Meetup for amplification of Rendez-Vous's regional shoe enterprise

Hittin' the Pavement: Rendez-Vous Steps into the Franchise Game

Rendez-Vous, that kick-ass shoe store chain, has finally taken the plunge into the world of franchising. After operating independently since the '00s, opening a whopping 104 stores by spring 2025, they've decided to spread their wings, signing two franchise contracts already, with one in Yakutsk under their belt.

Know What's Poppin'In 2024, according to Fashion Retail, Rendez-Vous banked a revenue of 24 billion rubles, a 9% increase from 2023, although their net profit took a 42% dive to 0.7 billion rubles. Of most fashion retailers, it seems.

Till now, Rendez-Vous kept away from franchising, preferring to keep things in-house even when it came to store openings, says their marketing director, Ekaterina Seriakova. "But we've always been a do-it-yourself kinda bunch," she adds, with a hint of chipper pride.

However, this aversion to franchising is relatively common among non-food retailers, as big clothing retailers like Lime and networks such as "585 Zolotoy" and Adamas found out when they shut down their partnership programs, citing the need for stricter corporate standards.

Expansion on the HorizonRendez-Vous jumped on the franchise train due to a surge in online sales and the need for quick nationwide delivery. They've been beefing up their online store and even started offering products on marketplaces. But their challenge lay in reaching remote regions due to complex and expensive logistics. So, they decided to open their very first franchise store in Yakutsk where many orders were pouring in.

Looking ahead, they've got their sights set on the Far East, Sakhalin, Vladivostok, Makhachkala, and Vladikavkaz. Seriakova explains, "We wanted our partners to have a clear field, so our stores wouldn't compete with our own shops."

Scaling Up, Not OutRendez-Vous intends to use its partnership program as the primary means to scale its business. They're not planning on expanding their owned locations. Instead, they're focusing on refurbishing and revamping existing stores and beefing up their clothing assortment, which already accounts for up to 20% in some locales. But through franchising, they aim to open 10 locations this year and at least as many next year.

Developing the partnership program took about five months, claims Seriakova. Their goal was to give franchisees the freedom to manage their operations and make the franchise more adaptable. In return, franchisees won't have to pay an initial fee, royalties, or constant marketing fees. They'll need to invest in goods, rent, and trading equipment. Some contracts may even include the option for the company to buy back goods if things go south for the franchisee.

The Parent Company and Its PartnersThough Rendez-Vous has been making a name for itself as a footwear retailer, the partnership program won't restrict franchisees from participating in clothing sales. Prices in partner stores might differ from network stores due to logistics costs. Plus, franchisees will have the flexibility to hold their own discount campaigns and run loyalty programs.

The investment required for a store depends on the size, with projects larger than 120 sq.m under consideration at the moment. "Our investment is average for a footwear and clothing retailer, but more than what's needed to open a beauty salon," says Seriakova, without disclosing specific figures. Interested in the franchise? Turns out, there's quite a bit of buzz around it. But the company has strict selection criteria for partners and locations, she warns.

Franchising in the Fashion Retail Sector:Shoe stores, much like the rest of the fashion retail industry, face intense competition, significant costs, and a challenging market landscape, experts believe. According to Businessmens.ru, footwear franchise applications decreased by nearly 52% by the end of 2024, one of the anti-trends of the previous year. Clothing and footwear sales dropped by 12% in the first quarter of 2025 due to poor winter weather and reduced consumer demand. However, successful expansion relies on having a well-thought-out concept, unique selling proposition, and strict brand standards.

Rendez-Vous, having reported a revenue of 24 billion rubles in 2024, plans to continue its growth by expanding into new regions through franchising, starting with Yakutsk, as their first franchise store, and aiming to open 10 locations this year and at least as many next year.
The company, seeking to reach remote regions, has structured its franchise program to offer franchisees the freedom to manage their operations, with no initial fee, royalties, or constant marketing fees, requiring investment only in goods, rent, and trading equipment.
With a goal to cater to various lifestyles, Rendez-Vous's partnership program will allow franchisees to participate in both footwear and clothing sales, though prices at partner stores may differ due to logistics costs.
Despite the challenges faced by the footwear and fashion retail industry, such as intense competition and significant costs, the success of Rendez-Vous's expansion depends on having a well-thought-out concept, unique selling proposition, and strict brand standards, as illustrated by their strict criteria for partner selection and location.