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Adam Skrzypek, prezes Esotiq & Henderson. [secret] => scrtk0162de8a5905cec3904aca39adc09b78 [fb_savedforms_id] => 0 [slug] => [learn_about] => [conclusions] => [figures_text] => [figures_number] => [active] => 1 [sector_name] => moda [book_id] => [book_type] => [article_title_url] => esotiq-koncu-plusie [article_title_striped] => Esotiq w końcu na plusie [dir] => article [article_text_photo] =>

Franczyzodawca sieci sklepów z bielizną Esotiq póki co rok 2017 może zaliczyć do udanych. W pierwszych dziewięciu miesiącach spółce udało się znacznie poprawić wyniki finansowe. W rachunku zysków i strat wreszcie pojawiły się dodatnie kwoty: zysk operacyjny grupy wyniósł 1,1 mln zł przy przychodach na poziomie blisko 120 mln zł. W ubiegłym roku o tej porze firma raportowała stratę operacyjną w wysokości 4,3 mln zł, a obroty były o prawie 1/6 niższe. W trzecim kwartale Esotiqowi udało się też zanotować ponad 8-proc. wzrost sprzedaży w sklepach porównywalnych (bez uwzględnienia nowych otwarć). Jaki jest sekret lepszych wyników?
– Trzymamy koszty pod ścisłą kontrolą, zmniejszamy zapasy i poziom zadłużenia. Z kolei bardzo dobry wpływ na sprzedaż miało wprowadzenie nowych, coraz bardziej rentownych produktów, stopniowe rozszerzanie asortymentu o odzież i kosmetyki w salonach Esotiq oraz spersonalizowane akcje marketingowe – tłumaczy Adam Skrzypek, prezes Esotiq & Henderson.

Po trzecim kwartale sieć sprzedaży marki Esotiq w Polsce i zagranicą liczyła 281 salonów, czyli o pięć więcej niż przed rokiem. Sieć jest też obecna poza Polską: na Ukrainie i Białorusi działało 17 sklepów i trzy w Niemczech. Powierzchnia handlowa wzrosła o 1 proc. To dlatego, że istniejące punkty podlegają weryfikacji, a jeśli ich wyniki nie wydają się obiecujące – są zamykane.
– Wzrost może nie jest znaczący, ale najbardziej chodzi nam o jakość. Rezygnujemy z najmniej perspektywicznych lokalizacji, otwierając w zamian punkty w lepiej rokujących miejscach. Bardzo perspektywicznym kierunkiem rozwoju dla nas jest Europa Wschodnia. Tam sieć sprzedaży rośnie najszybciej. Do końca tego roku chcemy mieć tam 23 salony marki Esotiq i kolejne pieć w przyszłym roku. W październiku otworzyliśmy sklep franczyzowy w Kiszyniowie, stolicy Mołdawii. W Niemczech w tym roku zamierzamy otworzyć jeszcze jeden salon, by mieć ich cztery do końca tego kwartału i kolejne trzy w przyszłym roku – dodaje prezes Esotiq & Henderson.

Niezły wynik zanotowała też sprzedaż internetowa Esotiq. Przychody z tego kanału wzrosły w III kwartale ponad półtorakrotnie.

Sklepy Esotiq powstają na powierzchni 50-70 m2. Wykończenie franczyzowego lokalu wiąże się z wydatkiem na poziomie 700-800 zł za metr kwadratowy. Franczyzodawca przekazuje partnerom nieodpłatnie sprzęt komputerowy, pełne wyposażenie witryn, plakaty i inne materiały reklamowe. Mogą oni również liczyć na bieżące wsparcie w codziennej pracy. Franczyzodawca proponuje partnerom również inny koncept modowy – Femestage. Lokale pod tym szyldem są większe – ich powierzchnia sięga 120-150 m2. Koszt inwestycji związany z aranżacją salonu to ok. 2,5 tys. zł/m2. Obie sieci działają w modelu depozytowym. Franczyzobiorca nie ponosi kosztów zatowarowania, a co za tym idzie – również ryzyka związanego z niesprzedanym towarem. Może liczyć na prowizje w wysokości 35 proc.

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Grzegorz Morawski obserwuje i opisuje rynek pomysłów na biznes od 2009 roku. Jako dziennikarz portalu Franchising.pl i Własny Biznes Franchising opisuje tajniki współpracy we franczyzie, w każdym artykule starając się odpowiadać na nurtujące wszystkich przedsiębiorczych pytanie: jaki biznes się opłaca? Swoje zainteresowania rynkiem franczyzy rozwija w ramach studiów doktoranckich w Szkole Głównej Handlowej. Jest autorem publikacji naukowych z zarządzania systemami sieciowymi, a także współtwórcą Raportu o franczyzie PROFIT system. Jego felietony i komentarze można znaleźć również na jego profilu w serwisie Twitter oraz na portalu Natemat.pl.

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Adam Skrzypek, prezes Esotiq & Henderson. [path] => 2e0/a51/esotiq.jpg [class] => image-jpeg [mime] => image/jpeg [title] => [img_width] => 330 [img_height] => 330 [itemserver_id] => 35810 ) ) [article] => Array ( [0] => Array ( [pid] => 68426 [country_item] => pl [description] => Chodzi nam o jakość. Rezygnujemy z najmniej perspektywicznych lokalizacji, otwierając w zamian punkty w lepiej rokujących miejscach.
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Adam Skrzypek, prezes Esotiq & Henderson. [path] => 556/7af/esotiq_sklep.jpg [class] => image-jpeg [mime] => image/jpeg [title] => [img_width] => 400 [img_height] => 284 [itemserver_id] => 25187 ) ) [article_alt] => ) [images] => Array ( [0] => Array ( [pid] => 68426 [country_item] => pl [description] => Chodzi nam o jakość. Rezygnujemy z najmniej perspektywicznych lokalizacji, otwierając w zamian punkty w lepiej rokujących miejscach.
Adam Skrzypek, prezes Esotiq & Henderson. 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Esotiq w końcu na plusie

Gallery Image
1/1
06.12.2017

Odzieżowy franczyzodawca zamienił stratę na zyski. Sekret? Jasny plan, co robić z mniej obiecującymi sklepami…

Young Engineers fit for a Prince
00:00
03:42

Franczyzodawca sieci sklepów z bielizną Esotiq póki co rok 2017 może zaliczyć do udanych. W pierwszych dziewięciu miesiącach spółce udało się znacznie poprawić wyniki finansowe. W rachunku zysków i strat wreszcie pojawiły się dodatnie kwoty: zysk operacyjny grupy wyniósł 1,1 mln zł przy przychodach na poziomie blisko 120 mln zł. W ubiegłym roku o tej porze firma raportowała stratę operacyjną w wysokości 4,3 mln zł, a obroty były o prawie 1/6 niższe. W trzecim kwartale Esotiqowi udało się też zanotować ponad 8-proc. wzrost sprzedaży w sklepach porównywalnych (bez uwzględnienia nowych otwarć). Jaki jest sekret lepszych wyników?
– Trzymamy koszty pod ścisłą kontrolą, zmniejszamy zapasy i poziom zadłużenia. Z kolei bardzo dobry wpływ na sprzedaż miało wprowadzenie nowych, coraz bardziej rentownych produktów, stopniowe rozszerzanie asortymentu o odzież i kosmetyki w salonach Esotiq oraz spersonalizowane akcje marketingowe – tłumaczy Adam Skrzypek, prezes Esotiq & Henderson.

Po trzecim kwartale sieć sprzedaży marki Esotiq w Polsce i zagranicą liczyła 281 salonów, czyli o pięć więcej niż przed rokiem. Sieć jest też obecna poza Polską: na Ukrainie i Białorusi działało 17 sklepów i trzy w Niemczech. Powierzchnia handlowa wzrosła o 1 proc. To dlatego, że istniejące punkty podlegają weryfikacji, a jeśli ich wyniki nie wydają się obiecujące – są zamykane.
– Wzrost może nie jest znaczący, ale najbardziej chodzi nam o jakość. Rezygnujemy z najmniej perspektywicznych lokalizacji, otwierając w zamian punkty w lepiej rokujących miejscach. Bardzo perspektywicznym kierunkiem rozwoju dla nas jest Europa Wschodnia. Tam sieć sprzedaży rośnie najszybciej. Do końca tego roku chcemy mieć tam 23 salony marki Esotiq i kolejne pieć w przyszłym roku. W październiku otworzyliśmy sklep franczyzowy w Kiszyniowie, stolicy Mołdawii. W Niemczech w tym roku zamierzamy otworzyć jeszcze jeden salon, by mieć ich cztery do końca tego kwartału i kolejne trzy w przyszłym roku – dodaje prezes Esotiq & Henderson.

Niezły wynik zanotowała też sprzedaż internetowa Esotiq. Przychody z tego kanału wzrosły w III kwartale ponad półtorakrotnie.

Sklepy Esotiq powstają na powierzchni 50-70 m2. Wykończenie franczyzowego lokalu wiąże się z wydatkiem na poziomie 700-800 zł za metr kwadratowy. Franczyzodawca przekazuje partnerom nieodpłatnie sprzęt komputerowy, pełne wyposażenie witryn, plakaty i inne materiały reklamowe. Mogą oni również liczyć na bieżące wsparcie w codziennej pracy. Franczyzodawca proponuje partnerom również inny koncept modowy – Femestage. Lokale pod tym szyldem są większe – ich powierzchnia sięga 120-150 m2. Koszt inwestycji związany z aranżacją salonu to ok. 2,5 tys. zł/m2. Obie sieci działają w modelu depozytowym. Franczyzobiorca nie ponosi kosztów zatowarowania, a co za tym idzie – również ryzyka związanego z niesprzedanym towarem. Może liczyć na prowizje w wysokości 35 proc.

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