Obuv Rossii Has Sevenfold Increase in Cardigans and Jumpers Range


Novosibirsk, 01 February 2018: Obuv Rossii Group (MOEX: OBUV/ hereinafter the "Company" or, together with its subsidiary and dependent companies, "Obuv Rossii" or the "Group"), one of the two largest footwear retailers in Russia and the leader in the mid-price segment of the Russian footwear market[1], comprising 539 stores in 151 cities of Russia and two production facilities, broadens the range of cardigans, jumpers and polo necks in the "Spring-Summer 2018" season. The collection has about 700 SKU[2], which is 7 times higher than it was in the spring-summer season of 2017. The new line is already in the stores.

"We've made a decision to broaden the collection and to increase the purchases of the cardigans and jumpers on the basis of last season sales indicators. In 2017 we tested the new assortment: over 150 SKU of such clothes were included in the autumn-winter collection, and in just three months the goods were totally sold out," Olga Danilova, Head of Related Goods of Obuv Rossii Group, comments. "This commodity group showed very good results, the new range of goods was popular with the customers. We plan to increase the sales in this area in 2018." 

The assortment diversification is one of the important components of the Company’s business strategy. Now the stores of the company have more than 5,000 SKU of related goods under private labels, those are clothes, bags, leather haberdashery, footwear care products, hosiery, foot care products, etc. Such product portfolio policy allows the company to increase revenue and profit, the average ticket size, and the loyalty of the customers. In 7 years, the related goods’ share in the sales revenue grew from 4% in 2010 to 31% in 2017. Last year the related goods’ cumulative sales (including clothes) increased by 7% in all chains of the Group.


[1] In terms of the number of stores and revenue for the six months of 2017, according to Discovery Research Group

[2] SKU — a stock keeping unit, a commodity item identifier (article), used in sales to monitor the statistics of the sold goods/services.

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