Obuv Rossii launches a new format of Westfalika stores adapted for shopping centers. The assortment will distinguish them from the street format: 20% of the collection will be more expensive fashionable shoes; display of goods and trade equipment: instead of economy panels, modern trade equipment using 3D varnish. The first stores of the new format will begin to open from August 2012 of the year, and by the end of the year, 10 outlets in the cities - Krasnoyarsk, Novosibirsk, Tyumen, St. Petersburg will be operational. By the end of the 2012 year, the company will invest 80 million rubles in the development of the "shopping centers" direction.
According to the forecasts of the marketing department of Obuv Rossii, in the next 5-7 years, retail revenue will be redistributed between the street format and shopping centers in the ratio of 50 / 50. In Moscow and St. Petersburg, this has already happened, and this trend covers the regions. Shopping centers are increasing their popularity and are gradually pulling the consumer flow.
The area of new Westfalika stores for shopping centers is 100-120 sq.m. Investments in the opening of one store will amount to 7-8 million rubles, including inventory. A new format of Westfalika stores will allow Shoe of Russia to attract a younger and more solvent audience visiting shopping centers. In the next 5-7 years, Shoes of Russia will open such stores throughout the country. The share of shopping centers in the company's retail sales will be brought up to 50% (now - 15-20%).