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Agenda
We will talk about:
ü Key facts
ü Distribution channels
ü Biggest retail outlets
Key facts
ü There are about 20,000 retail shops in
Poland
ü They are served by hundred wholesalers
ü Retail is very fragmented (thousands of
small family owned shops)
ü No market statistics
ü No organisation to oversee the
distribution
Distribution channels
ü Wholesalers
ü Hypermarkets and bazaars
ü Shoes retail nets
ü Boutiques
ü Other shops
ü Internet sale
Wholesalers
characteristics:
ü Mostly local/regional
ü Wholesale and retail together
ü Very fragmented
ü Slowly disappears – too expensive
ü Wholesale - 10% of the turnovers
Hypermarkets and bazaars
Shoes in hypermarkets:
ü Cheap
ü Low quality
ü Non-leather
ü Made in China
Shoes retail nets
ü Consolidated shops - a few shops in the
region/ city, recognizable brand
ü Nets of retail outlets –
üthroughout Poland,
üeasy to spot and distinguish,
üwell equipped, individual concepts
üwider range of products
Shoes retail outlets
ü Specialisation, concept for business
ü Quite wide assortment-different models
ü Stick to trends
ü Middle to high prices
ü Mostly leather shoes (artificial leather – only
in biggest<lower prices>)
Brand Boutiques
ü Known brands , usually foreign
ü Higher pricing
ü In line with latest trends
ü Well locations
ü Interesting furnishing
ü Attention to client service
ü Better off clients
Other shops
ü Individual shops - sell shoes and shoes
accessories, also other wares
ü Shops with clothes, that sell also shoes
ü Individual shops - mostly family owned, no special
concept for business, no brand, local
manufacturers, poorer quality
Internet sales
ü Becomes very popular
ü more expensive brands
ü Mostly for sportive shoes
ü Allows for cheaper prices
ü Internet auctions
E.g.
www.allegro.pl
www.alebuty.pl
www.swistak.pl
Biggest retail outlets
Ø CCC
Ø DEICHMANN
Ø ZEBRA
Ø PRIMA MODA
Ø APIA
Ø KAZAR
Ø NICO POLSKA
Ø SALAMANDER
Ø LESTA SHOES
Ø PRIMA STRADA
CCC
CCC Factory LTD – production of woman shoes
CCC PLC – sales (wholesale and retail)
•
Financial outcomes in 2004:
278 m PLN - turnover
30 m PLN – income from sales
17 m PLN – net income
•
228 shops throughout Poland
•
2,500 models every year
•
5.5% of the sales market
•
40 own brands – most known: Lasocki
CCC
ü Quite wide assortment
ü Middle prices 70-250 PLN
ü Mostly leather shoes but also made of
artificial leather (lower prices)
ü In offer also: shoe accessories
DEICHMANN
• established in Poland in 1996
• financial outcomes in 2004:
205 m PLN - turnover
7.6 m PLN – income from sales
5.2 m PLN – net income
• employment 900 people
• 67 outlets – mostly in big shopping centres
• specialise in low-priced shoes (but of quite good
quality)
• Brands: Graceland, Janet D., Borelli, Ariane
ZEBRA
•
established in 1995
•
financial outcomes in 2003:
41 m PLN - turnover
5 m PLN – income from sales
4 m PLN – net income
•
12 shops throughout Poland
•
middle and higher pricing
•
Top polish brands but also foreign shoes
•
Mostly: ECCO, RIEKER, AZALEIA, GALIZIO
TORRESI, PIKOLINIOS
PRIMA MODA
ü 13 shops throughout Poland
ü Focus on Italian shoes
ü Higher pricing but excellent quality
ü Demanding clients
APIA
ü 9 shops throughout Poland
ü Mostly foreign shoes: Ernesto Polani, Jo Ghost,
Aldo Brue, Gallorini, Alberto Zago, Dibrera, Neri,
Teodori, Nando Muzi, Les Tropeziennes
ü Has also own brand (manufactured in Italy)
ü Higher pricing (above 300 PLN) HEGO'S
KAZAR
ü Kazar Footwear Ltd. - importer
ü 11 shops throughout Poland in 7 cities
ü own brand
ü High priced, high quality
ü According to latest trends
NICO POLSKA
• established in Poland in 1999
• financial outcomes in 2004:
37 m PLN - turnover
- 51k PLN – lose on sales
150k PLN – net income
• 7 outlets in Poland
• most expensive foreign brands, also own: Brian
Brooks or Main&Land
• additionally sales clothes, perfumes, sunglasses
and accessories
SALAMANDER POLSKA
• established in Poland in 1991
• 50 employees
• 9 outlets in Poland in 4 cities
• Salamander and Lurchi – own brands
• Fashionable, trendy leather shoes
• Higher pricing
LESTA SHOES
ü 6 outlets in Poland
ü Owned by shoes producer
ü Mostly Polish, middle priced brands
ü Large outlet areas (100 - 250 sqm.)
ü Sells: own LESTA brand, but also: Adalbert,
Caprice, Conhpol, Kaba㭸a, Juma, Romano
Mazzante, Ry㭸ko, Solo Femme, Tamaris
PRIMA STRADA
ü Established in 1982
ü Employment: 20
ü 5 outlets in south areas of Poland
ü Mostly Polish brands, middle priced
ü Group consist of: shoes manufacturer, retailer and
trader
Further information
ü PIPS – Polish Chamber of Leather Industry)
ü CLPO – Main Laboratory of the Shoe Industry
ü GARANT OBUWIE + MODA – association of the
shoes buyers and distributors
ü ĝwiat Butów – shoe industry magazine
ü Przegląd Skórzany – leather industry magazine
Where do the foreign brands
come from:
ü Germany
ü Italy
ü Spain
ü Canada
ü Denmark
ü Switzerland
ü Brazil
Strategy
ü OWN SUBSIDIARY – SCHOLL, DEICHMANN
ü OWN OUTLETS - VENEZIA
ü POLISH IMPORTER – AZALEIA, GABOR
ü PRESENCE IN SHOPS - VIC MATIE, NAZZARENO
RIPA
Brands
ü DEICHMANN
ü PIKOLINOS
ü BATA
ü GEOX
ü GABOR, CAMEL
ACTIVE
ü HÖGL
ü NICO
ü VENEZIA
ü ECCO
ü KAZAR
ü AZALEIA
ü RIEKER
ü VAGABOND
ü MARTENS, SCHOLL
ü VIC MATIE,
NAZZARENO RIPA,
ROMANO MAZAANTE,
HEGO’s,
CLARKS
DEICHMANN -OBUWIE
worldwide: 90 m pairs sold, 12 countries
HQ: Germany
Poland:
• Limited company in Poland since 1996
• employment 900 people
• sells via 67 own outlets – mostly in shopping
centres
• Sells own brands and others
• specialise in low- and middle- priced shoes
• Associated with lower prices and lower quality
BATA Poland
worlwide: 150 m pairs produced, 4700 own retails
outlets, 1m clients per day
HQ in Canada
Poland:
ØLimited company seated in Warsaw
Ø In 1920’ – factory in Poland
Ø Sells via 15 own shops – 2 City Stores, 12
Superstores and 1 outlet
Ø Best localisations / shopping malls
Ø Pays attention to client service and advisory
GABOR, CAMEL ACTIVE
worlwide: HQ Germany
Gabor: 25k pairs produced daily, 6k outlets (half in DE)
Poland:
Ø 6 years in Poland
Ø Polish importer: Exclusiv Sp z o.o.
Ø 3 own retail outlets in bigger cities (3 further to be
opened soon)
Ø Sells via BATA outlets – distribution contract
Ø fashionable, comfy shoes, Camel - casual style
Ø Very good quality, higher pricing
NICO POLSKA
Worldwide: 600 employees, 26 shops (clothes and
shoes), 10 m customers yearly
HQ: Italy
Poland:
• Limited company established in 1999
• 7 outlets
• most expensive Italian brands, own: Brian Brooks
or Main&Land, Blue Enemy
• additionally sells clothes, perfumes, sunglasses and
accessories; offers sewing services
VENEZIA
ü Trade office in Warsaw
ü 18 own retail outlets
ü Assortment of Italian shoes: Calle, Rialto, Carlo
Ranieri, Venezia
ü higher prices, very good quality
ü Venezia brand is very well recognised
ECCO SHOES POLAND
ü Worldwide: 12.5 m pair produced yearly, 9 k
employees, 5 production sites
ü HQ in Denmark
ü Poland:
ü ESP - Limited company established in 2002
ü 2004 ECCO CEE – distribution in PL
ü 2005 ECCO Europe East & Middle East – PL, CZ, SK
ü 8 own retail outlets
ü ( used to have own stands in shoe shops before)
KAZAR
ü Kazar Footwear Ltd. - importer
ü 11 shops throughout Poland in 7 cities
ü own brand
ü High priced, high quality
ü According to latest trends
AZALEIA
worldwide: 45m pairs produced yearly, 30,000 shops,
production in Brasil, present in 70 countries
HQ Brasil
Poland:
•
Polish importer: Dunhan Sp z o.o.
•
present via 260 retail shops throughout Poland
•
cooperates with ZEBRA
•
considered as middle priced, popular
•
widely promoted – covers a part of marketing
costs
RIEKER POLSKA
ü Limited company
ü Cooperates with ZEBRA
ü higher prices, very good quality
ü Comfy shoes, casual style
PIKOLINOS
ü HQ in Spain, present in 45 countries, 1500
employees
ü No representative office
ü Sells in many Polish cities (also in smaller) via
regional retail shops
ü Cooperates with Duhan and ZEBRA retail net
ü Internet sales (alebuty.pl)
ü Comfy shoes, higher pricing
GEOX
Worldwide: 322 single-brand Geox Shop stores and
about 9.000 independent multi-brand points of
sale, 60% sales realised internationally
HQ in Italy
Poland:
ü Represented by GINO ROSSI
ü Sold in 13 Gino Rossi retail outlets
ü Trendy ‘lifestyle-casual’ style
ü Higher pricing
HÖGL
Worldwide: turnovers 55 m Euro, 1000 employees,
Production: 1.5 m. pairs produced yearly,
(7k daily in Hungary, 1k in Austria)
HQ in Austria – Group: Lorenz AG
Poland:
ü No own office
ü Sells via regional retail outlets
ü Cooperate with Salamander and APIA retail nets
VAGABOND
Worldwide: 30 countries, 1.3 m pairs produced
HQ in Sweden
Poland:
ü No representative office
ü ALTEX – importer and distributor
ü Sells via retail nets: PRIMASTRADA, regional
OLIVIER, RICCARDO
ü Internet sales (alebuty.pl)
ü Higher quality and higher pricing
SHOLL
ü SSL Healthcare Polska
Sp z o.o.
ü Sells through own
retail outlets,
pharmacies, internet
Dr. MARTENS
ü Polish representative of
Airway Int. Ltd. :
SHOELAB Ltd.
ü Medical shoes
ü Sells via 5 Martens shops
and retail outlets with
shoes for young people
ü Higher pricing
ü higher pricing
ü Better off clients
ü Considered trendy
ü Also cosmetics line
ü Better off clients
ü Well recognised
ü Well recognised
VIC MATIE (IT),
NAZZARENO RIPA (IT),
HEGO’s (IT),
CLARKS (UK),
MARCO MORENO (IT),
LET’ MOVE TO PRICING ISSUE..
A PAIR OF VISIT SHOES:
60-120 PLN
+VAT TAX
Cost of the manufacturer:
75 - 150 PLN
TYPICAL GAIN per 1 PAIR:
1 PLN – few dozens PLN
Margin below 30% means death for manufacturer
MARGINS in RETAIL:
Typically ca. 50%-70%
Should be:
Around 100%
To allow for promotional actions,
seasonal sales,
new production lines,
stylists, etc.
HOW MUCH DOES THE CUSTOMER PAY?
Most POLISH producers are in the mid price category:
ü Ryáko, BUT-S : 150-300 PLN (typically: 159, 179 PLN)
ü Badura : 130-230 PLN
ü Kabaáa : 100-200 PLN
ü Wojas : 100-200 PLN
ü JUMA : 80-200 PLN
ü CCC: 70 -250 PLN
HOW MUCH DOES THE CUSTOMER PAY?
FOREIGN Brands are in higher price categories:
ü BATA : 159 – 399 PLN
ü RIEKER : 199 – 399 PLN
ü SALAMANDER : 399 – 429 PLN
ü PIKOLINOS : 259 – 399 PLN
ü VENEZIA : 299 – 700 PLN
! GINO ROSSI: 299 – 699 PLN
HOW MUCH DOES THE CUSTOMER PAY?
RETAIL NETS:
ü CCC : 70-200
ü DEICHMANN: 70-200
ü SALAMANDER: 150- 350
ü ZEBRA : 150 – 450 (AZALEIA – 100, RIEKER-200)
ü APIA: 300-550
ü BATA : 100 – 300 PLN (HEGO’s, GABOR – 300)
Biggest shoe manufacturers
Ø RYàKO
Ø CCC
Ø BUT-S
Ø EKSBUT
Ø BADURA
Ø WOJAS
Ø LESTA
Ø JUMA
Ø KRISBUT
Ø KABAàA
Ø GINO ROSSI
Ø ROMANO MAZZANTE
Ø GREGOR
Ø ESCOTT
Ø KACPER
RYàKO
•
Limited liability company
•
53 own shops throughout Poland
•
Cooperates with different medium sized retail
outlets
•
Based in most known shoe production area
RYàKO
•
Leather shoes
•
Higher quality
•
Follows European trends well
•
Well recognized brand in Poland
•
Pricing: 100-300 PLN
CCC
CCC Factory LTD – production of woman shoes
CCC PLC – sales (wholesale and retail)
CCC Group - 122 m PLN capital
•
Financial outcomes of production unit in 2004:
34 m PLN - turnover
7 m PLN – income from sales
9.9 m PLN – net income
•
228 CCC shops throughout Poland
•
2,500 models every year
•
5.5% of the sales market
•
40 own brands – most known own brand: Lasocki
CCC
ü Quite wide assortment
ü Middle prices 70-250 PLN
ü Mostly leather shoes but also made of
artificial leather (lower prices)
ü Lasocki brand rather higher quality and
pricing (up to 350 PLN) - recognised but not
so popular
ü Company associated with low priced shoes
CCC – Price makes a difference
BUT-S
• established in Poland in 1997
• public listed company with capital of 7.5 m PLN
• financial outcomes in 2004:
70 m PLN - turnover
- 8 m PLN – loss on sales
-12 m PLN – net loss
• 5 own outlets
• production - 700,000 pairs per year
• domestic sales and export activity
• aims at 12% share in domestic visit shoes market
BUT-S
• mainly women shoes
• Leather and higher quality
• 4 product lines:
• BUT-S Image – extravagant, trendy line
• BUT-S Young – casual style
• BUT-S – classic, visit/work style
• BUT-S Komfort – very comfy
EKSBUT
• established in 1991
• employment: 250 people
• 6 own sales outlets and via other retail outlets
throughout Poland
•400,000 pairs yearly
• export to: Lithuania, Latvia, Czech Rep., Slovak
Rep., Germany, Rosja
EKSBUT
•
Mostly shoes for women and young people
•
Natural leather
•
Pricing: 100-200 PLN
BADURA
•
Public listed company
•
Established in 1982
•
Own capital 5.5 m PLN
•
financial outcomes in 2003:
29 m PLN - turnover
1.3 m PLN – income from sales
0.8 m PLN – net income
•
Sell via 100 retail shops (mostly ZEBRA)
•
Export to: USA, Kanada
BADURA
•
Leather shoes, good quality, well recognized
•
Mainly men and casual shoes:
• visit style
• sportive (also for women)
• weekend
•
also special, non-typical sizes
WOJAS
• Established in 1990
• employment: 560 people
• 41 own retail outlets
• Production: 700,000 pair per year
• Export to: USA, Great Britain,
Germany, France, Lithuania, Russia
WOJAS
• All type of footwear: for women, men, youngs and
children, also protection work shoes (for
emergency, police services etc.)
• Specialise in casual, leisure shoes
(also waterproof)
• Mostly leather and suede
• Pricing: 100-200 PLN
LESTA
•
•
•
established in 1994
financial outcomes in 2003:
20 m PLN - turnover
- 0.1 m PLN – loss from sales
- 0.3 m PLN – net loss
Own capital – 7 m PLN
LESTA
•
Sells via 6 own retail outlets „LESTA SHOES” but
also other retail nets
•
Natural leather: velour, suede with different
finishing
•
Casual, sportive style
•
Modern, trendy textures and patterns
JUMA
•
firma zaáoĪona w 1990
•
9.6 m PLN own capital
•
financial outcomes in 2003:
8.5 m PLN - turnover
- 2.7 m PLN – loss from sales
- 3.3 m PLN – net loss
•
Own tannery
•
Two brands: JUMA and NATTY
•
Export to: other CEE countries and Germany, Great
Britain, Israel
JUMA
•
Projected by the Italian designer - Massimo
Lucchesi
•
Mostly women shoes
•
Only natural leather and good quality components
from proven suppliers
•
Prices 80-200 PLN
SOFTBUT - KRISBUT
•
Established in 1982
•
Company split into two (avoid bankruptcy)
•
Export to: Slovakia, Czech Rep., Germany, Russia,
Lithuania, Latvia, Estonia, Belarus
•
Mostly shoes for men, women and young people
•
Leather and suede
•
Designed by Polish and foreign stylists
KABAàA
•
Established in 1984
•
Family type business
•
Used to produce sandals and flip-flops
•
since 1990 have produced women shoes
•
Mostly leather (seldom artificial leather)
•
Pricing 100-200 PLN
GINO ROSSI
•
Established in Poland 1992
•
Public listed company with capital 9.5 m PLN
•
employment: 302 people
•
financial outcomes in 2003 (for a Group):
79 m PLN - turnover
3.6 m PLN – income from sales
- 3 m PLN – net loss
•
Sells via 66 own, exclusive retail outlets
•
Export to: Germany, Czech Rep., Lithuania, Russia,
Canada
GINO ROSSI
•
High quality leather shoes
•
Very good recognition
•
Regarded as exclusive FOREIGN brand
•
Pricing: 300-700 PLN
•
Leather accessories and even jackets
•
350 models in each collection (twice a year)
ROMANO MAZZANTE
•
Established in Poland 1989 (name: Mesir)
•
Limited liability company
•
Seated in Poland and Italy
•
financial outcomes in 2003:
25 m PLN - turnover
0.7 m PLN – income from sales
86 k PLN – net income
•
Export to: Germany, Czech Rep., Slovak Rep.,
Baltic States, Russia, USA
ROMANO MAZZANTE
•
High quality leather shoes for men
•
hand sews
•
Regarded as exclusive FOREIGN brand
•
Italian patterns and materials
•
sells via regional distributors, no own retail
outlets
•
3 collections per year 70 models each
GREGOR
•
Established in 1983
•
since 1999 – public listed company,
capital 2 m PLN
•
financial outcomes in 2003 (for a Group):
13 m PLN - turnover
2 m PLN – income from sales
33,000 PLN – net income
•
produces – 200,000 pairs yearly
GREGOR
•
Sells via known retail outlets (mostly ZEBRA)
•
80% of the production for domestic market
•
Exports to: EU, former CIS countries
•
Men shoes – mostly visit and winter type
•
Natural leather
ESCOTT
•
Established in 1995, on the base of state owned
shoes factory
•
Capital 0.5 m PLN
•
Employment: 200 – 250 people
•
Able to produce – 1000 pairs per day
•
financial outcomes in 2003 (for a Group):
19 m PLN - turnover
-0.7 m PLN – loss on sales
-4 m PLN – net loss
ESCOTT
•
Sells via 13 associated wholesalers and other
retail outlets throughout Poland
•
Export to: Russia and CIS countries, Germany,
Czech Rep., Slovak Rep., Denmark, Canada,
Australia
•
Leather shoes for men and young people
KACPER
•
Established in 1997
•
employment: 108 people
•
production: 200,000 pairs per year
•
Sells via ca. 400 outlets
•
Export to: Lithuania, Czech Re., Slovak Rep.,
Romania, Ukraine, Belarus, AzerbejdĪan (exports
amounts to 40% of all sales)
•
Leather shoes for men and young people
•
Trendy and good quality