The largest distributor of children's goods in Russia «Detsky mir» has started opening stores in a new «superstore » format. In December 2017, the first such store was opened in the Moscow region.

They plan to open "super-small" stores where there are no sites for standard points or the market potential is too small. These can be small district stores in large cities, where there is already a full-format "Children's World", as well as stores in small towns with a population of 20,000 or more.

If now the average standard store «Children's World» occupies 1,400 sq.m. m of retail space with a full range of up to 40,000 products, and the most compact stores of the chain are located on 600,800 sq. m. If they sell 6,500 items of goods, then the new "super-small" format will take only 500 600 sq.m. m and will be limited to 5,000 items of goods.

According to the CEO of the Group of Companies Vladimir Chirakhov, the average check of the "Children's World" in a small format is about 1,100 rubles, in a "superstore" it will be about 950 rubles, which is 15% and 30% less than in standard store.

Experts note that the decision "Children's World" to develop small formats is certainly very successful, since they have higher revenue per square meter of area.This is due to the fact that usually the most popular products are sold in such stores, in addition, they help to develop sales on the Internet, working as order pick-up points.

Source: < span style="color:#A9A9A9;">Sheets

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