamander retail chain in Russia comprises 58 stores that are open in major cities of the country.
Shoe brand Salamander founded in 1885 in Germany and today is one of the three most recognizable brands. In Russia, the brand has been known since the 60 of the twentieth century.
The fourth store of the German Salamander shoe brand in an updated retail format was launched in December 2018 of the year in Rostov-on-Don in the Mega shopping center. This is the brand’s first own store, ...
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