Polish brand of children's clothing 5.10.15. about the prospects of Ukrainian retail

Head of the wholesale and franchising department of TM 5.10.15 in Ukraine on steps taken by the brand to fight corruption and on companies that can grow and develop in the long term.

5.10.15. - one of the most popular brands of children's clothing in Poland, a participant Baby Fashion, which for 20 years of its existence has opened more than 230 stores in 190 cities of the country. Two years ago, brand shops appeared in Ukraine. The difficulties faced by the Polish company in the Ukrainian market, the conceptual difference between Ukrainian and foreign manufacturers of goods for children, about contraband and development plans, RAU was told by the head of the wholesale and franchising department of TM 5.10.15 in Ukraine Ruslan Khomishinets. The
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- How did you enter the Ukrainian market? The
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- In 2015, KOMEX, which is a manufacturer of TM 5.10.15, after six months of previous negotiations, signed a contract with OOO Alliance Orbita SVK about representation in Ukraine. The importer started development and popularization of the brand for the opening of corners in the network of children's supermarkets Mamadai. Also went in the direction of wholesale.
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"How many shops are there and where?" The
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- Five shops operate in full capacity - in the town of Berehove, Mukachevo, Khust, Uzhgorod and Stryi. In addition, in autumn 2016, a branded monobrand store was opened on 5.10.15 in the largest shopping and entertainment center of Western Ukraine, Victoria Gardens in Lviv. In Kiev, the brand can be found in the Mall Art Mall and New Way, and earlier in the Sky Mall, but the location of this store was changed. However, Kiev retail outlets belong to other brand partners who, like us, have a contract with KOMEX.

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- Do you plan to conquer Kiev yourself? The
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- We have already received consent from the Polish partners to enter the Kiev market. This will be one of the priorities for development in 2018.
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- What are the difficulties faced by Polish franchising in Ukraine? The
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"This is one of the most interesting options for investing in a ready operating and, most importantly, profitable business model, so there is mostly no difficulty. Polish franchising is now at a "low start". Ukraine actively adopts social and economic development experience from Poland and is ready to bring to the Ukrainian market popular Polish brands that have passed the test of time and demanding buyers.

  - What is the range of the brand? The
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- All products, both for girls and boys, are divided into 3 main categories: aged 0-2 years, 2-7 years and 7-12 years. In a year we produce four collections of clothes - one for each season.
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- What is the conceptual difference between your brand and typical Ukrainian ones? The
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- In addition to the design and assortment among our advantages - the recognition of the brand in Europe and the world - for the third consecutive year, TM 5.10.15 was awarded the certificate of Superbrands, the international company The Superbrands Ltd. This certificate indicates the belonging to the range of the strongest brands.
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- What prevents many other foreign brands from working in Ukraine? The
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- In our opinion, these are insufficient socio-economic indicators, the level of salaries, instability of the national currency, smuggling and counterfeiting.
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- Face the problems of contraband? The
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- Of course yes. The state needs to overcome corruption - and this, perhaps, is the only thing that will make it possible to grow and develop rapidly both the state and each of its citizens. Our step towards overcoming these problems has been done for a long time - it's only official cooperation, both with foreign and domestic partners.
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- What is the sales statistics for the brand in Ukraine? The
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- In comparison with last year, sales of TM 5.10.15 grew 2.5 times due to the development of the Mamadai network, the connection of franchise and wholesale partners.
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- What is important for successful sales? The
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- Expertise, positive experience, constant development and persistent daily system work are important.
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- What are your plans for development in Ukraine? The
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- In August 2017, another corner is scheduled to open on 5.10.15 in Uzhgorod as part of the opening of a new store for the Mamadai network. In September, a branded franchise store will be opened in Ivano-Frankivsk, and in September-October - a franchised corporate corner in Zhytomyr was launched. During 2018 it is planned to open 5 franchise stores and ensure the presence of a trademark in more than 40 regional and regional cities in the wholesale direction. And the strategic task for the next few years is the presence of the 5.10.15 trademark in every city of Ukraine with a population of 50,000 people.
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- What are your forecasts for the Ukrainian market? The
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