Online sales are already open, retail outlets will appear in Moscow, and then in St. Petersburg. The company itself clarified that the project belongs to other persons, but the star couple “took part in the creation of the store.”
Experts say that there are only two network players in the category of household goods – Galamart and FixPrice, so there is potential for growth in this niche. The couple’s personal brand can help the project be recognizable.
Search for partners
The first Vsegazin point of sale will open in Moscow at the Afimall shopping center next week. The website of the store is already launched. There are household goods, tools, sports equipment, own lines of cosmetics, dishes, toys, books, etc.
In the “Select your city” section, there are options: Moscow and St. Petersburg. As the company explained to RBC Petersburg, while in the northern capital it is possible to order delivery of goods from an online store, but the company plans a full-fledged exit to the city. “At the moment, we are looking at St. Petersburg, today we are actively monitoring the city’s market and deciding on future partners. First of all, of course, we are considering class A shopping and entertainment centers, which technically, in terms of their equipment, meet the requirements of Vsegazin. But we are not limited to them and are also considering shopping centers and shopping centers of other classes with the level of traffic and purchasing power necessary for us, ”Vsegazin’s press service told RBC.
The optimal area for launching the first store is 250 sq. m. The range will depend on the size of the outlet. “In the future, for stores with an area of about 500 square meters. m, we plan to present about 1,500 articles, ”added the representative of Vsegazin.
According to RBC Company, Vsegazin LLC is 100% owned by Irina Pukhova, Edgar Leu is the general director. As the company explained, Pavel Volya and Laysan Utyasheva are “brand ambassadors who took part in the creation of the store.” Pavel Volya, in turn, is the owner of two companies: Volya Wear LLC (clothes brand of the same name) and Gde Show LLC. Laysan Utyasheva is registered as an individual entrepreneur.
star faces
This is not the first project of Pavel Volya and Laysan Utyasheva in retail. In January 2021, Volya Wear clothing store opened in St. Petersburg. Now, judging by the website, the brand has only a showroom in the Moscow Metropolis shopping center. Petersburg boutique Volya Wear closed at the end of 2021. Cooperation with the brand was positive, but a decision was made to expand the leased area to 400 meters, which was occupied by another operator,” said Ekaterina Trushlyakova, director of the retail real estate department at PPF Real Estate Russia (owner of the Nevsky Center shopping mall).
“Such businesses, attempts to monetize their own popularity are not a new topic at all. It began back in “Instagram times” and is used not only by celebrities, but also by popular bloggers who were very fond of creating “clothing brands,” says expert Olga Steinberg, ex-PR director of Fashion Consulting Group and Moda HSE, author of the Telegram channel “ Fashion pumping.
In her opinion, the brand of Pavel Volya and Laysan Utyasheva is a decisive moment in the marketing of the Vsegazin project. “Buyers would hardly pay attention to a simple “everything for everyone” store – there are no original things here, something that cannot be found on the marketplace. And when this is the brainchild of a well-known couple adored by many, it’s a completely different matter. They fall into the widest target audience by age from 20 to 60 by 100% by recognition. And, of course, they have a good large audience in social networks and an extensive media presence (for example, Pavel’s new project on TNT is on billboards all over the country right now,” notes Olga Steinberg.
According to the expert, the couple has long been broadcasting the public image of a cute ideal family. “Therefore, the marketing message here is clear – home, family, comfort, everything, like Pasha and Laysan. Plus, there is also such a marketing moment – to create the feeling that these people, whom everyone knows, are personally responsible for the quality of the goods, and they will not deceive. Perhaps, in this regard, this is a kind of detuning from marketplaces and a certain advantage,” Olga Steinberg believes.
Western players have vacated a niche
Evgenia Khakberdieva, Regional Director of the Department of Retail Real Estate at NF Group, notes that the demand for basic goods for the kitchen and home really remains, but today the buyer wants to save money and wants to get high quality products at a cheaper price. At the same time, the active development of the segment is hindered by sanctions pressure and the accelerated development of online sales.
“If since the closure of large Western retailers such as Zara Home and H&M Home, there were vague prospects for the development of stores in the home goods category, then in 2023 we are seeing more and more people who want to close this niche, for example, a major fashion player 12 Storeez plans to launch a line of household products. Previously, LIME announced its plans for development in this direction. Also in the format of department stores, there are small designated places for decor items and household goods and utensils. We can note the active development of a specialized St. Petersburg operator – Candellabra Home, which is gradually opening stores in new regions of Russia, and Kuchenland Home, ”Evgenia Khakberdieva lists. The expert notes that such categories as household goods, where only two network players Galamart and Fix Price are represented, are poorly represented on the market. Therefore, here, in her opinion, there is potential for growth.