Network Kira Plastinina has refused international expansion because of the crisis

That chain of stores Kira Plastinina was replaced by the CEO, refusing the services of Jan Heere, one of the main tasks of which was international expansion of the brand, said on Wednesday the newspaper “Kommersant”.

With reference to the data “SPARK-Interfax” the publication writes that Jan Heere has ceased to be a Director of the company “Kira Plastinina Style” (brands Kira Plastinina and Lublu) in the fall of 2015. After this post went to Olga Ufimkin, which, together with its major shareholder Sergey-Plastinina is one of the founders of the charitable Foundation by name of Mary Magdalene. In early February, a new CEO was Kira Nikitin, who previously served as Director of personnel and Director of “Kira Plastinina Design” (the wholesale division of the retailer).

The publication notes that before joining “KP Style” Jan Heere Director of international development at Marks & Spencer, and head of the Russian office of the company Inditex (Zara develops, Bershka, etc.). One of the main tasks that were placed before the Manager, was international expansion of the brand Kira Plastinina, mostly in developing countries.

As said the publication of Nikitin’s, the crisis had to abandon international expansion. “It was a mutual decision of the top Manager and shareholder”, — quotes the edition of its word.

She clarified that the new Kira Plastinina strategy implies the optimization of costs, including by reducing administrative costs and closing inefficient stores. Before joining the Heer, the network consisted of 279 stores Kira Plastinina in seven countries, 56 Lublu boutiques in 16 countries. At the end of 2015 remained 188 stores, of whom 66 worked in franchising. According to Nikitina, the company now intends to increase the number of franchised stores and to carry out the substitution.

“Until 2014 only 15-20% of our goods we were down in the country, by the autumn plan in most categories completely switch to Russian production, and only a few types of products, such as jeans and t-shirts, we will supply from abroad”, — she told.