But to adapt the standards of Europe to our Russian conditions turned out to be somewhat more complicated than, for example, to come up with some kind of format and use a franchise as a springboard. This is especially true if the reinforced concrete production is launched. He spoke in 2009.: that their task is to win their place in Top of the Mind. Now the key task of Mikhail and his partner and. Zaonza is the reverse task, so that the buyers are stubbornly forgot about Kika. “Home Interior” has become an exclusive franchisee from the Austrian Leiner Group in the Russian Federation. It is part of the 5 largest European sales networks. The home interior “nevertheless managed to achieve several soft conditions in the contract, in particular, he could independently form his assortment and this is at the expense of local suppliers and, and had no obligation to buy a fixed volume of goods, as the head from the development department from Deloshop from. Nekuchaev. And this all destroyed the alliance. And colliding in 2009. With some fall of the furniture market, approximately 26% and still weakening of the exchange rate of our ruble to the euro, this kuchment began to more actively purchase cheap products from domestic suppliers. And their share in the assortment has grown to 70%. And with European companies he began to work almost directly and managed to save up to almost 10% only on purchase prices.
According to the results: if initially the deliveries were through Leiner Group and they occupied at the revolutions of the “home interior”, about 70%, then by the summer of 2011. decreased to completely 5%.And in the retail segment of royalties it is from 3 to 7% revenue, it is expensive for an almost unknown brand in Russia, they decided in the “home interior”. In July 2011. the parties are terminally terminated by the contract. And as he assures, the companies simply “dispersed very friendly”.
Leiner Group completely refused comments. And on the development and promotion of a new brand, called HOFF “Home Interior” has already spent about 20 million. rub. And this is not the only example at all that having received technologies and also access to suppliers, Russian companies abandon the western franchise completely. For example, a couple of years ago, the owner from FD Lab A. Lopatin was negotiating with a specific British network in Hamley toys stores. And then he simply lured the top manager of the company to him, and he opened a store in Moscow under the guise of “Fairy Tale”.
Then, however, this “fairy tale” still closed. But HOFF’s business is going completely good. In 2010. Home interior revenue amounted to 2.4 billion. rub., but in 2011 already 3.8 billion. rub. These sales excluding new stores have grown by 15-20.
