Metropolitan Caprice

On June 14 in Moscow, the German Caprice shoe store opened, the first and so far the only one in the capital. It was located in the building of house number 23 on Lomonosovsky Prospekt between the clothing store “KhTs” and the jewelry salon and occupied the premises with a trading area of ​​50 sq.m. The place was chosen due to the high traffic and uniqueness of the products: so far, shoes of the “above average” segment have not been sold in this area.

The owner of the store is Anatoly Levshin, who once stood at the origins of the KS shoe chain and opened a number of German shoe stores in Moscow. Caprice was chosen by him as a brand with a well-known name and excellent quality, while under the brand name Rieker, Marc O'Polo, Enex, Alpina, Paar, Gant, Tom Tailor shoes are also sold. However, according to the agreement with the Caprice Vostok company, which is the exclusive distributor of Caprice in Russia, the shoes of the German brand in the store of the same name account for at least 50% of the assortment. The first Caprice store in the capital meets other wishes of the distributor: the interior is made in the corporate style and in white and blue colors, illustrating the concept of “Walking on air”, using MDM equipment and observing other elements of the concept. The store was prepared for work in record time - in 1 month - and a huge number of customers gathered for the opening, who were given a 20% discount on the occasion of the celebration. As it became known to the Shoes Report magazine, on the first day of the store's operation, four times more pairs were sold than on average per day can be sold in a shoe store of this segment, and a comparable level of sales remained for several days after opening.

In the near future, Anatoly Levshin and the Caprice Vostok company are planning to develop the Caprice retail chain in Moscow, which consists of seven stores with a regular collection and one discount store. The next two Caprice shoe stores are expected to open before September, and at this rate, the entire chain could take less than a year to develop.

Photo: Sergey Afanasyev