The Russian shoe retailer Zenden has signed an agreement with the German concern adidas to open the corners of the sports brand. About this Alexander Sarychev, Managing Partner, Director of the retail chainZenden,told the portalмalls.ru . 

The signing of the agreement with adidas was also confirmed by the president of Zenden Group Andrey Pavlov. "adidas will also support us in promoting its own sports shoe line," emphasized Mr. Pavlov.

According to Mr. Sarycheva, the first pilot sales of adidas shoes in Zenden stores will start this spring in 5−10 selected stores of the chain. Starting in autumn, the adidas mid-price segment line will be presented in 100−150 retail outlets.

"Cooperation with adidas means upward movement for our company. Russia for adidas is a huge sales market with more than a hundred cities, and for us it is an opportunity to show ourselves more firmly in the middle price segment. We tried to go lower and take the place of "Center Shoes", but it turned out that in the low price segment, where the market is very large, there is a lot of counterfeit, so as soon as you go lower, you immediately start competing with "Ridiculous prices", etc;, − told Mr. Sarychev. Currently,Zenden operates in the "average" and "average minus" price segments. 

Photo: Zenden