Gathering Expansion: Rendez-Vous Unveils Local Franchise to Amplify Regional Footwear Operations
Unleashing Rendez-Vous: The Shoe Retail Giant Steps into Franchising
Breaking new ground – For the first time, footwear titan Rendez-Vous is diving headfirst into franchising. Since the millennium, they've opened a whopping 104 stores, but now they're casting a wider net by partnering with independent entrepreneurs. The adventure kickstarted with the opening of a franchise store in Yakutsk, with ambitious plans to expand into remote corners of the nation. "Our website Franchises" got the scoop.
Subscribe Before venturing into franchising, Rendez-Vous reigned autonomously, reporting a revenue of 24 billion rubles in 2024 with a growth of 9%, according to Fashion Retail. However, the net profit took a 42% hit, a trend mirrored by major fashion retailers. Rendez-Vous' marketing director, Ekaterina Seriakova, explains that the reluctance to adopt franchising stemmed from the company's preference for full control over retail sales.
Striking a chord with non-food retailers – It's not uncommon for large clothing chains to ditch franchising. Lime and several jewelry networks like "585 Zoloto" and Adamas have done so, citing the importance of maintaining corporate standards.
Expansion fuelled by demand and digital advancements – Rendez-Vous embarked on its franchising journey due to the surge in online sales and the need for swift national delivery, asserts Seriakova. The retailer's online store is expanding, and products are now offered on marketplaces. However, logistical hurdles in remote areas have impeded growth. By opening a franchise store in Yakutsk, Rendez-Vous hopes to tackle these challenges.
Future Targets – Priorities for new franchise locations include the Far East, Sakhalin, Vladivostok, Makhachkala, and Vladikavkaz, with a caveat: these areas won't compete with Rendez-Vous' own stores.
Scaling Priority – With no plans to open new locations, Rendez-Vous intends to focus on renovating and revitalizing existing stores, and expanding their clothing assortment. Through franchising, they aim to debut a dozen stores this year and a similar number next year.
A More Flexible Approach to Partnership – Having spent about five months crafting their partnership program, Rendez-Vous aims to provide franchisees maximum operational freedom and a flexible model. There are no initial franchise fees, royalties, or constant marketing costs. Investments are required for product procurement, rent, and trading equipment. Some contracts may even feature a buyback clause for products in tough times.
Diverse Appeal and Investments – Though Rendez-Vous is primarily recognized as a footwear retailer, franchisees may opt out of clothing sales. Prices in partner stores could differ, catering to local logistics. Franchisees may also run their own promotions and loyalty programs.
Investment Requirements and Interest – Initial investments start at 120 sq. m, making it a mid-range venture for footwear and clothing retail, but more expensive than a beauty salon, according to Seriakova. She reports “quite high” interest in the franchise, but warns that selecting partners and locations meticulously is crucial. Finding a suitable spot might be a lengthy process.
The Complex Catwalk of Franchising – Fashion retail, including shoe stores, presents complex challenges for franchisors due to high competition, substantial costs, and a testing market, as experts agree. The number of franchise applications for offline shoe stores dropped by nearly 52% by the end of 2024, according to Businessmens.ru. This was a main anti-trend of the previous year, highlighted by the main editor of the resource, Yevgeny Zvyagin. "Check Index", a resource that tracks sales data from Russia, reported a 12% decrease in clothing and footwear sales during the first quarter of 2025, attributed to both unseasonable weather and sagging consumer demand. Anna Rzhedstvenskaya, head of the Franshiza.ru catalog, advises that success in this competitive landscape requires a well-thought-out concept and a unique selling proposition tailored to the specific region.
- Rendez-Vous, recognizing the surge in online sales and the need for prompt national delivery, has ventured into franchising, starting with a store in Yakutsk, aiming to expand into remote regions of the nation.
- Franchisees, through partnership with Rendez-Vous, will have maximum operational freedom, no initial franchise fees, and a flexible model, with investments primarily required for product procurement, rent, and trading equipment.
- The footwear retailer's priorities for new franchise locations include the Far East, Sakhalin, Vladivostok, Makhachkala, and Vladikavkaz, ensuring these areas don't compete with Rendez-Vous' own stores.
- Due to high competition, substantial costs, and a testing market, fashion retail, including shoe stores, presents complex challenges for franchisors, as experts agree.
- Despite the complexities, Rendez-Vous is experiencing "quite high" interest in their franchise program, with selective partner and location choices being crucial for success in this competitive landscape.
