Own line of clothes produced by familia company. Clothing store surname. Whether to go to work in "Surname"

16 years ago came to Russia new format retail called off-price. The pioneer was the Familia network. We found out from the development director retail Alexander Grishak, how this format is developing, which real estate is best suited for it, and how their stores attract buyers.

- Tell me, do you adhere to the planned store opening plan? How many stores will open in 2017?

- We started the year with 109 stores, and we plan to end with the beautiful number 150, for this in December we will open three more stores. We plan to open 40 more stores in 2017.

- That is, the plan that you had initially does not change.

- He's changing. We planned to open only 30 stores this year, but, as you can see, we are opening 41. We will not revise the plan for 2017, although the same could be said about 2016 at the time.

- Plans should be linked to such indicators as revenue, profit growth trend. Are you all right with that?

- All the stores that we have in the network are profitable. Financial performance we have some of the best.

- In comparison with what?

- All retailers say they have a drop in revenue. Our Like-For-Like numbers are 17% this year, which is one of the best.

- Is it related to the format or type of your audience?

- The format is tailored for a specific audience, these are inseparable things. So my answer is yes, and that is true for both.

- Is there any type of property that you prefer over others?

- We prefer to open in shopping centers. This is our favorite format. It is very good when there is a food operator nearby, we get a great synergy effect. With our presence, we revive the shopping center, generating traffic of about 2000-2500 people a day.

At the same time, we have single projects in the street, they are also successful. But at the moment we are focusing on the development in the shopping center. The buyer always saves time, and it is more convenient for him to purchase everything in one place.

- Supermarkets also come in different segments. Doesn't it matter to you what it is - "Azbuka Vkusa" or "Pyaterochka"?

- Absolutely not important. It can be any food retail, both federal chains and local players.

- Do you plan to close shops on the street?

- No, they will continue to work. By the way, if there are interesting offers in the street, we are always ready to consider them. But for a long time they were not there.

- What do you pay attention to when choosing a landlord?

- It's great when there are landlords with whom you can conclude one contract and open up in packages. We are proud of our partnership with Maxi Development (TC Maxi in Tula and Smolensk), Adamant (TRK Balkansky, TRK Continent on Zvezdnaya, TRK Mercury), IMMOSHAN (TC Ashan in Tambov , TC "Aquarelle" in Volgograd), "Group of companies TEN" (TRC "Gorod" in Lefortovo and on Ryazansky prospect, TC "L-153"), X5 Retail Group, with which we have four operating stores today.

All shopping center owners are divided into two types. The first, conventionally, let their objects go with the flow. But there are companies that are really engaged in their development, for example, the RosEuroDevelopment company, with which we opened the Familia department store in the Planeta shopping and entertainment center in Ufa this autumn.

- About your format. What does off-price mean?

- The concept of off-price is not a new idea. The outgoing year 2016, by the way, became a jubilee for off-price retail in the world - the history of our industry began with the opening of the Zayre brand discount store in Boston in 1956. In the United States, traditionally, in the basements of large department stores, famous brands were sold at markdowns, and the buyer knew where he should go when he needed to buy something very good, but for a reasonable price. Often, for such "basement sales", they even specially produced goods based on the collections of previous seasons. Over the years, the economic situation has led to the fact that more and more people began to show interest and desire to shop in such places where you can buy branded items with fabulous benefits.

Now everyone, even the richest Americans and Europeans, buy goods in off-price stores, because it is, first of all, drive, "treasure hunt", excitement and anticipation of prey famous brand at a super favorable price. These are emotions, and they are worth a lot!

Off-price from other formats of trading at special prices is distinguished precisely by the brands that you can buy from us with a profit of up to 85%! The buyer recklessly searches for them in the general mass of goods, so that when he comes home, he says: "I bought a super thing at a super price!" Thus, the essence of the format and our goal is not to buy and sell cheap, but to satisfy the need of our buyers for a profitable purchase.

For the American off-price market, 2015 became a truly significant year, when e-commerce and the main players in the American off-price - T.J. Maxx, ROSS Stores and Burlington - began to actively take over a significant share of the regular retail business. Large retailers, having appreciated the huge potential for off-price, began to open similar stores. So, for example, Macy's Backstage and Saks OFF 5th appeared. As a result, at the turn of 2015-2016. 604 off-price stores were opened in the US, while their total number is now approaching 4,300.

As for the off-price market in Russia, this industry is in its infancy in comparison with 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 in terms of sales.

- Goods with defects, substandard?

- For off-price purchases of goods with insignificant manufacturing defects that do not affect their consumer qualities are permissible. We are talking about the deviation of the line, say, on a shirt or T-shirt, the mismatch of the seams on the socks. This product is marked in a special way, informing the buyer that this is a "second quality" product. One of the main principles of off-price retailers is that the volume of such goods in the hall should never exceed 5%. A large share will lead to the fact that the off-price retailer risks discrediting itself. The buyer will think: "So this is why the prices are so low here ...", will be disappointed and will never return to the chain stores. For a successful off-price business, it is extremely important that the buyer is always confident that he is being offered a product of excellent quality at a super favorable price. Interspersed with a “second quality” product should be compensated by a significant brand of its manufacturer.

- Let's talk about your product. As I understand it, these are some kind of unsold collections.

It's not that simple. In addition to the classic stock, it can be regular deliveries of well-known brands' goods unsold during the season from different regions of Russia and 35 other countries of the world, from where the Familia buyers are bringing the goods! Causes? Fashion retail collections are updated every 4-6 weeks. Often, a great product simply does not have time to wait for its buyer, as the next collections replace it. And nobody canceled the vagaries of the weather! It is unlikely that a warm jacket will have to be in the yard of the European autumn, when it is +15 outside the window, but it will be indispensable in our bad weather.

Also factories often optimize manufacturing processes making more product than planned for implementation. Familia buyers always keep their finger on the pulse and redeem the surplus produced. As a result, Familia stores promptly receive the most relevant to the season and fashion trends goods from well-known brands, bypassing even their branded stores on their way.

Another source of goods is canceled orders in factories. These are difficult times, many chains are forced to reduce the number of their stores, and they no longer need as much goods as they ordered in production.

And this is me only in large strokes, for the secrets and tricks of off-price purchases, you better turn to our buyers.

- The question immediately arises: if this is the same product, then why is it not bought only at off-price, but still go to mono-brand stores? Your prices are much lower.

- Yes, it's true, prices are lower. This is again due to the peculiarities of our procurement system. Regular retail has long been working in close partnership with off-price chains in the USA and Europe. We are the ones who help solve the problems of our partners. Every year more and more companies, including Russian ones, understand that it is impossible to make money on an outdated product, that every day it brings only great losses. They value the partnership with Familia, as our cooperation allows them to save on operating costs, for example, renting a warehouse, as well as receive working capital... By putting us in the budget, the partner can afford the maneuver to experiment, which can give him advantages in such a difficult time for regular retail.

- Familia today is the result of more than 16 years of painstaking work on the implementation of unique technologies and business processes. Being a pioneer and industry leader is always not easy and very responsible, you set the standards, they compare with you, they look up to you. We have a lot to be proud of! Familia has come a long way, underwent a rebranding, today our department stores cannot be compared with the first stores of the chain and their assortment.

The off-price market in Russia is undoubtedly 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 the turnover, we expect it to grow by 40-45% compared to last year. Speaking of our followers, given our pace of development, I think it is purely mathematically impossible to catch up with us in the foreseeable future.

- Did you have any desire to make a ROSS Stores or T.J. Maxx franchise? Why did you create your brand?

- What for? And, most importantly, how? In our business, there is no magic book of instructions, following which you will make your business guaranteed to be successful. We closely monitor the development of off-price in the West, actively train with experts from the parent companies of off-price, integrate best practics time-tested. But for the sake of truth, I must say that we are adapting a lot to Russian realities.

- What is the difference between off-price and discount? There is enough discount in Russia.

- A discount center is, as a rule, a retail outlet of a chain of stores. The discount includes goods that could not be sold in a regular store for about one year (less often one and a half, two or six months), including the period of sales. In addition, goods with defects, both invisible and visible to the naked eye, are often sent to discount centers. But, in any case, the origin of the goods is obvious.

- What is the difference between the off-price Familia and the discount center?

First, as in the case of the stock center and outlet, Familia department stores differ in the breadth of the range of branded goods. Isn't it strange to expect to see, say, Wedgwood porcelain in a sports discount? Familia offers branded products for the whole family and home at the same time.

Secondly, as in the case of stock centers, Familia compares favorably with the conformity of products to seasonal demand and fashion trends.

And finally, as always, benefit. No matter how much the goods in discount centers would be discounted, this is always a compromise with the quality or timeliness of the goods. Moreover, the lower price bar in discounts always has a limit determined by brand positioning. Familia, on the other hand, is always the most profitable purchase, while the size of the benefit has no boundaries, as evidenced by the truly exceptional "sweets" that our customers find, especially after regular revaluations.

- For example, fix-price stores in Russia are very widespread. Can this happen to your format?

- Fixed-price stores are also an American format that has a huge success all over the world. What these stores offer, Americans call cheap for cheap, which means cheap goods Low quality. Their assortment is a wide selection of industrial consumer goods, beauty and health products, sometimes food.

As for the off-price, in Russia our format has a huge potential. Without looking, we can say that in Russian Federation you can open at least 1000 more stores. And this is easy to do, although the figure seems to be quite large. We have only 150 of them so far.

- While you are very concentrated in Moscow. And when you come to a region, how do you determine whether it is worth going there?

- It is also very controversial how concentrated we are in Moscow. We do have a lot of stores here, because there is a concept of logistics costs. Our distribution center is located in the Moscow region, and it is operationally most convenient to deliver goods to Moscow. But if you look closely at our network, only a quarter of the chain's stores are concentrated in Moscow. We have 15 stores in St. Petersburg, four stores each in Yekaterinburg, Chelyabinsk, Ufa and Voronezh, three each in Tula, Perm, Belgorod, Rostov-on-Don, Nizhny Novgorod, Samara and Kazan. We are developing very actively in the regions.

In the regions, we are even more in demand than in the capitals, because there is less opportunity to buy branded clothing. For example, in Saratov, where we have three stores, although it is a millionaire city, it is impossible to buy some brands anywhere except here.

The southern direction is especially developing now. There is still one department store in Krasnodar, but we understand that there is huge potential there. One store was opened in Sochi and Adler.

- What is your most eastern store?

- In Tyumen, where we again have three stores. In the medium term, we are thinking about Siberia. But in order to enter there effectively from the point of view of business processes, you need to open 15-20 stores at once. But the capacity and prospects are clear. Novosibirsk alone will perfectly host about four stores.

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 back in 1956 in the United States. At that time, in the basements of large department stores, branded goods were sold at markdowns. Now a customer comes to our store in search of the brand of their 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 borrow models from past collections from suppliers?

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

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

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

How much can the most expensive things cost you?

We do not limit our retail price bar. Last summer, for example, we brought home a popular global brand of warm clothing. Their down jackets were exhibited at a price of 15 thousand rubles. It would seem a lot! But the delivery was scattered instantly. It turned out that our customers are well aware of this brand and are aware that, for example, in TSUM 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 those of regular buyers of regular retail. For comparison: the buyer of a classic retail chain does not have freedom of choice. Indeed, in the head office, almost everything is decided for him: the composition of the collection, prices, size range... He only has to adapt the existing assortment matrix to the realities Russian market, for example, order more down jackets, because we have a long winter. Familia buyers face much more interesting challenges.

Our buyer is an entrepreneur and owner of his own small kingdom, of 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 revaluation. For example, he classifies the assortment of clothing by color, length, materials, price segments. As a result, no one leaves our store empty-handed - each customer can find their “treasure”.

Do the suppliers themselves envy you? They have to sell their models at completely different prices!

No, what are 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 know how to lead negotiation process and build long-term cooperation, which receive a huge discount from the supplier!

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

Certainly, some innate qualities will be required. For example, love of negotiations and lightning-fast reactions. We compete with buyers from all over the world, because everyone wants to get cheap stocks. During the negotiation process, the buyer must keep in mind favorable terms of delivery, develop a communication strategy and make decisions quickly. At the same time, you need to understand that selling stocks for a business owner is a trade in the red. This, you see, is a rather painful process. So the buyer is also a good psychologist. With the owners and CEOs of the networks, he first of all builds informal, warm relations: congratulates on his birthday, communicates on abstract topics. And he does it sincerely, with all his heart. The supplier is always loyal to such a buyer and ready to cooperate.

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

Even if you don't have much experience, but there is a desire to work in procurement - boldly 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 get the drive from his work, be happy with the discounts received and maintain a positive attitude until the next deal. We need people who count at 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 in the documentary department, then moving to the position of a junior buyer and growing to the deputy head of the purchasing department. In my work, there are really no limits to perfection - despite a decent work experience, I see that the category can still be improved. In Familia, you will never run into a routine: the market changes, we grow, customer preferences change from season to season. I believe that it is easier and faster for a newcomer to the company to adapt: ​​you can start your career as 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 analytical mindset. It is also necessary to speak well in English language 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 help the brand's business and solve its stock problem. In our work, you need to give all your best to 100% - and success will not keep you waiting! Maria Shkurova, Deputy Director for Procurement of Men's Sportswear, Familia

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

Trousers for 60 rubles, shoes for 399 rubles, a toy for a child - 50 rubles. The goods at very affordable prices are offered to us by the trading company "Familia". The eternal question arises before the buyer: to take or not to take? Let's figure it 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 department store "Familia" was opened in 2000 in the capital. Today, this network, in addition to the distribution center, procurement management and business support service, has more than a hundred stores throughout Russia and is actively expanding. There are more than 40 department stores in Moscow and the region, and 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, the addresses and phone numbers of which 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 a lot to choose from!

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

In the sphere of clothing trade with the price category "discount" (discount), the company is the leader. It focuses on a buyer with low and medium 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, there are regular sales, promotions and applications, which gives the consumer the opportunity to significantly save and save money in the family budget.

The direct competitor of the company is StockCenter, which sells a similar assortment in a similar price category for the Familia chain. The company's online store has not yet been launched.

Range

Sales department stores offer customers several thousand product names. The products of the Familia store are 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 toddlers. We sell bags, scarves, hats and outerwear: coats, jackets.

The assortment line is represented by both well-known world, domestic and little-known brands. Familia (stores in Moscow) sells brands such as: Finn Flare, Motor, Puma, Colin's Wrangler, Savage, Patrol, Baon, Day by Day, Motivi, Soul age, Ralf ringer, Terranova, Quelle, Ettie 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 not promoted Chinese and Turkish goods. Brands are usually placed on specially designated hangers. Next to the clothes, there are household goods sold through these department stores - these are dishes and kitchen utensils, textiles, souvenirs, gifts.

You can get information about promotions and discounts by contacting the Familia store. The addresses of the nearest department stores are located in many trade directories which are produced 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, and not the comfort of the buyer. Many people immediately suspect why things are so cheap. Damaged goods, defects? No. What is the family's pricing policy 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 at the expense of a 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 generally by 30%.
• Non-seasonal, last year's goods are sold at great discounts.
• Save on everything: shopping centers with a small lease, nondescript interiors of shops that do not please customers. Personnel 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 Familia department stores are of sufficient quality. Moreover, the goods at such low prices cannot be purchased at other retail outlets.

Average prices in "Surname" for some product categories
Jersey
Men's suit
Outerwear
Down jackets

Discounts and promotions

Familia stores offer consumers “price drops” during seasonal sales and social gift cards. Discount program regular client makes it possible to use a 7% discount on Mondays, on other days at 5 or 3%. For fans of stock shopping and sales, a good surprise will be gift card for the purchase of clothing. Familia department stores (shops in Moscow) allow residents of the capital to receive discounts on the “Muscovite social card”: 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 base of suppliers, most of which have been operating since the founding of the trade organization "Familia". Stores, reviews of which testify to constant influx of customers, are never empty. This is why the wide range of goods sold through this network is so important, regularly replenished through the distribution center and suppliers. "Familia" offers regular partners a number of favorable conditions: to sell a variety of goods, individual positions in any volume or products with a scattered assortment.

Through the shops of the Familia chain you can sell:

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

Competitive advantages of the "Familia" chain

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

Firstly, Familia sells off-season collections in a price category below the market. Secondly, it cooperates with many manufacturers without intermediaries. Her customer base is more than 40 brands. Thirdly, the low cost of goods due to lower costs: personnel costs, rent, creation of expensive interiors. Minimalism and rationality are the basis for the design of the chain's sales area.

Trading company "Familia" is able to develop and operate 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 "Familia". Customer Reviews

No trade enterprise can only have strengths, there are always "weaknesses" that catch the eye of the visitors. Familia chain - stores, reviews of which are actively left by both regular customers and those who have visited the department store once. There are more negative stories about going to "Surname" 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 stock store assortment cannot be 100% branded. We must not forget that there are worthy manufacturers among the factories in China and Turkey.
2. "The shops are a mess, clothes are lying on the floor, sizes are mixed up, not tidied up, etc." Clutter in the sales area is the inevitable result of an 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 sellers clean the sales area: hang clothes according to size, and return the goods to their places.
3. "There are no sellers in the room." 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 volume of work is gigantic, and only two employees are allocated for 1500 m2 (saving on personnel).
4. Economy class is "Surname" - shops, reviews of which are very contradictory. Customers complain: "The hall is like a dull warehouse, there is nothing to look at, the clothes smell musty." Savings and minimalism in the halls allow us to maintain low prices, which so attract visitors. Self-service stock store - these words indicate that the customer is not going to the boutique.

Other customer reviews address issues such as violation of the law on the return of goods, long queues, lack of personnel, illegal "search" of visitors, lack 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 high level quality. "Surname" 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 in a discounter and how to behave there.

Should I go to work in "Surname"?

High turnover and high cross-country ability - this is the specificity of work in "Familia". A store that needs to be read about employee reviews is in need of new staff on a regular basis. The problem of the network is the constant shortage of workers and staff turnover. What are the reasons and what does the network employees dislike?

• 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 thefts. The management of "Familia" saved money and did not equip the salesrooms with cameras, so there are awkward situations when a security guard literally searches every customer.
• The lack of staff in some department stores of the chain leads to the fact that cashiers act as salespeople, and administrators act as security guards.
• Low staff motivation is a problem in some Familia stores, which leads to a disrespectful attitude towards customers.

The collectives of all department stores differ from each other, some of them are quite strong and close-knit, they have been working since the opening day. Much, including fulfilling the plan, depends on whether the salespeople are working with department store customers.

What is the secret of the popularity of Familia stores?

Prices for good things cannot be low. With the discovery of the Familia department store, many customers realized that it is possible to find interesting and even branded things in this store at an acceptable cost. Festive or especially beautiful outfits are very rare, but there are a lot of classic-style clothes, 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 many more women's things than men's, they are constantly being 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 utensils for design: vases, cups, plates.

The policy of favorable prices has made more than one popular trade mark... It was the Familia network that received popular recognition. The store, reviews of which tell how decent discounts delight customers, is constantly growing and developing. The department stores of the "Familia" company can literally be called discounters where the whole family can dress. Who would not like minuscule prices for quality products? It is very beneficial when you can buy all the necessary goods for your home and loved ones in one place.

Underwear, bedding sets from 100 rubles, trousers, shirts from 150 rubles, shoes from 500 rubles. - all this and much more is realized by the store "Familia" (Kazan). Reviews suggest that high-quality items can be picked up in department stores, especially after the arrival of new products. Surname is a store (St. Petersburg) that 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 are provided daily from 5 to 7%.

In the Familia store you can often find items made from expensive natural fabrics. However, the low price immediately makes the buyer 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 trade.

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

You can find out how to issue 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. The addresses of all department stores in the chain can be found on the official website. The shops are located so that any buyer has free access to them and can easily be reached by public transport.

17 November 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. Today the federal chain 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, household goods and decor.

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

Familia concept

Familia dates back to 2000 and, following world standards and off-price laws, implements a format that is unique for Russian retail due to its product and pricing policy, breadth and frequency of range updates.

Familia's slogan is "Price Free Brands!" Applying advanced technologies, Familia optimizes business processes, which allows customers to purchase goods of world brands in the chain's stores at a discount of up to 85% off regular retail prices.

Off-price retail development history

The off-price industry began with the opening of the first Marshall’s store in Boston in 1956 - a future successful stock chain whose concept 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 topical brands at super favorable prices every day. Off-price shopping is an exciting hunt, not dry economy.

What makes Familia different?

16 years successful work identified 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 the off-price expertise of buyers guarantee buyers an unmatched range of products and competitive prices.

Familia sells exclusively 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 the pace of development (by the end of 2016, the chain 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 distribution center with an area of ​​20,000 square meters and a new European office that opened in Warsaw in 2015.

The official website of the Familia chain of stores -

Familia is a clothing store that sells a wide range of products from world and domestic brands. All products of the store are subject to significant discounts, which range from 20 to 70 percent. Such excellent conditions for buyers cannot boast of any other general or specialty store.

The Familia store was able to achieve these results in direct cooperation with manufacturers of goods, moreover, purchases are made in large volumes. This allows you to significantly optimize the costs of logistics and rental of retail space. Also, the store management supports and distributes the self-service rules and is issued commercial premises in a minimalist design. This approach to the organization of work processes makes it possible to reduce the prices of goods and save money for their customers. To be convinced of this, it is enough to compare the price tags in the “Familia” store and the cost of a similar product at other points of sale.

The Familia store has a very diverse catalog of goods, branded goods for men, women and children, shoes for every taste and season, accessories, home souvenirs, gifts and various household goods are presented. Surname is an online store that can help you choose clothes for any occasion and situation. For the beautiful half of humanity, classic suits are presented that will create a not boring image for work. They can be complemented by blouses of various styles and cuts, made from natural materials. Denim clothing and practical knitwear will help you feel at ease outside of work hours and on vacation. Underwear, outerwear, leather goods, accessories - this is an incomplete list of those products that can be found on store shelves. At the same time, the "Familia" store sets quite democratic prices.

The Familia store offers goods not only for women, but also for men. This category of buyers will be able to choose shirts and suits, denim and knitted clothes to their taste. Men are also offered a large selection of underwear and outerwear. For the smallest fashionistas, the store has prepared not only magnificent outfits, but also various toys - darts, toy cars, sets of dishes, dolls.

The site of the Familia store is being replenished with goods for the home, so each buyer will be able to choose a suitable purchase for himself. Kitchen utensils - salad bowls, plates, wine glasses, towels, vases, mugs - can be bought both for personal use and as a gift. Buyers should take advantage of the recommendation from the store staff: if you have looked closely at some product, then immediately purchase it, since in an hour it will most likely be bought.