The retail chain will sell inexpensive toys for the early development of children.
Detsky Mir opens a new chain of toys stores ABC that will presents an expanded range of goods at more affordable prices, the representative of retailer said. In ABC will be sold toys, construction-set elements, educational and creative games for children from 0 to 14 years. Buyers will be able to purchase toys from well-known foreign manufacturers such as LEGO, Hasbro and Mattel, and released under their own brand name ABC. The assortment totals about 1,500 items.
The company plans to open ABC stores in shopping centers and in street retail with an area of up to 150 sq m. The first such store opened in Chelyabinsk in May, two more are preparing for the opening in Novosibirsk. The effectiveness of their work will affect the further decision to develop this format of stores.
The new retail chain will open in addition to the retailer ELC (Early Learning Center, part of Detsky Mir). After national currency devaluation in 2014, the toys of the mono-brand store ELC were in the price average and premium price level. On the contrary, ABC will be a multi-brand store and help Detsky Mir expand the geography of its presence beyond the main regions. In addition, the new brand will allow the group to attract more buyers from the lower price level to the stores.
“We are developing ELC franchise in Russia, offering goods for the early development of children under the same brand. ABC stores offer a wide range of goods at affordable prices for children not only preschool, both in ELC, but also at school age. In accordance with our plans, the development of ELC will continue in Moscow, St. Petersburg and other major cities of the country. The opening of ABC stores in the near future is planned in those regions of Russia where the ELC is not yet represented”, said Alexander Roganov, general director of Cube-Market.