Russia's major shoe retailer, Obuv Rossii, opened 51 directly-operated stores (DOS) and 20 partner stores under the Lisette and S-TEP banners in the third quarter of 2018. In total, 36 percent of all DOS were launched in Central Russia, another 34 percent in Siberia, 29 percent in the Urals and 2 percent in the Far East.
The company has started opening DOS in smaller towns with a population between 50,000 and 100,000, mainly in the European part of Russia, while developing its franchise program in distant regions in the Urals and Siberia and other parts of the country where the retailer is not present yet.
Obuv Rossii had planned to add 100 new doors to its directly-operated network for all of 2018, but managed to fulfill the expansion program ahead of the schedule, so now the company plans to add an additional 50 doors in the fourth quarter of 2018. It also wants to develop additional services and omni-channel capabilities.
Obuv Rossii is opening new outlets primarily under its flagship brand, Westfalika. In total, 98 new directly operated stores were added to that chain in the third quarter, plus eight stores launched under the Peshekhod banner, seven as Lisette, six as Rossita and three as Emilia Estra.
Anton Titov, general director of Obuv Rossii, commented that changes in consumer preferences, with a shift to branded footwear made of genuine leather and a broad choice of locations in Russia, should support the company's expansion plans.