Obuv Rossii is launching a new Westfalika store format adapted for shopping centers. The assortment will distinguish them from the street format: 20% of the collection will be more expensive fashionable footwear; display of goods and trade equipment: instead of economy panels - modern trade equipment using 3D varnish. The first stores of the new format will start opening in August 2012, and by the end of the year 10 outlets will open in the cities of Krasnoyarsk, Novosibirsk, Tyumen, St. Petersburg. In total, by the end of 2012, the company will invest 80 million rubles in the development of the "shopping centers" direction.
According to the forecasts of the marketing department of the Obuv Rossii company, in the next 5-7 years retail revenue will be redistributed between street format and shopping centers in a 50/50 ratio. This has already happened in Moscow and St. Petersburg, and this trend is spreading across the regions. Shopping centers are increasing in popularity and gradually pulling off 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, taking into account the inventory. The new format of Westfalika stores will allow Obuv Rossii to attract a younger and more solvent audience visiting shopping centers to the stores. In the next 5-7 years Obuv Rossii will open such stores throughout the country. The share of shopping centers in the company's retail revenue will be increased to 50% (currently 15-20%).