Kitchens are being stocked – Newspaper Kommersant No. 189 (7390) dated 10/12/2022
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The shortage of modern stores with kitchen utensils against the backdrop of the departure of Western chains encourages new players to develop this segment. Chef and TV presenter Konstantin Ivlev decided to launch the Ivlev Chef Home BY Kitchen brand, under which the first store in Moscow has already opened. But entering the regional markets that the new network plans to develop may be accompanied by certain difficulties, experts warn. To do this, it is necessary to build effective logistics, which is difficult for newcomers to retail.
The launch of the Ivlev Chef Home BY Kitchen retail chain, a joint project of chef and TV presenter Konstantin Ivlev and the manufacturer of utensils and home textiles BY, was announced to Kommersant by a representative of the company. The first mono-brand store with an area of 200 sq. m was opened on the site of the former Zara Men outlet in the Moscow Afimall shopping center.
The brand plans to open two more retail outlets in Moscow by the end of this year. Its creators are also considering business development in the regions. The representative of the project notes that the brand’s products are also available on marketplaces.
There is a shortage of high-quality and modern home goods stores in the Russian market, and the assortment in existing retail chains is often aimed at textiles and home clothes, rather than dishes, says Evgenia Khakberdieva, regional director of the NF retail real estate department. Of the retailers focused on the sale of kitchen utensils, the Kuchenland chain is actively developing today, which opened five stores in regional shopping centers in August-September. Also in Afimoll, instead of Stradivarius, a chain store of kitchen utensils Williams Et Oliver appeared, and the German brand of utensils Gipfel began to open Gipfel home format stores more actively, Ms. Hakberdieva explains.
Interest in the development of the household goods segment, including kitchen utensils, is also growing on the part of fashion retailers. How informed previously Kommersant, for example, the Russian brand Lime and Stockmann have plans to enter this market in 2023.
Mikhail Burmistrov, CEO of Infoline-Analytics, believes that the accelerated development of online sales may become an obstacle to scaling the project in the regions. According to the expert, investments in the opening of one retail outlet will amount to at least 10 million rubles. At the same time, the launch of several flagship stores in large metropolitan shopping centers can provide additional traffic for the brand in online channels, Mikhail Burmistrov believes.
According to Nadezhda Tsvetkova, Director and Head of CORE.XP retail space leasing, the speed of regional development will also depend on the ability to build efficient logistics, especially in the cities of Siberia and the Far East. The pricing policy of the brand will also become an important factor, as residents of the regions are more sensitive to high prices, the expert says. The average check in the Ivlev Chef Home BY Kitchen store, according to the estimates of the project representative, will be about 5 thousand rubles.
Traditionally, when expanding regionally, brands focus on million-plus cities such as Kazan, Yekaterinburg, Krasnoyarsk, Krasnodar, Ms. Tsvetkova notes. According to Mikhail Burmistrov, launching a franchise could be an effective strategy for development in the regions.
Demand for basic products for the kitchen and home remains, but today the buyer wants to get high quality products at a cheaper price, says Evgenia Khakberdieva. At the same time, according to the expert, the development of the segment is hindered by sanctions pressure. Manufacturers and retailers have to revise the assortment and logical chains, look for alternative suppliers in order to prevent a rise in prices for goods.
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