Alexey Shapin: the LEL shoes are a brand that Russian children and their parents know and love
The LEL shoe factory from Kirov is celebrating its 25th anniversary this year! It is an important date for the company and an opportunity to sum up the interim results. Alexey Shapin, Executive Director at LEL, talked to us about how the company had changed over a quarter of a century and what the main events had happened lately.
“It so happened that we started manufacturing children's shoes in 1997. Since 2006, we have also started to make work shoes and special shoes. Today, the LEL factory is one of the five Russian manufacturers who make shoes here in Russia and sell them all over the country. I wouldn't say that we are the only ones. There is also a company, very respected, with a century-old history, which makes two types of footwear: both civilian and work shoes. There are no other such factories in Russia. The year our factory opened, we had 36 employees working on leased premises and leased equipment. Today, we have 700 employees, and we have our own factories, over 15,000 square metres, and we sell all over Russia and abroad.”
Alexey, what do you see as the success of your company? Is it in the demand for your products, in the professionalism of your employees, or in the right strategy?
“The great feature of our staff is that at the time the company was founded, they were the best specialists, who became the cornerstone of our current professional close-knit team, which we have been raising, training and cherishing for 25 years. Now, in my opinion, they are the best shoemakers working in the Russian market. With such a team, all strategies become a planned work to achieve the set goals.
“And, of course, one of the main success factors is that we make quality products at an adequate price. Footwear for children and especially teenagers is traditionally in high demand. A range of sizes from 19 to 44 and a well-thought-out product range allow parents to choose the right corrective leather shoes for their children, from their first steps all the way to graduation. At the same time, the up-to-date design and interesting designs also make our models attractive for much older children and their parents.
Photo: the LEL shoes factory, Kirov “Summer sandals, canvas shoes, walking trainers, school shoes, autumn shoes with fleece and real winter shoes with natural fur have been popular for a quarter of a century. We receive great feedback from our customers and always pass it on to the team. The SHOESLEL footwear takes a worthy place in the Russian market of children's footwear. Its buyers care about their child's growth and development as much as we care for it. By the way, our children (and now our grandchildren) wear SHOESLEL.”
What are the most effective sales channels today? What channels of communication and brand promotion do you use, how do you get customer feedback, and how do you work with it?
“SHOESLEL products are now represented on all the leading marketplaces in Russia. We find customers through wholesalers. We are also successfully developing our retail business. Our branded online shop is gaining momentum, and just a few days ago we launched our first showroom. Thanks to all these channels, we receive prompt feedback from end buyers, and get suggestions and comments to work much faster. We actively use social media, highlight new collections, post video reviews, hold surveys and competitions, and share interesting information about the shoe market and changes in legislation.”
Has the company been affected by the logistics and supply problems that arose this spring? How did you solve them?
“There are no Russian-made machines in our factory today. All the equipment is imported. So we solve issues with kitting and current repairs as they come in, and in this respect we are no different from our colleagues.”
What are the company's plans for the near future? What do you plan to show this autumn at CJF – Child and Junior Fashion?
“This year, despite the current events, we have not adjusted our plans. We plan to make about 700,000 pairs of shoes a year. We are trying to supply our production with materials based on the new realities of life. We are adhering to what we started 25 years ago: footwear made of genuine leather, Russian and foreign suppliers. Time shows that there are buyers for these goods. We need to make high-quality products, in our case shoes, and raise the prestige of the profession so that the consumer understands that high-quality shoes can be made in Russia. And we know how to do it. We invite all professionals in children's fashion to come to our stand to see for themselves!”