“The messenger” and “Euroset” will review the range

Network “Svyaznoi” and “Euroset” begin to buy small appliances (e.g., Hairdryers, irons, toasters) and goods for the home (for example, power tools) in the Internet retailer Enter, told RBC representatives of the companies. “The messenger” first start to trade commodities in these categories and create a special section in its online store. “Euroset” at the expense of cooperation with Enter will expand the existing range. Commercial terms of cooperation not disclosed.

After the completion of the pilot phase of the project the range of “Coherent” might increase from 12 thousand to about 18-20 thousand of SKUs (about 20 thousand of SKUs today in the online stores of such major sellers of electronics and home appliances, as “M. Video” and “Eldorado” — approx. RBC), the company representative said Maria Zaikina. According to her, in the long term expansion of the product range will increase the average frequency of purchase of the client to 4-5 per year — now it is about 2 purchases a year. A pilot project in the “Connected” will be launched during the month throughout Russia except Siberia and the Far East.

“Euroset” started selling the products from Enter through its online store after April 20. The network had previously sold appliances and home goods, now the company will expand their range, said the spokesperson Ulyana Smolskaya. The ratio of the number of items in electronics and other categories in the total assortment of the company does not disclose. Also in “Euroset” don’t talk about how much to increase the range of cooperation with Enter: the company now has in average 7-10 thousand kinds of products depending on the presence of city, season and other factors. The pilot project starts with Enter in the Moscow region after its completion (until September 2016) in “Euroset” a decision will be made about scaling to other regions, Smolskaya said.

Enter will only deliver goods to the warehouses of their new partners, for logistics to the buyer will be responsible for the service of “Coherent” and “Euroset”. Partners do not exclude that subsequently expanding the variety of goods. Enter works with more than 100 suppliers of small household appliances and goods for the home — it will provide “relevant market” prices, I hope the representatives of the companies. In the future expect to Enter to offer their services to expand the range and management companies in other sectors, RBC conveyed through the press service General Director Mikhail Rubin Enter.

In November 2015, the retailer Enter, owes suppliers more than 1 billion rubles., closed all of its offline stores, because of their unprofitability, leaving only online sales channel. In 2014, the Enter revenue amounted to 7.7 billion rubles, loss — 3.7 billion rubles, follows from base “SPARK-Interfax”. Data for 2015 was published. By own estimations of the company, its gross turnover in 2014 reached 9 billion rubles (22% more than in 2013). Cooperation with “Euroset” and “Coherent” “does not mean the closure of the project Enter”, said the representative of the company.

General shareholder

The retailer Enter and “Coherent” one shareholder — group Solvers Oleg Malis, brother of the President “Euroset” Alexander Malis. Enter was founded by the former owner of Svyaznoy group Maxim Nogotkov in 2011. In 2014, the entrepreneur was unable to pay off the loan from the ONEXIM group for $120 million of This debt was issued to the company’s Enter, Trellas (governance structure for “Coherent”) and other firms. Total debt Trellas and Enter before the PSB was 6.5 billion rubles In October 2015 Solvers purchased from PSB claims under the debt Trellas and Enter, and gained control of the retailer.