Since July Obuv Rossii Group of Companies has been launching a new footwear network, Emilia Estra. It targets young women between the ages of 25 and 30. The assortment of stores will consist only of women's fashionable and ultra-fashionable designer shoes made of genuine leather, as well as accessories.
“The launch of another retail network is the implementation of the multi-format retail strategy. The development of several brands and formats will allow us to provide maximum coverage of the mid-price segment in different niches. - the director of the Obuv Rossii Group of Companies Anton Titov said. - The mid-price segment is the most promising in terms of the development of retail chains, its share is constantly growing and at the end of 2013 it is 39% of the Russian footwear market, or $ 12,29 billion. The segment is poorly consolidated: the top 8 largest players account for no more than 6% of the segment. "
Emilia Estra will operate in the mid-price segment, the plan for the turnover of Emilia Estra for 2015 is 1–1,3 billion rubles. Investments in opening one store, taking into account the inventory, amount to 14-15 million rubles.
By the end of this year, Obuv Rossii plans to launch 20 new stores in cities such as Omsk, Vladivostok, Ulan-Ude, Krasnoyarsk, Novosibirsk, Kemerovo, Abakan, Tyumen. Next year the chain will grow by 50 more outlets. Thanks to the launch of a new chain in 2014, Obuv Rossii will receive an increase in revenue of RUB 300-350 million.