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IIn June, Like-For-Like Sales Of Cosmetics In Obuv Rossii Stores Increased By 2.3 Times
In June 2020, in the stores of Obuv Rossii Group, the indicator of like-for-like sales of cosmetics increased by 135%. In the first half of 2020, the retailer attracted new suppliers in this category, including Belarusian companies, and also expanded the range of cosmetics by more than 6 times, which resulted in a significant increase in sales. Assortment diversification is part of the retailer’s program of transforming the store’s format and developing the marketplace and Prodayom selling platform, which was launched at the end of 2019.
«Over 500 companies that represent different product categories are currently cooperating with Prodayom selling platform, among them are more than 25 brands of cosmetics,» comments Olga Danilova, Head of the Related Products’ Department, Obuv Rossii Group. «It is important to note that not only Russian manufacturers have expressed an interest in cooperating with us, but also Belarusian companies, whose products are popular with our clients».
The company has been developing the line of cosmetics since 2011, when foot care products under its own brand Westfalika Medical began to be sold in Obuv Rossii stores. At the first stage, these were creams with different effects and for different purposes. In the future, the range was expanded to include body and face care products, as well as accessories. If at the end of 2019 the line of cosmetics numbered 70-80 positions, then for six months of 2020 it has increased significantly due to products under other brands and today includes 500 positions.
«At the same time, in addition to cosmetics, make-up products appeared in our stores — these are lip glosses, lipsticks, eyeshadows and blushes, mascaras and eyeliners, nail polishes, as well as perfumes — both for women and for men,» adds Olga Danilova.
Obuv Rossii expands its assortment and increases the share of Russian suppliers. For 6 months of this year, new product categories such as small household appliances, household goods, toys, books, tableware, bicycles, etc. appeared in Group’s retail outlets and online store.
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