Surname clothing store. Familia: “In retail, the simplest things work best Where can I find the addresses of all department stores in the network

Trousers for 60 rubles, shoes for 399 rubles, a toy for a child - 50 rubles. Goods at very affordable prices are offered to us today by the trading company "Familia". The buyer faces the eternal question: to take or not to take? Let's figure out together what the Familia store is and what it can offer us.

About company

Trading company "Familia" is the largest Russian retailer. The first Familia sales department store was opened in 2000 in the capital. Today, this network, in addition to the distribution center, procurement management and business support services, has more than a hundred stores in Russia and is actively expanding. There are more than 40 department stores in Moscow and the region, more than ten in St. Petersburg. The main points of sale in the Urals are Yekaterinburg, and in the Volga Federal District - Kazan, Samara, Ufa. The Familia store, whose addresses and phone numbers can be found in the city directory, is always waiting for its customers to please them with fashionable novelties and big discounts. And believe me, there is something to choose from!

All products of the Familia store have the Company is responsible for the quality of the products sold, and also complies with the law “On Protection of Consumer Rights”. Buyers are provided with guarantees for any product purchased through this network.

The company is a leader in the field of trade in clothes with a price category "discount" (discount). It focuses on a buyer with low and middle incomes, so most of the goods sold through Familia department stores, including well-known world brands, have an acceptable, and sometimes even “ridiculous” price. In the practice of the company, regular sales, promotions and applications, which gives the consumer the opportunity to save significantly and save money in the family budget.

The company's direct competitor is StokTsentr, which sells a similar assortment in a close price category for the Familia chain. The company's online store has not yet started work.

Range

Sales department stores offer the buyer several thousand product names. The goods of the Familia store are a wide range of everyday, business, sports, for the whole family, as well as shoes, haberdashery, household goods, accessories, cosmetics and household chemicals. Here you can buy good quality toys and clothes for babies. Bags, scarves, hats and outerwear are sold: coats, jackets.

The assortment line is represented by both well-known global, domestic and little-known brands. Familia (stores in Moscow) sells such brands as: Finn Flare, Motor, Puma, Colin's Wrangler, Savage, Patrol, Baon, Day by Day, Motivi, Soul age, Ralf ringer, Terranova, Quelle, Etty Detti , "Yours" and others. Many, in order to purchase branded items inexpensively, purposefully go to the Familia store. Customer reviews confirm that popular brands are, as they say, "snapped up". Therefore, a more significant share in the assortment is occupied by unpromoted Chinese and Turkish goods. Brands are usually placed on specially designated hangers. Household goods sold through these department stores are next to clothes - these are dishes and kitchen utensils, textiles, souvenirs, gifts.

You can get information about promotions and discounts by contacting the Familia store. Addresses of the nearest department stores are placed in many trade directories, which are published in

Price policy

A good economy class is "Surname". Stores, reviews of which on the Internet are ambiguous: both positive from satisfied visitors who grabbed the brand for a penny, and negative from disappointed customers, still differ in some advantage. The reason is that the company prioritizes low prices, not the comfort of the buyer. Many people immediately have suspicions why things are so cheap. Damaged goods, defects? No. What is the price policy of "Surname" based on?

• Purchase of goods from the manufacturer without intermediaries.
• High turnover of goods is the basis of all stock stores. The revenue is made due to the large turnover, while the price per unit of goods does not play a significant role.
• Constant stimulation of demand, a system of total sales, when prices fall in general by 30%.
• Out-of-season, last year's goods are sold with big discounts.
• They save on everything: shopping centers with a small rent, nondescript shop interiors that do not please customers. Staff costs can be reduced by the self-service system.

Given the affordable price tag and compared to other stock stores, it is believed that the clothes of the Familia department stores are of sufficient quality. Moreover, goods at such low prices cannot be purchased at other outlets.

Average prices in "Familia" for some categories of goods
Knitwear
Men's suit
Outerwear
down jackets

Discounts and promotions

Familia stores offer the consumer "price drops" during seasonal sales and gift social cards. The discount program for a regular customer makes it possible to use a 7% discount on Mondays, on other days 5 or 3%. For fans of stock shopping and sales, a gift card for the purchase of clothes will be a good surprise. Department stores "Familia" (stores in Moscow) allow residents of the capital to receive discounts on the "social card of a Muscovite": 5% on weekdays, 3% on weekends. You can learn about the rules for obtaining discount cards from consultants by going to the Familia store.

Business partners...

The company has an already established supplier base, most of which have been operating since the founding of the Familia trade organization. Stores, reviews of which testify to the constant influx of buyers, are never empty. Therefore, the wide range of goods sold through this network, regularly replenished thanks to the distribution center and suppliers, is so important. "Familia" offers its regular partners a number of favorable conditions: to sell a variety of goods, individual items in any volume or products with a disparate assortment.

Through the shops of the "Familia" network you can sell:

• out of fashion or illiquid products, clothes not sold in the season;
• goods with a "broken" size range;
• things that are not in demand among the population;
• products produced or imported in excess of planned quantities.

Competitive advantages of the Familia network

To get acquainted with the range of department stores, it is not necessary to look for the Familia online store, it is enough to visit the department store once and see everything with your own eyes. Here you can study the competitive advantages of the company over other discounters.

Firstly, "Familia" sells off-season collections in a price category below the market. Secondly, it cooperates with many manufacturers without the participation of intermediaries. Its client base is more than 40 brands. Thirdly, the low cost of goods due to cost reduction: personnel costs, rent, creation of expensive interiors. Minimalism and rationality are the basis for the design of the trading floor of the network.

Trading company "Familia" is able to develop and work in any economic conditions, regardless of the severity of the crisis. The mode of cost reduction sooner or later becomes part of the strategy of any market operator. Therefore, the position of the company is very favorable, regardless of the state of the economy: favorable or crisis.

Shop "Family". Customer Reviews

Not a single trade enterprise can have only strengths, there are always "weaknesses" that catch the eye of visitors. The "Familia" network - stores, reviews of which are quite actively left by both regular customers and those who visited the department store once. There are more negative stories about going to the "Familia" than positive reviews. What are the disadvantages most often noted by buyers?

1. "An abundance of junk from China." If you do not want to buy clothes from Chinese or Turkish manufacturers, then go straight to the stands where branded clothes hang. Of course, the assortment of a stock store cannot be 100% branded goods. We must not forget that there are worthy manufacturers among the factories in China and Turkey.
2. “The stores are a mess, clothes are lying on the floor, sizes are mixed up, not tidy, etc.” Disorder in the trading floors - the inevitable result of the influx of customers. Many do not take into account that "Familia" is a self-service store (St. Petersburg), which means that the visitor himself finds and chooses things, carries them for fitting, and then has to put everything in its place. At the end of each shift and an hour before the start of the working day, department store salespeople clean the trading floor: they hang clothes according to size, and the goods are returned to their places.
3. "There are no vendors in the hall." The seller's working day is 12 hours, during which time he fulfills the plan, re-evaluates, accepts new goods, cleans up mountains of scattered things. The amount of work is gigantic, and only two employees are allocated for 1500 m 2 (savings in personnel).
4. Economy class is "Surname" - stores, reviews of which are very contradictory. Customers complain: "The hall looks like a dull warehouse, there is nothing to look at, the clothes smell musty." Savings and minimalism in the halls make it possible to maintain low prices, which attract visitors so much. Self-service stock store - these words communicate that the buyer is not going to a boutique.

Other feedback from buyers touches on issues such as violation of return policy, long lines, lack of staff, illegal "search" of visitors, the absence of price tags or the presence of two different price tags, no curtains in fitting rooms, and others.

This network has never claimed to be exclusive or a high level of quality. "Familia" is a store, reviews of which allow everyone to draw their own conclusion. It is important to know before going to a department store what is really worth buying at a discount store and how to behave there.

Whether to go to work in "Surname"?

Large turnover and high cross-country ability are the specifics of working at Familia. The store, reviews of employees about which you need to read, regularly needs new staff. The problem of the network is the constant shortage of employees and staff turnover. What are the reasons and what does not suit network employees?

• Wages on average from 12 thousand rubles, if the plan is overfulfilled - a solid bonus. The plan is carried out 4-5 times during the year, and in the remaining months it “fails”. All shortages and non-fulfillment of the plan are deducted from wages.
• The scourge of all stock and self-service stores is huge shortages and theft. The management of "Familia" saved money and did not equip the trading floors with cameras, so awkward situations arise when the guard literally searches every customer.
• The lack of staff in some department stores of the network leads to the fact that cashiers act as sellers, and administrators as security guards.
• Low staff motivation is a problem of some Familia stores, which leads to a disrespectful attitude towards customers.

The teams of all department stores differ from each other, some of them are quite strong and united, they have been working since the day of opening. Much, including the fulfillment of the plan, depends on whether the salespeople work with department store visitors.

What is the secret of the popularity of Familia stores?

Prices for good things cannot be low. With the opening of the Familia department store, many buyers realized that it was really possible to find interesting and even branded items at an affordable price in this store. Festive or especially beautiful outfits are very rare, but there are a lot of clothes in a classic style, there is something to pick up for the office, for work, a large selection of things for everyday wear at home or in the country. There are much more women's things than men's, they are constantly updated.

Many people like the household goods department. It is very convenient to buy small kitchen utensils, packaging and accessories for gifts in it. You can also purchase dishes for design: vases, cups, plates.

The policy of favorable prices has made more than one brand popular. It was the Surname network that received popular recognition. The store, reviews of which tell how decent discounts delight customers, is constantly growing and developing. Familia's department stores can be called discount stores without exaggeration, where the whole family can get dressed. Who doesn't love low prices for quality products? It is very profitable when you can buy all the necessary goods for your home and loved ones in one place.

Underwear, bed sets from 100 rubles, trousers, shirts from 150 rubles, shoes from 500 rubles. - all this and much more is sold by the Familia store (Kazan). Reviews suggest that high-quality items can be picked up in department stores, especially after new products arrive. "Familia" is a store (St. Petersburg), which constantly develops a system of discounts and offers. For example, a 20% discount on the purchase of two branded items at the same price. Discount card holders receive daily discounts from 5 to 7%.

In the store "Familia" you can often find things made of expensive natural fabrics. However, the low price immediately causes the buyer to think that the product is defective. It must be remembered here that the distributor bases his trade policy not on the cost of each individual thing, but on the speed of turnover.

Where can I find the addresses of all department stores in the network?

You can find out how to get a discount card for a regular customer, what seasonal promotions and discounts are currently in effect, you can contact the managers by contacting the Familia store. Addresses of all department stores of the network can be found on the official website. The stores are located in such a way that any buyer has free access to them and can easily be reached by public transport.

CEO of the Familia chain of stores

The development of the off-price format in Russian retail can be called a phenomenon in terms of the success of the model itself. We talked with Konstantin Nadezhdin, CEO of the Familia chain of stores, about the specifics of off-price in Russia, what features the buying, online channel and loyalty programs have here.

R&L: How did the off-price format develop in the world and how well has it taken root in Russia today?

— K. Nadezhdin: The outgoing 2016 has become an anniversary year for off-price retail in the world: the countdown of the history of our industry itself began with the opening of the Zayre branded discount store in Boston in 1956. There and in the same year, Alfred Marshall shaped the very concept of selling "brands for less money" by creating a chain of Marshall's stock stores. 10 years later, and still in the same place, in Boston, another off-price retail supernet, T.J.MAXX, opened. Now the world's leader in off-price retail is the Marmaxx group, represented by T.J.MAXX (USA and Canada), T.K.MAXX (Europe) and Marshalls chains. At the beginning of 2016, there were more than 3,600 stores in them.

The off-price model, of course, has a number of variations. So, the stock network Ross Stores, which emerged in 1982 (today it is the second player in the world, whose network has about 1800 stores), has built its success on the principle of bargain hunting - “treasure hunt”. In general, it can be considered the main principle of off-price trading in general. After all, off-price retail assumes as the main CVP not “the lowest price”, but “an exciting search for profitable offers”. This is the main “trick” of our format – different mechanisms work here than in the case of impulse purchases, our customer is more motivated to visit our stores frequently in anticipation of new products that arrive in stores every day. That is why we fundamentally do not have a division into brands and collections. We deliberately mix them up in the calculation so that the purchase turns into a kind of quest with the search for "treasures", the same bargain hunting.

As for the off-price market in Russia, this industry is in its infancy compared to the West. Familia is the founder of this retail format in Russia and is currently the absolute leader in the segment, both in terms of the number of stores and sales volumes. Of course, there are sporadic followers copying our model. This, we believe, once again proves the promise of the off-price format in Russia: according to our estimates, sales in the segment will approximately double over the next two to three years. As for Familia, we plan to grow at a rate above the market.

R&L: How different is the buying behavior in your segment in Russia and in the West? What, say, is the portrait of a Familia buyer?

- K. Nadezhdin: There are some differences in behavior, mainly related to the general mentality, but they are not significant. Therefore, seeing how effective and popular this model is in the West, we try to bring our stores as close as possible to the world concept, which we took as a basis at one time. We regularly visit the stores of the founders, meet the biggest off-price trade gurus there, and invite them here to conduct training seminars. It is very important for us to maintain the continuity of the concept of our business model and implement the best world experience, as our segment is high-tech in all business processes: buying, logistics, merchandising and service technologies.

As for the "portrait of a typical buyer" - this is usually a woman 25-35 years old. Active. Works. Spends a lot of time on the Internet. Traditionally, he buys goods not only for himself, but also for his family members, for home, gifts for relatives and friends.

Of course, this is a very simplified portrait. In our audience, we see a very wide range of buyer profiles - from students to businessmen. By the way, there are more and more of the latter: everyone knows that we can find brands that are not represented in Russian regular retail in principle - here we are, to some extent, competitors to online platforms.

R&L: What kind of market background do you operate in Russia? What are the growth drivers for the entire off-price segment in general and your network in particular?

— K. Nadezhdin: I will say this. Trends in both the global and Russian off-price markets today are primarily due to a change in the minds of the buyer. In the world as a whole, they are caused by a change in the retail paradigm as a result of the widespread use of digital technologies, and in Russia, by the current realities in the economy. This dictates a rather serious rationalization of consumer consciousness and behavior. The modern buyer is not ready to keep up with inflation and overpay for the offered goods in excess of the psychologically acceptable price for him, he seeks to look for a reasonable price-quality ratio in each purchase. And the fashion market is already quite indicative in terms of price. Thus, the main trend in retail as a whole is becoming smart shopping (“reasonable purchases”), which dictates stricter conditions for all retailers to improve their economic model. The same trend plays (and in the long term) into the hands of our business model and our format: in fact, today in Russia, off-price retail is a leader in optimizing the family budget of middle-income buyers. That is, those people who are not ready to save on quality and buy in discounters.

In this sense, today's Familia works with a completely different target audience than 10 years ago. This is not a low-income audience, but representatives of the middle-class in the Russian sense of the term - active, working, mostly family people.

R&L: But your audience today has very different quality requirements than online, where for the most part people still order very cheap clothes.

— K. Nadezhdin: Of course. As I said, our CVP does not include a "lowest price" offer. We offer brands. But brands free from prices (with discounts up to 85% off regular retail prices). The emphasis on brands also implies the absence of compromises in terms of quality and originality.

Our regular customer (and, as we have already found out, to a greater extent, this is still a customer) can determine the composition of the fabric by touch with her eyes closed, and unmistakably identify the original brands by the stitching, accessories and seam processing. Clients of off-price networks for the most part, although they are set to save money, are still quite brand-dependent, despite economic disasters and turmoil. They are loyal to certain brands, know them well and are demanding on quality. Therefore, the offer of a fake in a real offprice store, unlike motley discounters, is simply excluded - we have absolutely no reason to take such risks.

R&L: How is your network and networks of a similar format growing in the current crisis? Will you sell a franchise?

— K. Nadezhdin: The off-price market in Russia is certainly growing, and we, as its current leader, are growing along with it. This year we plan to increase the number of our stores by 37%. As for turnover, we expect it to increase by 40-45% compared to last year. Speaking of our followers, then, I think, given our pace of development, it is purely mathematically impossible to catch up with us in the foreseeable future.

About the franchise... No. We don't plan to do this. The features of our format, in particular, in the business processes of buying, are such that it is impossible to give someone a brand book, a ready-made concept and set a plan to open 100 stores in a year. There are many features in technologies that can only be implemented in an evolutionary way.

R&L: You said that off-price buying technologies are special. Can this thesis be specified?

— K. Nadezhdin: The offprice concept itself does not imply the purchase and sale of goods at the lowest possible price. Our task is to ensure a balance of opportunities along the entire vertical - from the supplier (the "regular" retailer) to the off-price network and the buyer, thus implementing the win-win-win scheme. Let me explain. The supplier in such a scheme receives an acceleration in the turnover of capital, expansion of channels and markets. We get long-term cooperation and buy current models as close as possible to the main sales season. Finally, our customers receive branded goods at a price that is psychologically comfortable for them. In the end, all links in the chain win.

Let me emphasize that in global retail, offprice networks have long been part of the economic model and an important sales channel for any regular retail, especially in the fashion segment. The sale of goods in this channel is included in the budget of retailers as a matter of course. Moreover, for a number of well-known global brands, the offprice channel even occupies a dominant position in their turnover.

In Russian retail, this model of work has not yet been fully mastered. But from year to year, behavioral stereotypes change, and now the current economic situation is kind of helping us in these changes, pushing us all to work in a new way. It is logical that entrepreneurs in times of crisis more carefully consider their profits and losses, and cash flows, and the benefits of working with off-price networks are becoming more and more obvious.

For our buyers, it is certainly not easy to provide a win-win win scheme. They have to deal with huge volumes of inventory around the world, with hundreds of contractors, with different contract terms, with the specifics of each brand, supplier, country. Today, 70 Familia buyers work with more than 500 suppliers - the number of brands, respectively, is even greater. This is the whole world - and Europe, and North America, and Brazil, and Australia, and Japan, and China, and Russia. And the number of suppliers is growing almost every day. That is why it is vital for our buyers to be in good shape every day. They have to keep under control the multi-way variations of negotiations, the seasonality of categories and groups, the parametric characteristics of the product, pricing, taking into account the monthly revaluation, payment terms, packaging, labeling, and much, much more.

Having more than 20 years of experience in various retail segments, I cannot fail to note the highest professionalism of our buyers, because they, like other members of the Familia team, are people who “turn the Earth with their feet” and set the tone for the whole market segment!

R&L: What is the ratio of purchases in Russia and abroad in Familia today?

— K. Nadezhdin: If we talk about the share of Familia's sales volume, which is purchased directly from Russia, then it is large, but the weight of imports is growing. If this year we bought about 60% of the assortment in Russia, then next year the ratio of Russian and foreign purchases may be 50-50 or even 40-60. This is a consequence of the fact that many of our partners among Russian retailers have experienced a decrease in sales and, accordingly, have begun to form their purchasing policy more conservatively and carefully. By themselves, their stocks have become less than before.

R&L: We are currently seeing several attempts to create online stock marketplaces in the market. Do you think online is a good channel for off-price? Do you have any plans to develop an online channel?

— K. Nadezhdin: Theoretically, everything is possible. But practice shows that such sites are unlikely to become competitors for us. Not all, even huge international off-price retailers have online stores. And for those who have an online platform, the share of sales on the Internet is quite low.

I emphasize that this is not some kind of lagging behind digital trends, but a feature of the format itself. The fact is that regular online sales require certain size ranges, runoff depths. With all our huge volume of purchases, we try to buy not the deepest positions. Thus, there is a high probability that we will not even have time to place the product on the Internet: by the time it is put on the online storefront, it will simply have already been sold off-line. Some items are washed out of the range in a matter of hours. The only thing that can, in our opinion, be successfully sold on the Internet today is the so-called special production - brand products that they produce specifically for off-price chains.

We consider the Internet itself as the most important channel of communication both with customers and with the industry and business community. Digital promotion is one of the key objectives of the 2017 marketing strategy.

R&L: Is special production something like a fashion private label?

— K. Nadezhdin: Not exactly. This is the same 100% branded product, which is created by the same designers, at the same facilities, with the same high quality control. But such collections are created for a certain off-price network. Special production is also a win-win-win scheme. The off-price network gets access to commercially successful designs and quality materials. The brand holder and the manufacturer, respectively, receive volumes, and the buyer receives a quality and affordable product. For Familia, buying and selling custom-made products from brands is a relatively new business process, but we plan to actively develop it. Here we focus on world practice. Outside of Russia, a huge part of the turnover of off-price chains (sometimes up to half) is provided by the sale of special production goods. With the help of this off-price tool, retailers have long and successfully provided a significant share of sales of the world's most famous brands, cooperating with them when placing orders at factories.

R&L: What is the share of such products in the network? How do you promote it and will you sell it online?

— K. Nadezhdin: Our share of special production sales in the total volume of the network is still insignificant. But that's it for now. We expect to qualitatively increase it in the coming years. As far as promotion is concerned, now we do not send a message to external communication channels that this or that collection is made especially for Familia. But if brands are willing to claim it, why not? It is still difficult to assess the prospects for selling such products on the Internet: when we reach certain volumes and a significant share of special production in the assortment, we may return to this issue.

R&L: What tools does Familia use today to build work with consumers? How is your loyalty program developing?

— K. Nadezhdin: As for the loyalty program, it is an important tool for motivating our customers and managing traffic and sales volumes. We offer our loyalty card holders differentiated discounts depending on the day of the week, which allows us to control the capacity of our stores.

As a matter of fact, our main communications with the consumer are based on the very game of bargain hunting, which we already spoke about at the beginning of the conversation. The process of communication within the loyalty program has its own characteristics. Recently, it has been aimed at increasing the frequency of visits, increasing conversions using SMS mailings generated in our CRM system for various segments of our audience. It works: for example, one of the latest emails, informing about the arrival of a very famous brand, gave us a conversion of 10%, and this is only on weekdays. Extrapolating this data to the weekend, we get a conversion of 15-20%. For retail, these are excellent indicators.

R&L: Do you plan to change the loyalty program in Familia to the now fashionable bonus scheme? And will personal offers be integrated into it?

— K. Nadezhdin: I'll start with the second part of your question. So far, we do not make personalized offers that would be based on the purchase history of a particular client. But we are moving in that direction. Right now we are looking for options for a new solution that combines our ERP and CRM system. We hope that soon we will be able to offer a lot of interesting things to our customers in terms of communication mechanisms.

Regarding the fashionable statements that "discounts are evil, and bonuses are our everything" - I will say frankly: I do not agree with this. Our program is clear and simple for our customers. And therein lies its value. I know from my own experience that the simplest things work best in retail, but overly complex and opaque incentive schemes can just alienate the consumer, create anti-loyalty: he may consider that the retailer is “cheating” in his favor. People trust those retailers who give simple and clear conditions and are responsible for their obligations, which is what distinguishes Familia.

R&L: How is the network ending a challenging 2016? What are the network's development plans for 2017?

— K. Nadezhdin: We are overfulfilling our own plans and plan to finish 2016 with 150 stores. Next year, we plan to increase the number of retail outlets by almost a third, opening at least 40 stores. As I have already said, in two or three years we expect to double the network's turnover. In terms of assortment, we remain a fashion chain, but nevertheless we will actively develop nonfashion as well, including both household goods, cosmetics and perfumes, as well as food with a long shelf life. Already, these categories give us up to 12% of revenue. The project of selling snacks, water, chocolate, etc. in the checkout areas turned out to be quite successful. We are actively experimenting with the new range and so far we are pleased with the results. This is interesting, but unlike many networks, today not only the average check is growing, but also the complexity of the check, its depth. We look forward to the same trend in 2017.

The Familia chain of stores is a unique shopping format for our country. You sell famous brands at incredible discounts, and not only during sales periods! What is this format?

Indeed, Familia is the first off-price chain of stores in Russia. This concept appeared in 1956 in the USA. At that time, in the basements of large department stores, well-known brands were sold at a markdown. Now the buyer comes to our store in search of the brand of his dreams. This is a real gambling shopping - "treasure hunt"! People spend at least an hour in our stores and buy several things in one visit.

Why such big discounts on famous brands? Do you take models from past collections from suppliers?

There are a lot of ways to bring cool things to customers with high discounts! Our buyers own these secrets. They know that the future happiness of our customers depends on how a buyer knows how to search for brands and negotiate with suppliers, how correctly he manages the budget for purchases entrusted to him!

For example, when we brought jeans from a well-known brand, they cost 3.5 thousand rubles in our chain, which is almost six times cheaper than in stores in Europe! Even during a sale in regular retail, the discount only reaches 50-70%. We guarantee a unique price.

At the same time, you can find not only things from past collections, we buy clothes directly in the showrooms of suppliers from sewn samples of models for the next season.

How much can your most expensive things cost?

We do not limit our retail price bar. Last summer, for example, we brought in a popular global brand of warm clothing. Their down jackets were offered at a price of 15 thousand rubles. It would seem a lot! But the delivery broke up instantly. It turned out that our customers know this brand well and are aware that, for example, in the Central Department Store these models were sold for 80 thousand rubles!

How do you do it? Do your employees really have superpowers?

The functionality and approach of our buyers are very different from the duties of regular retail buyers. For comparison: the buyer of a classic retail chain does not have the freedom of choice. Indeed, at the head office almost everything is decided for him: the composition of the collection, prices, size range. All he has to do is adapt the existing assortment matrix to the realities of the Russian market, for example, order more down jackets, because we have a long winter. And Familia buyers face much more interesting tasks.

Our buyer is an entrepreneur and the owner of his small kingdom, his category. He has his own budget and independence in decision-making. He decides which brands will be in our stores next season and at what price, what discount will be after the repricing. For example, he classifies the assortment of clothes by colors, length, materials, price segments. As a result, no one leaves our store empty-handed - each customer can find his "treasure".

And the suppliers themselves do not envy you? They have to sell their models at completely different prices!

No you! We work with more than 2.5 thousand brands. And we have exclusive contracts with some giants. Large suppliers understand that we do not harm their business and are willing to develop cooperation. And our buyers are so good at negotiating and building long-term cooperation that they get a huge discount from the supplier!

Tell me, are superheroes born, or can this be learned?

Of course, some innate qualities will be required. For example, love of negotiations and lightning-fast reaction. We compete with buyers from all over the world, because everyone wants to get cheap stock. In the process of negotiations, the buyer must keep in mind the terms of delivery that are favorable for him, develop a communication strategy and make decisions quickly. At the same time, you need to understand that the sale of stocks for the business owner is a trade in the red. This, you see, is a rather painful process. So the buyer is also a good psychologist. First of all, he builds informal, warm relations with the owners and CEO of networks: he wishes you a happy birthday, communicates on abstract topics. And he does it sincerely, from the bottom of his heart. To such a buyer, the supplier is always loyal and ready to cooperate.

The basis of the buyer's work is negotiations. Therefore, for effective communication with foreign suppliers, knowledge of English is necessary.

Even if you don’t have much experience, but there is a desire to work in procurement, feel free to go ahead! You can start as a junior buyer and grow within the company under the guidance of more experienced colleagues. The main thing is that a person wants to develop and catch the drive from his work, rejoice at the discounts received and maintain a positive attitude until the next transaction. We need people who count on their fingertips, predict non-standard situations and do not get lost in them.

I have been working in the company for six years, starting as an assistant to the documentary department, then moved to the position of a junior buyer and rose to the deputy head of the purchasing department. There really are no limits to perfection in my work - despite a decent work experience, I see that the category can still be improved. At Familia you will never find yourself in a routine: the market is changing, we are growing, customer preferences are changing from season to season. I believe that it is easier and faster for a newcomer to adapt to the company: you can start your career from the position of a junior buyer and grow higher. At the start, it is not necessary to understand clothes, but you need to have important qualities - communication skills and an analytical mindset. It is also necessary to speak good English, as we mainly work with foreign suppliers. In negotiations, it is always worth taking a win-win position - you should never try to put pressure on the supplier, it is better to show that we are helping the brand's business and solving its stock issue. In our work, you need to give all your best at 100% - and success will not keep you waiting! Maria Shkurova, Deputy Director for Purchasing Men's Sportswear at Familia

How does your employee understand that he has become a superhero?

November 17, 2016

Over the past years, Familia has remained the undisputed leader in the off-price retail market in Russia.

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Familia, the first and largest off-price chain of stores in Russia, continues its intensive development. To date, the federal network is represented by more than 140 stores in 36 cities of Russia and offers customers a wide range of women's, men's, children's clothing and footwear, toys, accessories, home and decor items.

Remaining the undisputed leader in the off-price retail market in Russia, Familia regularly receives recognition from both experts and consumers. The company has received the National Consumer Trust Award “Brand No. 1 in Russia-2016” and the National Business Award “Best.ru.Company of the Year 2015”.

Familia concept

Familia traces its history back to 2000 and, following world standards and off-price laws, implements a unique format for Russian retail thanks to its product and pricing policy, breadth and frequency of assortment renewal.

Familia's slogan is "Price Free Brands!". Using advanced technologies, Familia optimizes business processes, which allows customers to purchase world-famous brand goods at a discount of up to 85% off regular retail prices.

History of development of off-price retail

The off-price industry dates back to the opening of the first Marshall's store in Boston in 1956 - a future successful stock chain, the concept of which Alfred Marshall formulated as "brands for less money."

The main idea of ​​off-price is not to offer customers cheap goods, but to provide an opportunity to find unique items of trendy brands at super favorable prices every day. Off-price shopping is an exciting hunt, not dry savings.

What distinguishes Familia?

16 years of successful work have determined the main advantages of an off-price leader over stock centers, discounts and outlets. The scale of the Familia network, long-term cooperation with more than 500 companies from 35 countries and off-price expertise of buyers guarantee customers an incomparable range of products and competitive prices.

Familia trades exclusively in original brands and focuses not only on the quality of products, but also on their compliance with the current season and current fashion trends.

Facts and figures

Today Familia is one of the most recognizable brands in Russian fashion retail. At the end of nine months of 2016, Familia showed a high growth rate both in sales (LFL - 17%, revenue forecast for 2016/2015 + 48-50%), and in development rates (by the end of 2016, the network will be represented by 150 stores, + 37% by 2015). Familia plans to maintain a similar growth rate (+35-40%) in 2017-18.

The company employs over 2,500 people, including a 20,000 sqm distribution center and a new European office that opened in Warsaw in 2015.

The official website of the Familia chain of stores -