Luxury & Fashion

Dec 1, 2014

Strategy for Success

Due to its own distribution network Vitebsk-based company Belwest has become one of the footwear sales leaders on the post-Soviet era.


In his annual State of the Nation Address to the Belarusian People and the National Assembly of Belarus the President said: "Having ensured quite a high level of development of the economy, and having learnt how to produce competitive goods, we still have not mastered the art of intelligent trade".

That is why one of the main goals of the national manufacturers is to build up their own distribution networks in order to create added value, to promote brands and to establish direct contacts with consumers in Russia, Latvia, Lithuania and Ukraine. In Q1 2007 the company expanded sales by 12%. In many ways Belwest has achieved such success due to its own commodity distribution network which unites eight outlets and several wholesale representative offices in the Russian Federation and an affiliate in Riga with ten shops in the biggest Latvian cities. Belwest has also set up an extensive sales network in Belarus. According to Yuri Sumaneev, Belwest is in fact a trade and industrial holding company selling products through its distribution network Belwest General Director Yuri Sumaneev which in turn forms a stock of orders. Trading implies making profit, in other words, the offering range should quite big to meet the demands of the most discerning clients.

Every year Belwest exports up to 0.5 million pairs of shoes to Russia, Latvia, Lithuania and Ukraine. Belwest takes a cautious approach to the formation of its distribution network. First of all, the company targets a certain group of consumers, those who prefer high quality, comfortable and stylish footwear priced between $30 and $100. Belwest opens shops in the areas where its products are well-known due to dealers and wholesale customers.

Belwest commodity distribution network includes eight outlets and several wholesale representative offices in the Russian Federation and an affiliate in Riga featuring ten shops in the biggest Latvian cities.

Creation of a distribution network is a rather costly enterprise. A manufacturer's outlet store means special interior design, high quality and up-to-date trading equipment and highly skilled personnel. Being a popular trade-mark, Belwest encounters the same problems as other companies, namely the problems connected with the buying or leasing of shopping space, among others.

Nobody offers any discounts and privileges. On average, the company spends over $500 thousand to open one store. All Belwest outlets sell footwear under Belwest trademark only. And the choice should be really wide to generate profit. To completely satisfy the demand, the company's stocks 20 times more footwear than is displayed for sale in shops. This in turn requires big current assets.

Every year Belwest funnels between BYR 3 billion to BYR 5 billion into production development, with one third of the funds being utilized to extend the distribution network.

Belwest enjoys good exposure in Russia, where it works with trading companies who build up big retail networks and often use Belwest brand for advertising purposes. Such retail networks offer footwear made by Belwest and other companies.

"Building brand awareness is crucial for success in business," Yuri Sumaneyev continues. "Belwest invests big in advertising campaigns; in 2006 the expenditures amounted to Br250 million," he said. Belwest trademark emerged almost 20 years ago to grow into a specimen of quality, immaculate taste and high standards in footwear.

Belwest has been focusing on quality, putting clients first. The company invests heavily into upgrade of its production.

More Articles


  • dot-watch-8-1


    Apr 1, 2017


    For those who are reading, this moment, this magazine, it is a normal exercise which doesn't require any special effort than, apparently, keeping the eyes open in order to decode graphically the letters assembling them into words.


  • 01-Galop-DHermes.nocrop.w710.h2147483647.2x

    Luxury & Fashion

    Jul 1, 2017


    The new women's perfume bottle of iconic Galop d'Hermès is inspired by the original, from 1930, for the opening of the first Hermès store in New York, United States. Let's go back almost one century.

  • quinoa

    Helthcare & Wellness

    Apr 1, 2017


    The Inca Empire was the largest and longest in South America pre-Hispanic era, spreading along the Pacific Ocean coast since southwestern Colombia, Ecuador, Peru, Bolivia, Chile and Argentina, between the years 1438 up to 1533 A.D....

  • 912d9143bd63a2b40a0d28f3929fe883

    Culture & Art

    May 1, 2017


    Passionate about the natural history, fauna and flora of his beloved places, Africa and Oceania, Gordon Pembridge, is a master at the art of carving out Mother Nature. From trunks of wood are born true works of art, accessible only...

  • cowrok

    Business & Industry

    Sep 19, 2018


    "During the last 20 years, the work paradigm has suffered enormous and radical changes, as result of multiple structural, economic, technological and social phenomena. And so, today, our relation with our work is nothing like...

  • 572e1220696469.5631227a8514a

    Mechanics & Locomotion

    Mar 1, 2017


    The United States of America (USA), the country where the number of people who saw amputees one of their members amounted to two million, is the same country that now offers the market a pioneering prosthetic technology that will...

  • sbg

    Business & Industry

    Jun 1, 2016


    At 4, 8 or 16 years old, doesn´t matter the age, it is never too early or too late to embrace the world of business. An increasing number of entrepreneurial children is building the World and invoicing as big people do. On behalf...

  • Administrative building

    Culture & Art

    Jan 1, 2015

    Top Medical Care

    St Petersburg State I.P. Pavlov Medical University is one of the leading Medical Schools in Russia. It was founded 110 years ago in 1897 as the first Russian Medical Institute for Women. For more than 60 years the University was known...

  • Myprotein


    Sep 1, 2015

    Fit for Strong

    Established in 2004, Myprotein® is Europe's leading online sports nutrition brand. The company has grown rapidly from day one with its unique commitment to product quality, value for money and customer service.