Domestic retail chain, consisting of construction hypermarkets. Their average area is 5500 sq.m. Today there are twelve hypermarkets located in Izhevsk, Kostroma, Kaluga, Belgorod, Smolensk and other cities.
Interesting fact: the total area of the areas allocated for shops is about 70,000 sq.m.
Strategic direction – further expansion and active development networks in various cities with a population of over 200,000 people. If your city does not yet have this construction hypermarket, then the Stroydepo online store offers to place an order.
The store's product catalog includes more than 12 thousand different items necessary for construction, repair and gardening. All work of employees is based on several principles, including – low prices and a wide selection of products always in stock. All this allows store customers to make profitable purchases without wasting time that could be spent waiting for the required product.
Attention! The official website of Stroydepo provides that you can order products using the contact phone number. In this case, the goods will be delivered immediately on the day of purchase.
The advantage of the store is that it offers special conditions for professional builders. Professional service, a system of discounts, some discounts on delivery, etc. have been developed for them.
This store is popular due to its policy:
1. Reasonable prices for goods. Tactics - the best price in the region. Due to the large and continuous turnover of goods, the store receives great deals from suppliers, which in turn affects the cost.
2.Full warehouse. The hypermarket is proud that all necessary goods are always available in warehouses. If they are missing, he makes a quick order. Thanks to this, it is possible to satisfy the needs of every customer.
3.Everything is created for the convenience of customers. The buyer is given the opportunity to purchase everything in one place and at an affordable price.
In the store you will see a wide selection, affordable prices and competent staff!
The wizard flew away
Three former co-owners of “Old Man Hottabych” - Grigory Kozhemyakin, Artur Popelnyukhov and Igor Sosin - graduated from the Moscow Institute of Steel and Alloys together. In the early 1990s, the partners sold wholesale floor coverings in the regions. Using the money they earned, they opened the first “Old Man Hottabych” in Moscow in 1994, a supermarket of premium building materials. In the 2000s, the network grew to 40 stores. The average area was about 1.5 thousand square meters. m, and the range of repair products included about 5 thousand items, revenue in 2007 reached 5.3 billion rubles.
Igor Sosin suggested that the partners develop an even larger format - hypermarkets of building materials with an area of 10 thousand square meters. m. At that time, such a format did not yet exist in Russia, but the partners did not support Igor’s idea. Then, in 2003, Sosin left Hottabych and began to compete with his previous partners. He created the Do-It-Yourself joint venture with the German retailer OBI and began developing hypermarkets for household goods and repairs in Moscow and the region. He left this project only in June 2016 - OBI bought out Sosin’s 49 percent share. General manager agency “INFOLine-Analytics” Mikhail Burmistrov estimated the deal at 10 billion rubles.
By 2013, the turnover of “Old Man Hottabych” fell to 2.3 billion rubles, bankruptcy proceedings began in 2014, and in mid-2015 the last store of the chain closed. Kozhemyakin believes there were two main reasons for the sad ending. Firstly, the company initially chose the wrong strategy and began to buy out the real estate in which the stores were located. This did not allow for rapid development, and stores were opened in less accessible places. Secondly, strong Western networks appeared in Russia - Leroy Merlin, Castorama and OBI.
After the bankruptcy of the chain, Arthur Popelnyukhov also left the business and focused exclusively on real estate, leasing retail and office space in Moscow and the region. “DIY market (Do It Yourself, “do it yourself.” — RBC) flies down with a roar, why do I need all this? - says Popelnyukhov. — Gregory and I are both 49 years old, it’s time to think about a quiet, meditative life. But Grigory behaves like a young and angry businessman, rushing into a new element. Amazing!
Repair market
According to INFOLine-Analytics, at the end of 2015, the volume of the Russian market for household goods and repairs decreased by 4.89% and amounted to 1.46 trillion rubles. A drop in sales was recorded for the first time since 2009. According to forecasts, the decline in sales volumes will continue in 2016 and will amount to 8% by the end of the year. This is due to a reduction in the commissioning of mass and low-rise housing.
As of January 1, 2016, there were 383 construction hypermarkets operating in Russia with a total retail space more than 2.7 million sq. m. For comparison: as of January 1, 2015, there were 368 of them with a total area of about 2.6 million square meters. m. In total, about 1 thousand universal and specialized networks operate on the Russian market. The top 10 largest retailers account for more than 23% of the market. Among the leaders are Leroy Merlin, OBI, Castorama, Home Center, K-rauta, Petrovich, Maxidom, Dobrostroy, Baucenter.
"Crawling Forward"
In fact, Kozhemyakin had a reserve airfield. Back in 2006, he began to develop the Stroydepo economy class chain in the regions, operating in the format of a store-warehouse. The calculation was simple: the project was launched far from the stores of its main competitor, Leroy Merlin, in cities with a population of half a million. In those years Russian market retail goods for the home and repairs was actively increasing its turnover: in 2006 it was $14 billion, the next year it grew by 10%. Chain stores were taking away share from construction markets—Kozhemyakin offered clients something in between these formats.
The idea for the project was invented by the Frenchman Marc Henri, who once worked for the large European network Real. The prototype for Stroydepo was another French chain - Brico Depot. Henri adapted her business model for Russia. They relied on the store-warehouse model, a relatively new format for the DIY market.
Grigory Kozhemyakin does not give up trying to teach Russians how to do repairs correctly (Photo: Vladislav Shatilo / RBC)
The first Stroydepo store opened in Izhevsk, the capital of Udmurtia. At large assortment, about 13 thousand items, it made it possible to significantly save on personnel - you don’t need many sales consultants to sell cement and bricks. “If Hottabych was like the ABC of Taste, then Stroydepo is like Magnit,” explains Kozhemyakin. The average area of the chain's stores was no more than 500 square meters. m. The basis of the assortment, up to 40%, was building materials. There was a special unheated area inside the stores - you could drive there by car. About 70% of all goods were provided by federal suppliers, 30% by local ones (brick, cement, dry mixes), familiar to local buyers. “For its time, it was a breakthrough project; it tried to give the market something that did not exist yet,” says Artur Popelnyukhov.
Soon the chain experienced its first large-scale crisis, when the then general director Dmitry Timanov decided to transform the format into a “softer” one, adding chandeliers and plumbing fixtures to the range. The maneuver was unsuccessful. “Instead of trading, we spent several months reconstructing stores, changing the layout,” recalls Kozhemyakin. Sales began to fall dramatically. “By 2009, it seemed to me that nothing in the world could save Stroydepo,” recalls Popelnyukhov. “And no one believed in his salvation then, including myself.”
In the summer of 2009, Kozhemyakin asked Popelnyukhov for advice; they went to stores in Noginsk and Kaluga. “Gregory then asked me: “What should I do?” And all I thought was that we needed to close this project cheaper,” recalls Arthur.
Kozhemyakin, who has five children, was just about to build new home and saved money. It didn’t work out - in order to save the company, he invested all the funds intended for buying a house in Stroydepo. “If Grigory had not done this, Stroydepo simply would not have existed,” says Popelnyukhov. “At a critical moment, he is able to put everything on the line.”
Kozhemyakin fired several key managers, including the general director, and personally managed the chain for a year - adjusting pricing, re-building relationships with suppliers in order to return to the discounter format. The number of suppliers increased from 190 to 250. To force partners to fulfill contracts on time, penalties were applied. They changed marketing - they changed the agency, they started publishing an advertising newspaper following the example of OBI.
One of former employees“Stroydepo” recalls that this strategy quickly began to bear fruit: “We began to sell as many screwdrivers in an hour as we usually do in a month.” According to Mikhail Burmistrov, in 2011 the DIY market grew by 20.3% (compared to 2010), and Stroydepo’s turnover increased by more than 45%, to 2.1 billion rubles.
There are currently 14 stores in the chain. By 2014, revenue reached 4.5 billion rubles. with a profit of 18.6 million. And since then it has stopped growing - the fall in demand affected it. The company makes a small profit, but it will take Kozhemyakin decades to return the investment. “Right now they lack purchasing power and trade volume. They spent too much time searching for a format, and when they found it, they experimented for too long,” Popelnyukhov believes.
The attempt to “leave Leroy” also ultimately failed: main competitor seems to be pursuing the chain by opening stores in small towns. For example, today Stroydepo intersects with Leroy Merlin in Tula. In 2017, Leroy announced the opening of 13 to 20 stores, including in cities where the Kozhemyakin chain operates.
One of Hottabych’s former employees, who wished to remain anonymous, described Kozhemyakin as a “very stubborn person: even if everything around him collapses, he will still crawl forward with his last strength.” At Kozhemyakin's new idea fix - in 2017 he plans to turn Stroydepo into the Samodelkin Repair School.
Stress-free renovation
“When you want to change something in life, people pay money and enjoy it, but not in the case of renovation,” says Kozhemyakin. — When you start repairs, prepare for war: with your family, with your workers, with your foreman. Our goal is to help people renovate without stress.”
The idea is this: people come to construction stores not so much for goods, but for the help of specialists. Therefore, salespeople at Samodelkin must become renovation experts - their task is to help with design, calculation of estimates, and selection of materials. The offline store should become part of an interactive platform with a representative office in social networks— Kozhemyakin wants to create a club for people who are passionate about repairs. “Even our accountants must understand repairs. Everyone in our company is passionate about this,” says Kozhemyakin. Now such a site is being tested in Tula.
The trouble is that Leroy Merlin is stepping on toes in this direction too. In stores in Rostov, Kazan and Ufa, Leroy has already launched “Repair Schools”: in specially equipped rooms, those interested are shown how to properly glue wallpaper, lay tiles and pour self-leveling floors. Master classes and practical exercises. In parallel, last summer Leroy hosted family quests “The Price of Repairs”. The project was in demand; in a couple of months, more than 488 people completed the quest, say representatives of Leroy Merlin.
Leroy and I have different concepts, says Kozhemyakin: “Our client may not know what exactly he wants - he thinks that he came to the store for tiles, but in fact he needs not only tiles, but also garbage bags, plaster, gloves, broom and dustpan. And also a repairman and designer. When you buy tiles, think about the rest too. This is the manner in which we will work.”
“The idea is not bad,” admits Igor Kolynin, marketing director of STD Petrovich. - But there are risks. Projects that create a new type of demand usually take off when there is a very large audience. If you have relatively small business, such tools are quite difficult to use. People come to a hardware store, oddly enough, to buy building materials. And not to participate in intriguing experiments.” Artur Popelnyukhov is convinced that his ex-partner chose correct format: “Repair School” is a 100% hit on the market.”
Experiments are an expensive pleasure. Kozhemyakin plans to invest about another 10 million rubles in the development of the Samodelkin format: money is needed to change signs, advertising campaign, development of training methods, personnel training, transformation of stores into a new format.
In total, over ten years, Kozhemyakin invested almost $40 million in Stroydepo. He doesn’t even think about when he will be able to return it. Together with Popelnyukhov, in Vidnoye near Moscow, he registered Golden Jasmine LLC, whose revenue, according to SPARK, in 2015 amounted to 199 million rubles, net profit 35 million rubles.
At the same time, the renovation guru has still not acquired personal property and rents a house, and invests his free funds in his education, receiving, for example, an MBA at the Skolkovo business school. In 2015, he bought stakes in two Israeli technology startups working in the field of Big Data.
“Didn’t I put all my money on the line? - Kozhemyakin asks, quickly takes out his wallet and looks into it. “No, it seems like it’s still there.”
Good evening! I’ve been using these services for about a month now. We started renovating our apartment and our workers told us where we could order materials. I am satisfied with almost everything, but there is one big minus, it is communication with my clients. So we called for direct contact, a man with an unpleasant accent answered the phone, and we discussed the delivery time of the material for the next day. Delivery was late according to schedule... Good evening! I’ve been using these services for about a month now. We started renovating our apartment and our workers told us where we could order materials. I am satisfied with almost everything, but there is one big minus, it is communication with my clients. So we called for direct contact, a man with an unpleasant accent answered the phone, and we discussed the delivery time of the material for the next day. According to the schedule, the delivery was late and I decided to call and ask why they hadn’t arrived yet, I received a rude answer and they told me: don’t call anymore and delivery will be tomorrow! I was very unhappy with such a careless attitude! The next day another manager called me back, absolutely adequate and polite compared to the previous one: he told me that delivery would be within an hour! The delivery actually arrived on time. Their material is good and the price is reasonable. But there is one big request, reconsider your staff! Thank you for your attention.
I had my eye on this chain for myself back in 2010 - do the math for yourself, I’ve been trusting this chain of stores for 8 years now. Large selection of products for every taste... I am a builder, so I know a lot about quality building materials and where it is best to buy them. When owners ask where they should buy for renovations, I recommend the retail chain of hypermarkets Stroydepo and finishing materials.
I had my eye on this chain for myself back in 2010 - do the math for yourself, I’ve been trusting this chain of stores for 8 years now. A large selection of goods for every taste (even the most sophisticated) and budget.
Advantages:
Flaws:
- Fuck it
Advantages:
- Large selection, low prices
Flaws:
- Just a complete waste of staff
Advantages:
- Opening hours: 8 a.m. to 10 p.m.
Flaws:
- Prices, service, queues at the cash registers
Advantages:
- None
Flaws:
- Around and around....
Advantages:
- Large selection of products
Flaws:
- It is very difficult to find an assistant. There are few employees at the hypermarket.
Trying to get management contacts... The prices on the website are nonsense. In reality, prices are noticeably higher.
Why, is this a rule and can this happen?
- no one can explain either in the store or on the hotline.
"Hotline"no contact information doesn't give at all.
It can only connect you to a specific store and duplicate information that is already easily available on the website.
An attempt to get management contacts is met with a blunt and deaf line of defense:
“We don’t give any contacts. We can switch you to a specific store.
We don’t know what they’re doing in a particular store, at what prices they sell there.”
This is the answer for a large online seller.
In general, a typical scam.
We wanted to buy doors today at Stroydepo on Lenina - pay for two doors - we found out that the delivery did not show the goods - we asked to show the doors right away to us in the store - WHAT they yapped at us - the cart is there - go and unpack it yourself and look!!! The seller is a woman with a tattoo on She told her hand that she doesn’t care how we do it - no one will show us the doors!! They took the money and left!! ((( Review of STROYDEPO atI have a whole collection of such photos. (the smell of rotten primer can be felt a mile away)
VETONIT plaster is expired (they disgraced the brand)
The staff is never there, you have to run around and look. (They don’t give me a discount for this).
Disgusting attitude at the information desk. (not RUSSIAN, you see) Read review For more than 10 years, I have not lived in Tambov, but after moving around construction stores hometown I was shocked by the lack of goods and the meager assortment and service. On July 12, 2016, my husband and I came to the store to buy tiles, spent 30 minutes trying to find an employee of the department, the employee, or rather an employee named Lyudmila, turned out to be more than a strange employee , without understanding the reason for her call to the department (in other stores, for example across the road, the Master, an employee assigned to the department is in the department), considered it necessary to start a conversation in a raised voice with the customers, then began to throw tiles from side to side, continuing to scream. The store administration also behaved strangely, did not interfere in what was happening, and the employee with the wonderful name Lyudmila also continued to strain her vocal cords. Having asked for a book of complaints, which turned out to be almost new, it contained 3 complaints in 1 day, 2 of which were for beautiful Lyudmila. There was a clear impression that the administration of the ZAO Stroy Depot Tambov store was doing everything possible so that the buyer would bypass this store a mile away. You can’t wait for the department employees, and if they come, it turns out that they are working without any training, specifically talking about the tiles and the department plumbing, delivery, not only is it expensive, and you have to wait not at all as much as was agreed upon earlier (the cargo taxi 703703 works well, I gave the parameters of the car, they found it in about 30 minutes, and what else I really liked was the service of the loaders, a very big plus) Hotline works for jackdaws. The only plus of the store is the self-service system. Otherwise, this is a store that I will never return to. Review of STROYDEPO at We arrived at Depo-Stroy. We picked up what we wanted and used the Delivery Services and in vain.... We paid for everything, went out to smoke and, out of curiosity, approached the guys from GR-taxi for comparison, asked the price and were SHOCKED at as much as 1.5 tons\ r. More. There is no way back. So they took us for 4500 to Safonov, but it was possible to take us for 3. AFTER READING REVIEWS ON THE CONSTRUCTION DEPO NETWORK, I WAS EXTREMELY SURPRISED BY THE INCOMPETENCE OF BUYERS' COLLEAGUES IN ASSESSING THE NEEDS, AND THEIR OWN NEEDS! Well, IF I NEED THIS OR THAT PRODUCT AND I AM SURE THAT IT IS RIGHT HERE. THEN IT WILL NOT BE DIFFICULT FOR ME TO UNDERSTAND THE LAYOUT PLANNING, AND IT IS ENOUGH LOGICAL, AND AS A RESULT TO BUY THE NECESSARY PRODUCT. BEING IN COUNTRIES WHICH DO NOT SPEAK ENGLISH... AFTER READING REVIEWS ON THE CONSTRUCTION DEPO NETWORK, I WAS EXTREMELY SURPRISED BY THE INCOMPETENCE OF BUYERS' COLLEAGUES IN ASSESSING THE NEEDS, AND THEIR OWN NEEDS! Well, IF I NEED THIS OR THAT PRODUCT AND I AM SURE THAT IT IS RIGHT HERE. THEN IT WILL NOT BE DIFFICULT FOR ME TO UNDERSTAND THE LAYOUT PLANNING, AND IT IS ENOUGH LOGICAL, AND AS A RESULT TO BUY THE NECESSARY PRODUCT. BEING IN COUNTRIES WHICH DON'T SPEAK ENGLISH AND MUCH MORE RUSSIAN - NO ONE LEFT HUNGRY AND COLD... PEOPLE PAY MONEY FOR THE QUEST... AND IF SERIOUSLY, THE STORE STROYDEPO IS ORIENTED ON THE BUYER WHO IS DEFINED I HAVE A CHOICE AND DON'T NEED IN CONSULTATION ON THE USE OF MATERIALS, EXCEPT FOR NEW PRODUCTS. Today my husband and I went to the Stroydepo store in Kaluga on the street. Boldin and were very disappointed, we are building a gazebo in our country house, and we wanted to buy all the material from this store. We arrived at the warehouse, it was very difficult to understand where the goods we needed were located, we went to the checkout and asked for help. They refused us, saying that there was only one employee working, they sent us to look for the one we needed... Today my husband and I went to the Stroydepo store in Kaluga on the street. Boldin and were very disappointed, we are building a gazebo in our country house, and we wanted to buy all the material from this store. We arrived at the warehouse, it was very difficult to understand where the goods we needed were located, we went to the checkout and asked for help. They refused us, saying that there was only one employee working, and they sent us to look for the goods we needed. Having gone through the entire warehouse, we found only two things from our list. We approached the employee and asked to find the remaining goods, to which he “politely” refused, making it clear that he had no time. We were very disappointed, we left without buying anything, and we will not return to this store again. We bought a grinding machine at the store. When we arrived at the dacha (on the same day) we decided to try the tool in action. The machine turned out to be defective, not a single button works. I had to go back to the store. They returned our money without question, they even have a special department called GOODS RETURN. It looks like they are trading knowing in advance that the instrument is marriageable. I am very sorry for the wasted day off and nerves. I definitely won’t go here again, even for galoshes.
goods for repair and construction work
ALL STORES ARE CLOSED
New companies are constantly appearing on the building materials market that offer building materials needed both construction companies, and to private individuals for carrying out construction work. At the same time, along with market newcomers, there are also old-timers who have been operating for more than one year. Stroydepo can undoubtedly be included among such companies.
This federal network hypermarkets where you can purchase construction and finishing materials. The products offered in Stroydepo hypermarkets are aimed at categories of people who carry out repairs themselves, as well as those who need high-quality materials for repair work.
Today “Stroydepo” is a DIY hypermarket, the total area of each is 5,500 sq. m. m. In each store of the company there are more than 12,000 product items.
The Stroydepo company was created in 2006 and in subsequent years it developed at an active pace, resulting in the appearance of 6 hypermarkets in the Russian cities of the Central region: Izhevsk, Tambov, Tula, Yaroslavl, Stary Oskol, Kostroma. During its existence, the number of customers who made purchases in Stroydepo hypermarkets exceeded 1 million people. In the future, the company plans to open 3 more stores in Russian cities.
The company is constantly improving its activities so that a large number of customers choose Stroydepo hypermarkets as their supplier of goods for construction and repair. In particular, it offers low prices for its products, which for many consumers is the primary and decisive factor when choosing a store. The presence of additional volume of goods in the warehouse makes it possible to ensure their stable presence on the shelves of Stroydepo stores.
Stores operate a simple shopping mechanism, which involves the buyer selecting a product, delivering it to the cash register and paying. This allows the consumer to choose what he needs - this reduces the time for the purchase process itself. The Stroydepo company works directly with the overwhelming number of suppliers of goods, which guarantees high quality and minimizes product returns. The company does not force visitors to pay rental costs or salaries for store staff. In Stroydepo stores you simply pay for the goods. It is precisely this principle in work that attracts large number customers who choose Stroydepo hypermarkets when they need to make repairs.
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