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Сompany today

Obuv Rossii Group is a nationwide fashion retail company established in 2003 with head office in Novosibirsk. In 2017, Obuv Rossii raised RUB 5.9 bln in an IPO on the Moscow Exchange and became the first publicly listed company on the Russian fashion retail market

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Obuv Rossii in a nutshell

As of 30.06.2020

859 stores
throughout Russia

RUB 13.7 bln revenue in 2019

57,9 ths.metres
total DOS selling space

Key business areas of the Group include

Retail sale of footwear and related products.

Omnichannel sales and e-commerce.

Financial Services.

Production of footwear.


Business transformation: marketplace, platform, integration into e-commerce market

Prodayom platform

At the end of 2019 the Group announced the change of business model, the Company started to work with suppliers using marketplace model and provided up to 50% of its shopping floor space for partner brand products. To cooperate with suppliers, the Group started the Prodayom online platform which enables to monitor goods flow and manage inventory.  The Company intends to increase the assortment by at least two times, the new model allows to grow the revenues of the existing stores by 30% in the next two years and the conversion rate by 1.5 times.

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The store format is changing as well; Company’s retail outlets are developing as omni-channel marketplaces (integrating several lines within one concept). They are general, multi-category stores which offer a wide range of footwear, apparel, accessories, related products and everyday goods.

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Online sales

The development of online sales is one of the top-priority directions for the near future. Obuv Rossii develops its own online stores as well as cooperates with marketplaces such as Wildberries, Ozon and Aliexpress. In April 2020 the Company started cooperation with Beru marketplace (joint venture of Yandex and Sberbank). The main online sales platform of the Group westfalika.ru operates as online store and as marketplace which sells the goods not presented in the Company’s directly operated stores or presented in the limited line. In 2019 the share of online sales in retail proceeds reached 14.8%. 

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Partner Pickup Points project

Since 2018, Obuv Rossii has been implementing the strategy of integration into logistic infrastructure of the Russian e-commerce market. Within the framework of this strategy the Company has been launching partner pickup points (PUP) in Group’s stores. By the end of the first quarter 2020 the Company had 8 partners which are logistic operators PickPoint, DPD, Pochta Rossii (Russian Post), Boxberry, Hermes, PEK, Sberlogistika and OZON online retailer; more than 2000 PUP operated in Company’s stores. In 2019, the Company delivered more than 400 ths. parcels, the plan for 2020 is more than 1.5 mln. 

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Our brands

The company incorporates five shoe retail chains, the main is Westfalika, casual footwear brands All.go and S-TEP as well as outdoor retail brand Snow Guard. In September 2014, Rossita and Lisette brands became part of the Obuv Rossii Group. Thus, one of the leaders of the footwear market in the Urals and Siberia regions — Rossita company —joined Obuv Rossii.

An innovation loyalty program Arifmetika (Eng. — Arithmetic) operates in Group’s stores, it combines traditional cumulative discount system and a number of additional services such as installment payments, cash loans, cash payments, etc. In 2019, the number of Arifmetika loyalty cards holders increased by 14% and exceeded 2.5 mln. Arifmetika is an ecosystem that forms comfortable environment for interaction of customers and company’s brands.  

Obuv Rossii develops its own manufacturing of footwear and components. Currently, the Company’s production facilities are located across two manufacturing sites in the Novosibirsk Region. Obuv Rossii manufactures shoes utilizing all main types of sole construction techniques including adhesive, direct and combined construction methods. All stages of production are fully automated, using high-quality equipment by some of the leading international manufacturers such as DESMA, Newlast, Orisol etc. Obuv Rossii manufactures footwear under its own brands S-TEP, all.go, Pioneer of Arctic Travel and sales it through its own retail chains as well as cooperates with wholesale clients, deals with corporate segment producing and delivering special purpose footwear.  

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To ensure sustainable business development, Obuv Rossii uses various financial instruments including bank loans, a bond financing program and equity capital. The Company has three bond issues circulating on the Moscow Exchange with a total volume of RUB 3.5 bln. In December 2019, RAEX (Expert РА) confirmed the creditworthiness rating of Obuv Rossii Group at ruBBB+ level, a «stable» forecast.

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