Unicel optimizes its retail network
29.12.2020 1965

Unicel optimizes its retail network

The Russian footwear manufacturer Unichel records a decline in sales over the year and continues to optimize its retail network by closing low-margin stores and opening new retail outlets in more profitable locations. 

Last year, the company closed 40 stores and opened about 30 in new locations. According to the general director of the shoe company "Unicel" Vladimir Denisenko, the company plans to close 12 outlets for the next 15 months and open at least 20-25 outlets. “We cannot run underperforming stores because we keep a small margin to keep the price acceptable to customers. Due to this, as well as the high quality of natural leather, we maintain our position and remain the best in Russia in terms of this indicator, ”he says. 

A month and a half of downtime, both in production and in trade, caused by the isolation regime, affected all indicators of the Russian shoe company Unicel. Production ends the period with a lag of 82-83% compared to the previous year. The sales volume amounted to 88-89% of the previous year. The income received from the sale of products is fixed at 97%. “This result was achieved by selling the leftovers and maintaining affordable prices,” notes Denisenko. - People's income and purchasing power have fallen. The consumer needed low prices and as a result he voted for us with a ruble. At the same time, due to the fact that most of the brand stores develop in the street retail format, their position turned out to be more advantageous in the context of pandemic restrictions than that of shoe chains represented in shopping centers - traffic has not recovered there so far. 

In the crisis year 2020, the company was also engaged in updating its own production resources. Unicel purchased new high-tech equipment for 130 million rubles. Including software for computer modeling of shoes in 3D format, machines for automatic cutting, without the manufacture of cutters, leather, textile and synthetic materials, as well as several sewing and blanking machines that will assemble the most complex, labor-intensive models.

The Russian footwear manufacturer Unicel records a decline in sales over the year and continues to optimize its retail network by closing low-margin stores and opening new retail ...
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