The operating director of MVM my home told why they open stores in cities that are under constant attack, what are the advantages of the shop-in-shop format in collaboration with Silpo, how the staff are taught, are rapidly developing and set ambitious plans.
MVM my home is a young Ukrainian brand of household goods, which has 20 stores across the country, opened over the past three years, and continues to grow rapidly. The network believes that a home is not just a place of residence, but a space where everyone can feel comfortable and protected, so every visitor is a guest. Operations Director Ivan Khristyuk, in an interview with RAU, spoke about the criteria by which locations for new openings are selected, about problems with staff shortages and logistics, and shared his ambitious plans for the current year.
About discoveries, locations and assortment
— By what criteria do you choose cities and shopping centers to open new stores?
— The process of selecting new locations for our stores is based on several key criteria. First, we analyze city data: population, transport accessibility, availability of parking spaces, as well as traffic, general condition and popularity of shopping centers.
Secondly, we prefer modern shopping centers and shopping centers with good traffic and a high level of service. It is also important that the shopping center has an attractive design and is well known among local residents.
Thirdly, we take into account online orders, conduct a survey on the website and listen to the wishes of our customers.
— Which stores in the shopping center would you like to be in proximity to?
“We strive to locate our stores next to well-known brands that attract a large number of visitors. These could be electronics stores, fashion stores or supermarkets. Neighborhood with such tenants helps to increase the flow of guests and has a positive impact on our sales.
— What is the average area of stores and what floor in shopping centers do you most often choose?
— The average area of our stores is about 250 square meters. m. This allows us to provide a wide range of products and create a comfortable space for our guests.
We usually prefer the first floor of a shopping center; as a rule, it has high traffic. However, we are flexible, so if the second floor has a convenient location, we will consider opening it as well.
— MVM my home stores have a white design. Why did you choose such a universal color?
“Indeed, we chose the white design of the stores because of its versatility and ability to create a feeling of space and cleanliness. White color is an excellent background for our products, allowing them to stand out on the shelves. In addition, it is associated with modernity and elegance, which is consistent with our brand.
Natural wood furniture creates a warm and cozy atmosphere, and another important part of our interiors are large presentation tables, where our guests can get a closer look at the products, see them in action and receive professional advice from our employees. This allows you to create a comfortable and interactive shopping environment that promotes enjoyable and efficient interactions.
— How many SKUs are presented in stores and is the assortment at all points the same or different?
— The number of SKUs in our stores is usually more than 4,000 units. And the assortment at all points is basically the same. However, we also take into account local needs and preferences, so there may be some differences depending on the store in a particular city.
— How many SKUs are there in the online store?
— Now the online store has approximately the same number of SKUs as the offline stores. However, right now its range is actively expanding, because we are adding new products, collections and promotional offers. For us, online is not only our website, but almost all Ukrainian marketplaces on which our brand is successfully represented.
— Now MVM my home stores are opening in shopping centers across the country, but are you considering street retail in the future?
— Of course, we are considering the possibility of entering street retail. Street stores can become an important addition to our network in shopping centers and shopping centers, especially in central areas of cities.
— The chain has two stores in Kharkov – in the Dafi shopping center and in the Nikolsky shopping center, which were hit by Russian missiles. Why, despite the danger, do you decide to open in cities that are under constant shelling?
“Opening stores in cities that are under constant threat of shelling is a difficult decision that we make with great responsibility. Our customers deserve the ability to buy the products they need for their homes, no matter the circumstances. In addition, we strive to create jobs, because this is very important in such difficult times for the country.
I would also like to note that the safety of our employees and guests is always our priority, so we follow all the necessary safety measures and constantly monitor the situation.
— How do frequent and prolonged alarms affect revenue in stores in Kharkov?
— People are often forced to stay at home or in bomb shelters, which reduces the number of visitors to stores. However, we are trying to adapt to new realities, in particular through the development of online sales and delivery. This allows us to maintain contact with customers and supply them with the goods they need, even in times of danger.
— You have a shop-in-shop format, implemented together with the Silpo network. Who was the initiator of this collaboration?
— The initiative for collaboration came from Silpo. We really liked this idea, and we quickly brought it to life.
Everyone has benefited: now Silpo has the opportunity to offer its guests a wider variety of household products that are closely related to food products, and for us this means an expansion of the sales market, increased recognition and an overall interesting experience.
This is our first experience in implementing such a format, however, I note that MVM my home has long been cooperating with such networks as Epicenter, Nova Line, Oldi, Megamarket, Tavria V and many others.
— Tell us more about the advantages of this format for the MVM my home network.
— Firstly, this allows us to be closer to our customers, since Silpo stores are visited by a large number of people every day. Secondly, this format provides us with favorable conditions for placement and cooperation. Thirdly, it allows us to expand our presence in the market and provide customers with high-quality goods.
— How many similar formats are open now?
— In the capital’s shopping center Lavina Mall, shopping center Arcadia, and soon there will be another opening in the RayON shopping center. Taking into account all the advantages of this format, we plan to further develop this area.
— During a war, the network actively increases in quantity. What contributed to this?
— Now there are already 20 stores operating throughout the country; recently they opened stores in Kyiv in the Smart Plaza Polytech shopping center and in Odessa in the City Center shopping center.
One of the key factors that contributed to the rapid expansion of our network is our team with great ambitions, as well as the lack of stores of our format on the market where you can purchase high-quality and useful products for home improvement: kitchen, bathroom, living room, wardrobe and bedroom.
— Has the full-scale war in Ukraine changed the vector of your development?
– No, the full-scale invasion did not change our development strategy. Despite everything, Ukrainians continue to live, rebuild their homes, and create their own unique homes. Our mission is to help them make their home comfortable and cosy, regardless of geography. So we are opening equally in both the east and the west of Ukraine. We are planning to open stores in Dnipro, Ivano-Frankivsk, etc. soon.
— What is the average bill offline and online?
— The average bill in our offline stores is about 800 hryvnia, while online it is slightly higher – about 1200 hryvnia. This is because online shoppers are more likely to place larger orders to take advantage of shipping benefits.
Offline shopping allows customers to directly see and touch the product, which is important for many when choosing decorative items and tableware. In addition, in physical stores, our consultants can provide assistance and advice.
And online shopping means convenience and flexibility. They can be done at any time without leaving home. The online store allows us to offer a wider range of products and promotions that may not be available in physical stores.
— Now almost all retail has a problem with a shortage of personnel. Is there such a problem in the MVM my home network?
— Now there are more than 100 employees in the MVM my home network, and this is just the beginning, because we are rapidly growing quantitatively. However, in the Ukrainian labor market we are no exception and also have a shortage of workers and sales workers. That is why we attract everyone who is ready and willing to work, from students to retirees and veterans. We do not look at age or gender, but create all possible conditions for high-quality, comfortable work.
We operate the MVM Academy, where you can obtain basic knowledge and skills for a specific profession in the company, as well as constantly develop through combined training programs.
However, I would like to note that we are definitely lucky in one thing – we have a team of top managers who work harmoniously and in a modern way, we understand each other perfectly.
— Do your salespeople undergo training, because everything is so beautifully arranged in the stores – without going overboard and very tastefully?
— Yes, our sellers undergo mandatory training, which contains both theoretical and practical aspects. We place great emphasis on ensuring our employees have product knowledge, visual merchandising principles and customer service standards. This allows you to create a pleasant atmosphere in stores and provide high quality service.
We understand that well-trained personnel are the key to the success of our company. This helps us not only meet our clients' needs, but also exceed their expectations.
— Do you have any problems with logistics now?
— We, like many other companies, are faced with certain problems in logistics due to the current situation in the country. Disruptions in transport routes, increased transportation risks and security restrictions affect the timely delivery of goods. However, we are actively working to minimize these impacts. We have our own transport, we cooperate with reliable logistics partners, we develop alternative delivery routes and do everything possible to provide our customers with the necessary goods on time.
— Were you able to achieve the plans that you set for the network in 2023?
— 2023 turned out to be a challenge for us, but we were able to achieve most of our goals. If we talk about quantitative indicators, we opened more stores than planned and expanded the range of products based on the wishes of our guests. However, some projects that were planned to be completed in 2023 had to be postponed to 2024 due to the unstable situation. For example, the opening of some stores in the eastern regions was delayed due to security risks. At the same time, we continue to work on these projects and are confident that we will be able to implement them in the near future.
— What are you planning for this year?
— This year our plans are as follows:
- Launch of new collections. In the second half of this year, we plan to present several new textile and decor collections, inspired by the latest trends in the world of interior design. Particular attention will be paid to environmentally friendly and innovative materials. We will add new types of cookware and kitchenware to our line, designed for maximum convenience and aesthetic satisfaction of our guests.
- Strengthening your online presence. We are changing our online store. This year it will feature a modern design and easy navigation, allowing customers to easily find and order products. And over time, interactive functions will be introduced, such as: a virtual tour of the catalog and the ability to select products for the interior. We are also already increasing our presence on social networks in order to be closer to our customers, share inspiring ideas and suggestions, and quickly respond to questions and comments.
- Expansion of geographical presence. Every month we open new stores and are already moving ahead of schedule, so expect the opening of MVM my home in several more cities of Ukraine.
- Service improvement. We have already begun to actively collect and analyze feedback from our guests in order to respond to their needs in a timely manner and offer the best solutions. Launching a loyalty program and special offers for regular customers will help us strengthen our relationship with them and encourage their loyalty to our brand.
Therefore, today we are confident that the implementation of these ambitious plans will allow MVM my home to strengthen its position in the market, becoming a symbol of quality, comfort and care for everyone. We welcome every opportunity to delight our guests with new products and solutions for their homes!
