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Investment highlights

Customer-focused innovative retail concept providing unique customer experience

The Company has a strong network footprint, so a growing number of customer can buy its products in stores.

Modern stores are located conveniently, most of sales points are situated in the small towns where professional retail is presented poorly.

The Company transforms stores into multi-category, general stores which offer a wide range of footwear, apparel, related products and everyday goods. The Group cooperates with suppliers using marketplace model and Prodayom online platform.

The Company develops a network of partner pickup points based on the retail chain, which is the part of the Group’s strategy of integration into logistic infrastructure of Russian e-commerce market.

The Company develops an omni-channel sales model: five Internet stores and mobile applications.

Innovative loyalty program unites a traditional cumulative-discount system and a wide set of additional and financial services.

Leading player in a fundamentally attractive market with low level of consolidation

According to forecasts of Discovery Research Group, Russian shoe market will grow in 2020–2024 on average by 3–5% in volume terms and by 6–8% in monetary terms.

According to data from DRG, TOP-10 biggest players have just 11.28% of the Russian shoe market in terms of value.  That is why it is a good time for expanding the chain and increasing the market share.

Obuv Rossii is one of the TOP-2 biggest shoe networks in Russia by store count (including franchising) and is a leader in the prospective mid-price segment*.

According to the results of 2019, Obuv Rossii’s share in the mid-price segment is 3.2% being more than two times bigger than the share of its closest competitor*.

*Data of Discovery Research Group according to results of 2019.

Integrated operating model enabling full control of the value chain

Obuv Rossii is a vertically integrated holding with all stages of product creation: from its development to its realization to the target customer.

Such model makes it possible to develop a good system for cost management reducing the period of new product launching.

The Company uses mainly rented premises for both warehouses and retail spaces, which allows for flexible and mobile business.

Distinctive portfolio of well-recognized and complementary brands with attractive multi-category assortment

Obuv Rossii develops four mono-brand networks: Westfalika, Rossita, Lisette, Emilia Estra, each of them having unique positioning and a broad customer group; and a multi-brand shoe supermarket, Peshekhod.

A multi-brand strategy development of several brands — allows the Company to cover a big group of customers and take a big share of the mass market sector.

The multi-brand strategy is a strategy of international shoe market leaders.

In addition to shoes, the Company develops a line of high-margin related products under own brands allowing the Company to increase its sales and the average ticket with the enhancement of customer loyalty.

Industry-leading operating performance delivered by cohesive management team

Dynamically growing financial metrics: CAGR sales revenue according to IFRS in 2012-2019 — 22.3 %, CAGR EBITDA in 2012-2019 — 31.4%.

Profitability index is high among the results of the leading international fashion retailers: EBITDA margin in 2019— 26.1%.

Key Company employees’ average experience in the industry is more than 15 years. It is one of the most professional teams on the shoe market allowing the Company to achieve high results exceeding average results in the sector.

Well-defined growth strategy

The long-term goal of the Company is to transform business into online: the main contact and sales point will become online store while offline stores will function as service points (pickup points and centers providing financial services).   

The next two years will be a transitional period when the Company will modernize its store format and develop online sales channels based on offline retail chain. All these measures will enable the Group to form the foundation for further transformation into online.


  • Modernization of store format, transition into general, multi-category stores.

  • Development of stores as multi-channel sales points: offline marketplaces for partner brands, partner pickup points, mini-warehouses and self-pickup points for Company’s own online stores, instore online sales using special terminals.
  • Online sales development: as an online store and as a marketplace; cooperation with third-party marketplaces.  

  • Transformation of financial services into online.

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