No matter how slippers: a new player enters the home goods market.

キーワード：未分類

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Competitive power.

Ekonika home products will start selling from November 11 in 36 stores of the retailer. At the first stage, the assortment will be limited: footwear for home, socks, blankets, dishes and sleep masks, Irina Zueva, Econika’s marketing director, told Izvestia. Later, the company plans to introduce fragrances for the home.

According to a brand representative, the goods will be made from genuine leather, cashmere, wool, satin. They will be sold in the same “average plus” price segment as the company’s main product – footwear, said Irina Zueva. For example, a cashmere and wool blanket will cost 17 thousand rubles, socks – 5-6 thousand rubles, home shoes – from 10 thousand rubles, a dessert plate – from 2 thousand rubles.

Izvestia studied the prices of goods made of similar materials from its largest competitors – Zara Home and H

Ekonika home looks more like a test project aimed at loyal brand buyers than a systematic expansion of the range or a promising launch of a new format, similar to Zara Home or H

Earlier, other retailers began to develop categories of goods for the home. So, the Mango chain began selling textiles – bed linen, bath accessories, for the kitchen and more. And Familia launched Familia Home stores with a wide range of products, from tableware to furniture.

While the market leaders remain Zara Home and H

The Mango, Familia, H

The triumph of indoor slippers.

According to a representative of Econika, a pandemic pushed the company to enter a new niche – people began to stay at home more often and buy more relevant goods. Previously, the shoe retailer had already entered a new segment for itself and tested clothing sales. But additional equipment was needed, an expansion of the retail space, the allocation of an area for fitting rooms, so they decided to complete the experiment. According to a company representative, the sale of household goods does not require such efforts – the existing equipment for the first stage is sufficient.