How a Rostov businessman created the Gloria Jeans clothing chain with a turnover of $1 billion. Vladimir Melnikov and domestic Gloria Jeans. In which countries is Gloria Jeans available?

Biography, history of brand creation.

Vladimir was born in post-war times in 1948 in Belarus. His parents died when he was still a teenager. At the age of 12 he left school. Teaching in lessons preferred reading. Now he can surprise his interlocutors with quotes from books on marketing, reading verses and chapters from the Bible by heart.

At the age of 15, Melnikov went to work at Rostselmash. At the same age, he discovered a very significant truth that the product becomes more expensive with the distance of the production site from the points of sale. His entrepreneurial streak began at a young age. Already during these years, he managed to buy a bag of fish from local fishermen for a bottle of vodka, which cost about 2.5 rubles, and resold the catch on the market for 15 rubles. So, in one day he managed to earn 150 rubles.

During his student years, Vladimir speculated on imports, which gave him a significant income, but one day he still got caught, for which he was imprisoned. For the so-called blackmail, Melnikov was sent to jail twice, where he received the nickname “Intellectual”. There he got frostbite on his feet, so now he always wears woolen socks and doesn’t tie his shoes on principle, although this information needs to be checked.

In the early eighties, he purchased and placed a sewing machine in a prominent place in his home. It was just for show. In fact, he organized underground workshop in the basement of a Rostov school. Under the walls of the educational institution, pants were made from denim, which was rubbed with stones to achieve a fashionable effect. The resulting jeans were incredibly popular and brought Melnikov first amazing earnings. They say that his monthly income was enough to buy five cars.

As soon as the authorities allowed cooperatives, Vladimir brought his underground enterprise out of the shadows. Things were going quite well. But low performance did not allow the hero to sit still and fold his arms. His plans were to increase the productivity of one seamstress from 11 to 20 pieces per day. To implement the plan, he imported sewing machines were required. To do this, he exchanged the money he earned for 40 thousand dollars to buy 100 cars, and was going to fly to America to get them. But at the border he was captured, his money was taken away and he was sent to jail for the third time. During the absence of the founder of the cooperative, his wife managed the affairs. In total, three prison terms took almost 10 years of Melnikov’s life.

Upon leaving prison, the first thing Vladimir purchased was 200 sewing machines, which instantly increased his productivity. For convenience of work, the “workshop” was moved to a new area in the “Rainbow” laundry. In addition, he placed some orders with local garment factories. For the entire year 92, about 40 thousand pairs of jeans were sold.

Herself Gloria Jeans company was founded in 1988 in Rostov-on-Don. Later, in 1997, it was transformed into CJSC Gloria Jeans Corporation, 20% of the shares of which were owned by the EBRD Bank, but later its share was bought out by the owner and founder of the brand.

In 1996, the incredibly progressive demand for the company's products required its expansion, and for this there were Batayskaya and Novoshaktinskaya garment factories were purchased. Melnikov believes that the state allowed him to make the purchase only because there were no prospects for the factories. Long-term investments were needed for light industry, and everyone in those days needed quick money.

By this time, the production of growth jeans had reached the level of 800 thousand products, of which about 7% of the products were exported to England. The year 98 was a turning point for the company. To overcome crisis trends, new equipment and modern cutting tables with riveting machines were purchased at a total cost of over $1.5 million. Thereby productivity increased by another 40%, and the selling price of a pair of jeans was only $5 (for comparison, the price of Levi’s was $14).

Subsequently, the company grew by 40% every year. Many expansions have taken place, more than a dozen factories have been acquired in the North Caucasus and Eastern Donbass. In addition to denim clothing, production and production of knitted clothing, and all together it was sold in circulation of about 25 million products per year. Clothes were sold under well-known brands Gloria Jeans and Gee Jay.

Facts about Vladimir Melnikov and his business.

As before, Vladimir loves literature very much, he reads a lot about business, he can quote his favorite authors such as Tolstoy, Verlaine. They say he has phenomenal memory. They claim that he knows all his employees by name.

Melnikov himself has extremely authoritarian and an overly strict and short-tempered leadership style. He is aware of this, and even seems to consider it his own shortcoming, but no matter how hard he tries to fight it, he cannot change in this direction. Therefore, there are those who run away from the company, precisely from him. Not everyone can withstand the boss's changeable moods. For any idea, you can first receive scolding and oppression, and then listen to an apology and recognition of the value of a thought and a good idea.

The entire top management of the company is always consisted of foreigners. Every day they try to apply their knowledge and experience of the classical business space on unpredictable Russian soil. Nevertheless, Vladimir Vladimirovich Melnikov argues that the basis for effective Russian managers simply does not exist. Back in 2010, he was going to independently raise competent and real managers who knew their business and knew how to make effective decisions. In the meantime, all this is in process, and invited foreigners have occupied the top.

Vladimir also claims that we do not have normal managers, because there is no institution of housekeepers at all! It's funny, but he found an adequate explanation for this. Every employee who devotes himself entirely to his work wants to come home in order and comfort, eat delicious food, and wear clean, ironed clothes. A manager should not think about everyday problems. With perestroika, this so-called institution was destroyed, and now a problem has arisen. Vladimir hires housekeepers without fail for all his high-ranking employees.

Melnikov also always insists that literate and the right system is the basis of everything. So, he hung a poster with a quote over his two-year-old child’s cradle “Take care of your honor from a young age”. His son eventually hated the phrase after he learned to read. She really irritated him like crazy; more than once he tried to tear her down. But one day Vladimir found his son’s correspondence in one of the blogs, where he was asked what he considered the most important. The son’s answer was immediate: “Take care of your honor from a young age.” This quote from “The Captain’s Daughter,” despite the way he treated these words and pretended to do so, still formed a certain system in his worldview that would certainly help him do the right thing and make the right decisions.

Melnikov argues that one should go one’s own way and not rely too much on the state and support. “In the clutches of the state’s love one can suffocate”. In moments of crisis, businesses face key questions regarding survival. The smart and strong can lose ground to the patient, despite everything. Those who consider themselves smart may not make it out, and an example of this.

Vladimir has always perceived Gloria Jeans as a vertically integrated specialized retail brand. He believes in the potential of national production in the strength and potential of the human mind and labor of our workers, not the Chinese or Americans.

Many were surprised by its profitability figures of 8%. But not Melnikov himself. He believes that the does good to people, he uses all his talent and abilities for the benefit of people. By producing high-quality, affordable jeans, he wants his customers to experience the joy of purchasing the items he creates. He doesn't need money so much as he needs feedback from satisfied customers.

Yes, as he himself claims, money really stopped worrying him a long time ago, and there was never any particular need. He loves them in his own way, he believes that they give independence. But only independence, which should not be confused with freedom. According to him freedom is slavery in Christ, and this is the only possible freedom.

Some will consider it crazy. He doesn’t argue, and even agrees, while claiming that this will be of more use to everyone. So, he once publicly repented for the Maybach he bought, and then sold it completely. The explanation for this action was found quite simple by the hero himself: “You can’t sell jeans for a thousand rubles and drive around in a Maybach - the buyer may not understand”. This is probably the truth for running an effective and growing business.

Thus, Vladimir Melnikov is a striking example of building a highly efficient domestic business. He managed to grow a huge manufacturing company from literally nothing, despite life's obstacles and losses. As I mentioned in, production is what drives continuous development, so the figure of Vladimir Vladimirovich and his domestic company “ Gloria Jeans“are a great incentive for me to set goals. I wish it to take its rightful place among the national production under construction, which, I am sure, will reach incredible proportions. Well, dear reader friends, great ideas, motivation and significant victories in your business.

For the mind and thoughts, the book by Philip Fisher - “Ordinary Stocks and Extraordinary Income”

A funny fact is that in America there is a famous chain of coffee shops owned by Gloria Jean, which is named after herself - Gloria Jean’s.

Russia, Rostov-on-Don

$16 million (2008, IFRS)

About 18 thousand people (2012)

"Gloria Jeans"- a vertically integrated retailer, a Russian company specializing in the production and sale of clothing, shoes and accessories for all ages under the brands “Gloria Jeans” and “Gee Jay”. The company was founded in 1988 by Vladimir Melnikov. As of spring 2012, the company operates more than 500 stores located in cities in Russia and Ukraine.

Gloria Jeans is the only clothing brand in the list of fifty Russian brands whose sales exceed 5 billion rubles a year (according to Forbes). In 2001, Gee Jay won Brand of the Year in the Apparel category.

The company's central office is located in the city of Rostov-on-Don (Rostov region).

Story

On September 29, 1988, the first cooperative in the USSR, Gloria, was opened, which began producing jeans legally. Melnikov Vladimir Vladimirovich became its chairman. This date is officially considered the birthday of Gloria Jeans. Soon Vladimir Melnikov acquired two factories - in the cities of Novoshakhtinsk and Bataysk (Rostov region). This allowed the company to significantly increase production and meet growing demand.

In 1991, the company's first store opened in Rostov-on-Don.

In 1997, the company was transformed into CJSC Gloria Jeans Corporation, the founders of which were Gloria Jeans OJSC and the European Bank for Reconstruction and Development (20% of shares). Subsequently, the company bought a stake in the EBRD. Over the past five years, the company's turnover has been growing by approximately 40%. in year.

In 2003, the Charitable Foundation named after the Holy Great Martyr Anastasia the Pattern Maker was founded. Factories were opened and equipped in the cities of Prokhladny, Millerovo, Ust-Donetsk, Zverevo, Kamensk-Shakhtinsky.

In 2004, the company's turnover amounted to more than $130 million.

In 2005, the company decided to separate production and sales.

In 2006, the Stil factory was acquired in Ukraine.

In 2008, Gloria Jeans began cooperation with the consulting company Capgemini.

Also in 2008, Gloria Jeans began cooperation with JDA.

In August 2009, the company decided to completely abandon wholesale and franchising and focus on developing its own retail network. . Also in 2009, together with the well-known retail consulting company KSA (Kurt Salmon Associates), Gloria Jeans developed and successfully implemented a strategy for the transition of Gloria Jeans from a wholesale clothing manufacturer in Russia and the CIS countries to a retailer.

In 2011, 14 production enterprises were launched, of which nine were in the Rostov region and five enterprises in Ukraine, in the Lugansk region. The Gloria Jeans chain completed 2011 with 435 stores (411 in Russia, 24 in Ukraine), the total sales area of ​​which increased to 155,000 sq. m. m.

Owners and management

The main owner and chairman of the board of directors is Vladimir Melnikov.

Activity

The company's stores are open in all federal districts of Russia, as well as in Ukraine. The first store in Ukraine was opened on April 14, 2003 in Odessa. The number of stores in Ukraine as of May 2012 was 24.

Company enterprises

The corporation owns 33 factories, most of which are located in the Rostov region (Shakhty, Novoshakhtinsk, Gukovo, Zverevo, Millerovo, Salsk, Ust-Donetsk, Kamensk-Shakhtinsky, Krasny Sulin, Donetsk, Proletarsk, Egorlykskaya, Sholokhovskaya, Peschanokopskoye, Belaya Kalitva, Morozovsk , Oblivskaya, Zimovniki, Kashary, Chertkovo, Tselina, Zernograd). An enterprise was also launched in the Volgograd region (Surovikino, Kamyshin, Mikhailovka, Kotovo and Serafimovich). Another factory is located in the city of Prokhladny (Kabardino-Balkarian Republic). Production is actively developing in Ukraine: eight enterprises in the Lugansk region (Lugansk, Belokurakino, Krasny Luch, Rubezhnoye, Starobelsk, Pervomaisk, Belovodsk, Chervonopartizansk) and one factory in the Donetsk region (Snezhnoye). The Company's main distribution warehouse is located in Shakhty.

In addition to factories, Gloria Jeans owns its own design and merchandising centers in Istanbul, Shanghai, Sao Paulo, Chicago, Vietnam, Los Angeles, Seoul, Tokyo, Rostov-on-Don and Shakhty.

Advertising and marketing activities

At different times, many famous stars collaborated with Gloria Jeans, including Valeria, Dima Bilan, MakSim, Alexa. In 2005, Valeria became the face of the company, and in 2008, Dima Bilan. The campaign with Dima Bilan made it possible to raise the image of Gloria Jeans as a manufacturer of fashionable clothing not only for children and teenagers, but also for young people.

Product categories

Since the summer of 2010, for a better understanding of the buyer, Gloria Jeans decided to divide the assortment by age: 0-2 years, 2-7 years, 8-13 years, 13+. This division was also reflected in the arrangement of goods in company stores. Starting with the Spring 2010 collection, the company began to actively develop a line of accessories, underwear, swimsuits and shoes.

Since the beginning of 2011, the age division has changed: 0-2 years, 2-9 years, 9-14, 13+. As part of the 2011 collections, the product range doubled: store visitors were offered previously unreleased models of evening dresses, jeans, jackets, shoes and accessories.

Performance indicators

The retail chain's revenue in 2011 amounted to 15.5 billion rubles, and compared to the previous year, the company's sales increased by 73%, and in comparable stores - by 22.5%. Gross profit increased by 61.2% in 2011 and amounted to 8.9 billion rubles, and the company's net profit increased by 77%, amounting to 2.5 billion rubles. The company's workforce is about 18 thousand people.

Charity

In 2003, the company founded a foundation named after the Holy Great Martyr Anastasia the Pattern Maker. The Foundation's activities are aimed at charitable, social, cultural and other socially beneficial purposes. The fund helps orphanages and boarding schools, prisons, people without a fixed place of residence, orphans, widows and single mothers, the elderly, the disabled, the poor, and terminally ill people.

Awards and ratings

On November 4, 2002, the team of the Gloria Jeans company, represented by General Director Vladimir Melnikov, received an award - the Medal of St. Sergius of Radonezh, II degree (with the blessing of the Patriarch of Moscow and All Rus' Alexy II, it was presented by the Archbishop of Rostov and Novocherkassk, Vladyka Panteleimon).

In 2005, Gloria Jeans was recognized as the No. 1 company in the Russian clothing market (according to the portal WGSN.com). According to a study conducted by the marketing agency “Symbol-Marketing” (autumn 2005), Gloria Jeans is the most famous brand of denim clothing on the Russian market. 40% of Russians surveyed know her without prompting; Gee Jay is in fourth place in terms of recognition. It is known to 27.3% of respondents. Both brands, Gloria Jeans and Gee Jay, are leaders in the Russian market. These brands are worn by 52 percent of Russian children and adolescents, 32 percent of youth, and 11 percent of adults. Brands are trusted by more than 74 percent of the target audience.

In 2006, Gloria Jeans Corporation was awarded the national status - “Leader of the Russian Economy 2006”.

2007 According to Romir Monitoring (April 2007), Gloria Jeans’ list recognition among the brand’s target audience in many Russian cities is 99.9%. Also, on October 1, 2007, for the first time in the history of the Russian fashion industry, Gloria Jeans became “People's Brand No. 1” in the “Clothing” category, according to Russian consumers.

In the Forbes rating, the creator of the Gloria Jeans brand and the chain of stores of the same name, Vladimir Melnikov, with a fortune estimated at 450 million US dollars (based on the results of 2015), ranks 178th, and his company is the largest Russian retailer, leading in key indicators and business efficiency in the clothing industry.

He is called the brightest Rostov entrepreneur, a man of ambiguous views and actions. Vladimir Vladimirovich Melnikov is rich, eccentric, deeply religious. He wears only two brands: Armani and Gloria Jeans, does not tie his shoes, does not part with a calculator, helps people, loves money and freedom.

Unlike many other famous entrepreneurs who created their business from scratch (for example, Oleg Tinkov, Vladimir Dovgan), who changed many different businesses, he remains faithful to the “jeans business” for almost 30 years. When journalists ask him why jeans and not oil, gas or finance, he answers quite seriously: “Because jeans are freedom.”

The beginning of time

Who is he - the owner of the trademark, the recognition of which is more than 95% among Russians - Vladimir Vladimirovich Melnikov? His biography and life are so thorny and eventful that it arouses genuine interest.

He was born in 1948. Having lost his parents early, he achieved everything on his own. Having not finished school, at the age of 14 he went to work at a factory. Later, having purchased a high school diploma, he entered college. Where did he get the money?

From adolescence, he was involved in fartsovka (as the illegal resale of scarce goods was called in the USSR), and later in the illegal resale of currency. For these activities they were then sent to prison. Melnikov failed to escape imprisonment. In 1969 he was given five years of general regime. This was the first "walk". In total, he was imprisoned three times, spending a total of 10 years there. However, this did not prevent him from creating a grandiose business empire, but, on the contrary, strengthened him.

Business development

The history of the creation of the business dates back to 1988 - Melnikov and his wife organized the first legal sewing cooperative in the USSR, “Gloria” in the city of Rostov, specializing in sewing the symbol of freedom and the “American dream” - jeans.

Before this, jeans were sewn illegally in a basement from fabric vaguely reminiscent of denim, rubbed with stones to give fashionable wear, and at home the future king of the clothing empire symbolically had a sewing machine.

In 1989, intending to buy equipment abroad for his cooperative, Melnikov tried to take out dollars, for which he was again arrested and imprisoned. During the time that he was behind bars, his wife, Lyudmila Leonidovna Melnikova, managed the business.

Melnikov admits that he cried in the Soviet courtroom, not understanding why he was being tried. He believes that capitalism is the most correct regime, since everyone only spends money, and capitalists increase it.

In 1991, the company's first partner store was opened, in 1994 a factory was purchased in Bataysk, and in 1995 a factory in Novoshakhtinsk was purchased. The number of products produced increased to 500 thousand. In 1996, representative offices were opened in large cities: Novosibirsk, Yekaterinburg, Moscow and others.

Within ten years, the company organized by Melnikov became the largest manufacturer of clothing for children and teenagers in Russia.

According to Rosstat data for 1999, Gloria Jeans was the absolute leader in the country's children's clothing market. It owned 90% of the national children's clothing market, 70% of all children's clothing, 20% of the entire manufacturing clothing market in Russia. In the same year, the company produced 4 million 300 thousand products.

The company, created by Melnikov from scratch, has repeatedly received various awards and titles:

• "Brand of the Year" (in 2001);
• “Leader of the Russian Economy” (in 2006);
• "People's Brand" (in 2007);
• "Attractive Employer 2012";
• “Leader of the Year in the Fashion Segment” (2016);
• “The most purchased Russian brand” and others.

In December 2012, after a long illness, Melnikov’s wife died. During her serious illness, which lasted a year and a half, Vladimir Vladimirovich retired and devoted himself to caring for his wife.

In 2014, Gloria Jeans was ranked 186th in the list of the 200 largest private companies in Russia, compiled annually by Forbes magazine, with revenue of 27.7 billion rubles. By this time, the company had already been converted into a retail chain that placed orders at third-party factories (in 2009, the company abandoned wholesale production and the franchising system).

What kind of businessman is this in real life?

Melnikov is famous for his paradoxical, metaphorical thinking. He can answer a question with a quote from the Bible, a statement from classical literature, or tell stories from his own camp life. He can completely unexpectedly kick him out or throw an ashtray, a glass or a laptop at an employee who has angered him or an unlucky interlocutor. Forbes included him among the nine most unusual Russian businessmen - eccentrics and eccentrics.

Melnikov learned two important lessons regarding business and life. He willingly shares his experience with journalists, sometimes causing shock, sometimes admiration.

The first lesson concerns business: the further you sell from the place of production, the more profitable it is. Explains about his first “teenage business.” Vladimir gave the fishermen a bottle of vodka (costing less than three rubles) in exchange for a bag of fish. And he sold this fish to market women for 15 rubles. Working with a markup of more than 400% even then, the future billionaire discovered the spirit of free enterprise in himself.

The second lesson is life lesson: in order to survive you need to “throw up” all the time. What does it mean? During one of his imprisonments, Melnikov, in a company of seventeen people, was forced to stay overnight in Taiga on the street, the frost was 40 degrees. They sat down around the fire. When the fire began to burn out, the question arose - add more wood or move? Everyone moved. When almost only smoldering coals remained, no one began to throw them again, but everyone just moved.

In the morning, only nine people from the entire group woke up, five of them were taken to the hospital in serious condition, and among the four who remained alive and relatively (not counting frostbite on their legs) unharmed was Melnikov.

In Melnikov’s office there is a complete collection of the series of books “The Life of Remarkable People”. He offers his visitors to choose a publication with any biography, and based on the choice made, he compiles a psychological portrait of the visitor.

Melnikov is not involved with politics and the state (he did not participate in the privatization of state property). Although at one time he worked for Gaidar, he even intended to go into politics, but his spiritual mentor dissuaded him: this was not a godly thing.

Melnikov is deeply religious, communicates with elders, listens to their opinions, he has his own spiritual mentor. To be closer, the entrepreneur built a house near the Optina Pustyn monastery in the Kaluga region.

Vladimir Melnikov owns a charitable foundation named after the Holy Great Martyr Anastasia the Pattern Maker, headed during her lifetime by Lyudmila Leonidovna. The owner of Gloria Jeans has two children - a daughter and a son. The daughter is raising children, and the son, having studied to become a psychologist in the USA, runs a charitable foundation.

The entrepreneur helps the poor, the seriously ill, the homeless, single mothers, the needy, and the disadvantaged a lot. In his interview with Ksenia Sobchak, when asked that if he had only one million dollars, what business would he invest it in, Melnikov replied that he would not go into any business - he would go wander around the country, giving money to the poor.

Business strategies

Gloria's key indicators are growing. Margins averaged 20.8% from 2008 to 2015, and EBITDA grew almost 6.5 times. Despite the fact, and perhaps due to the fact that her leader is not used to and is not going to do everything according to the rules. When the “importance of marketing” boom began in Russia, he fired all the marketers from his company - there was no need for these unnecessary studies and piles of papers.

“In branded clothing, the price does not correspond to the quality, but our business is based on love. And if it’s different, the buyer will close us down - I feel this much better than all the marketing research can tell me.” V. Melnikov.

When other companies began to reduce their assortment, he, on the contrary, increased it; Gloria Jeans began to create 40 new models a week.

Melnikov insists: the doors to his stores must always be open, even if it is winter and it’s minus outside. If the doors are closed, he becomes furious. When asked what sellers should do to keep warm, he answers: dance!

Melnikov always hires foreigners for the positions of top managers at Gloria: people from Benetton (Giorgio Bezzi - responsible for production technologies), Adidas (Jasper Zilenberg - retail director for Africa, Europe, the Middle East), IKEA (Michael McDonald - financial director), Levi's (Paul Allen - responsible for strategic planning) and others. He does not spare money on them, he believes that there are no good specialists in Russia, and if they appear, they go abroad.

In order to know the global trends in the fashion industry, Melnikov travels around the world four to six times a year, renting a special plane for this. In many countries of Europe, America, Asia, Gloria Jeans has its own designers, they study the markets. In an interview with Forbes magazine, Vladimir admits that they “snoop” ideas from expensive brands: Chanel, Levi’s and others.

Today, Gloria Jeans sells children's and adult clothing under the Gloria Jeans and Gee Jay brands, accessories and economy class shoes, its head office has moved from Rostov-on-Don to Moscow, the network has more than 600 stores in Russia, Ukraine, Georgia, large logistics complexes in Novoshakhtinsk and Novosibirsk.

Gloria Jeans is the only clothing brand in the list of fifty Russian brands whose sales exceed 5 billion rubles a year (according to Forbes) In 2001, Gee Jay became “Brand of the Year” in the “Clothing” category. .

The company's central office has been located in Moscow since February 2016. Previously, the location of the central office was the city of Rostov-on-Don (Rostov region).

Story

On September 29, 1988, the first cooperative in the USSR, Gloria, was opened, which began producing jeans legally. Melnikov Vladimir Vladimirovich became its chairman. This date is officially considered the birthday of Gloria Jeans. Soon Vladimir Melnikov acquired two factories - in the cities of Novoshakhtinsk and Bataysk (Rostov region). This allowed the company to significantly increase production and meet growing demand.

In 1991, the company's first store opened in Rostov-on-Don.

In 1997, the company was transformed into CJSC Gloria Jeans Corporation, the founders of which were Gloria Jeans OJSC and the European Bank for Reconstruction and Development (20% of shares). Subsequently, the company bought a stake in the EBRD. Over the past five years, the company's turnover has been growing by approximately 40% per year.

In 2003, a Charitable Foundation named after the Holy Great Martyr Anastasia the Pattern Maker was founded. Factories were opened and equipped in the cities of Prokhladny, Millerovo, Ust-Donetsk, Zverevo, Kamensk-Shakhtinsky.

In 2004, the company's turnover amounted to more than $130 million.

In August 2009, the company decided to completely abandon wholesale and franchising and focus on developing its own retail network. .

In 2014, the approach to building a business was radically revised. All production in Ukraine was closed and significantly reduced in Russia. 80% of production comes from Asian countries. For some time now, it was planned to move the central office to Hong Kong in 2015.

In February 2016, the central office moved to Moscow, which marked a new stage in the company's development.

Owners and management

The main owner and chairman of the board of directors is Vladimir Melnikov.

Activity

Company enterprises

The corporation owns factories, most of which are located in the Rostov region:

• Mines, Novoshakhtinsk, Gukovo, Zverevo, Millerovo, Salsk, Ust-Donetsk, Kamensk-Shakhtinsky, Krasny Sulin, Donetsk, Proletarsk, Egorlykskaya, Sholokhovsky, Peschanokopskoye, Belaya Kalitva, Morozovsk, Oblivskaya, Zimovniki, Kashary, Chertkovo, Tselina, Zernograd. The company's main distribution warehouse and a large logistics center are located in Novoshakhtinsk.

• Surovikino, Kamyshin, Mikhailovka, Kotovo and Serafimovich.

Another factory is located in the city of Prokhladny (Kabardino-Balkarian Republic).

In addition to factories, Gloria Jeans owns its own design and merchandising centers in Istanbul, Shanghai, Sao Paulo, Chicago, Vietnam, Los Angeles, Seoul, Tokyo, Rostov-on-Don and Shakhty.

Product categories

Since the summer of 2010, for a better understanding of the buyer, Gloria Jeans decided to divide the assortment by age: 0-2 years, 2-7 years, 8-13 years, 13+. This division was also reflected in the arrangement of goods in company stores. Starting with the Spring 2010 collection, the company began to actively develop a line of accessories, underwear, swimsuits and shoes.

Since the beginning of 2011, the age division has changed: 0-2 years, 2-9 years, 9-14, 13+. As part of the 2011 collections, the product range doubled: store visitors were offered previously unreleased models of evening dresses, jeans, jackets, shoes and accessories.

Performance indicators

The retail chain's revenue in 2011 amounted to 15.5 billion rubles, and compared to the previous year, the company's sales increased by 73%, and in comparable stores - by 22.5%. Gross profit increased by 61.2% in 2011 and amounted to 8.9 billion rubles, and the company's net profit increased by 77%, amounting to 2.5 billion rubles. The company's workforce is about 18 thousand people.

Charity

In 2003, the company founded a foundation named after the Holy Great Martyr Anastasia the Pattern Maker. The Foundation's activities are aimed at charitable, social, cultural and other socially beneficial purposes. The fund helps orphanages and boarding schools, prisons, people without a fixed place of residence, orphans, widows and single mothers, the elderly, the disabled, the poor, and terminally ill people.

Awards and ratings

On November 4, 2002, the team of the Gloria Jeans company, represented by General Director Vladimir Melnikov, received an award - the Medal of St. Sergius of Radonezh, II degree (with the blessing of the Patriarch of Moscow and All Rus' Alexy II, it was presented by the Archbishop of Rostov and Novocherkassk, Bishop Panteleimon).

In 2005, Gloria Jeans was recognized as the No. 1 company in the Russian clothing market (according to the portal WGSN.com). According to a study conducted by the marketing agency “Symbol-Marketing” (autumn 2005), Gloria Jeans is the most famous brand of denim clothing on the Russian market. 40% of Russians surveyed know her without prompting; Gee Jay is in fourth place in terms of recognition. It is known to 27.3% of respondents. Both brands, Gloria Jeans and Gee Jay, are leaders in the Russian market. These brands are worn by 52 percent of Russian children and adolescents, 32 percent of youth, and 11 percent of adults. Brands are trusted by more than 74 percent of the target audience.

In 2006, Gloria Jeans Corporation was awarded the national status - “Leader of the Russian Economy 2006”.

2007 According to Romir Monitoring (April 2007), Gloria Jeans’ list recognition among the brand’s target audience in many Russian cities is 99.9%. Also, on October 1, 2007, for the first time in the history of the Russian fashion industry, Gloria Jeans became “People's Brand No. 1” in the “Clothing” category, according to Russian consumers.

In 2009, according to TNS, Gloria Jeans was recognized as the most purchased Russian brand (Clothing category). In the second half of the year, 9.2% of Russians bought it.

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Excerpt characterizing Gloria Jeans

At 10 o'clock in the evening, Weyrother with his plans moved to Kutuzov's apartment, where a military council was appointed. All the commanders of the columns were requested to see the commander-in-chief, and, with the exception of Prince Bagration, who refused to come, everyone appeared at the appointed hour.
Weyrother, who was the overall manager of the proposed battle, presented with his liveliness and haste a sharp contrast with the dissatisfied and sleepy Kutuzov, who reluctantly played the role of chairman and leader of the military council. Weyrother obviously felt himself at the head of a movement that had become unstoppable. He was like a harnessed horse running away downhill with its cart. Whether he was driving or being driven, he did not know; but he rushed as fast as possible, no longer having time to discuss what this movement would lead to. Weyrother that evening was twice for personal inspection in the enemy’s chain and twice with the sovereigns, Russian and Austrian, for a report and explanations, and in his office, where he dictated the German disposition. He, exhausted, now came to Kutuzov.
He, apparently, was so busy that he forgot to even be respectful to the commander-in-chief: he interrupted him, spoke quickly, unclearly, without looking into the face of his interlocutor, without answering the questions asked of him, was stained with dirt and looked pitiful, exhausted, confused and at the same time arrogant and proud.
Kutuzov occupied a small noble castle near Ostralitsy. In the large living room, which became the office of the commander-in-chief, gathered: Kutuzov himself, Weyrother and members of the military council. They were drinking tea. They were only waiting for Prince Bagration to begin the military council. At 8 o'clock Bagration's orderly arrived with the news that the prince could not be there. Prince Andrei came to report this to the commander-in-chief and, taking advantage of the permission previously given to him by Kutuzov to be present at the council, remained in the room.
“Since Prince Bagration will not be there, we can begin,” said Weyrother, hastily getting up from his place and approaching the table on which a huge map of the surrounding area of ​​Brünn was laid out.
Kutuzov, in an unbuttoned uniform, from which, as if freed, his fat neck floated out onto the collar, sat in a Voltaire chair, placing his plump old hands symmetrically on the armrests, and was almost asleep. At the sound of Weyrother's voice, he forced his only eye open.
“Yes, yes, please, otherwise it’s too late,” he said and, nodding his head, lowered it and closed his eyes again.
If at first the members of the council thought that Kutuzov was pretending to be asleep, then the sounds that he made with his nose during the subsequent reading proved that at that moment for the commander-in-chief it was about much more important than the desire to show his contempt for the disposition or for anything else. be that as it may: for him it was about the irrepressible satisfaction of a human need - sleep. He was really asleep. Weyrother, with the movement of a man too busy to waste even one minute of time, looked at Kutuzov and, making sure that he was sleeping, took the paper and in a loud, monotonous tone began to read the disposition of the future battle under the title, which he also read:
"Disposition to attack the enemy position behind Kobelnitsa and Sokolnitsa, November 20, 1805."
The disposition was very complex and difficult. The original disposition stated:
Da der Feind mit seinerien linken Fluegel an die mit Wald bedeckten Berge lehnt und sich mit seinerien rechten Fluegel laengs Kobeinitz und Sokolienitz hinter die dort befindIichen Teiche zieht, wir im Gegentheil mit unserem linken Fluegel seinen rechten sehr debordiren, so ist es vortheilhaft letzteren Fluegel des Feindes zu attakiren, besondere wenn wir die Doerfer Sokolienitz und Kobelienitz im Besitze haben, wodurch wir dem Feind zugleich in die Flanke fallen und ihn auf der Flaeche zwischen Schlapanitz und dem Thuerassa Walde verfolgen koennen, indem wir dem Defileen von Schlapanitz und Bellowitz ichen, welche die feindliche Front decken. Zu dieserien Endzwecke ist es noethig... Die erste Kolonne Marieschirt... die zweite Kolonne Marieschirt... die dritte Kolonne Marieschirt... [Since the enemy rests his left wing on the forest-covered mountains, and with his right wing he stretches along Kobelnitsa and Sokolnitsa behind the ponds located there, and we On the contrary, if our left wing surpasses his right wing, then it is advantageous for us to attack this last enemy wing, especially if we occupy the villages of Sokolnits and Kobelnits, being given the opportunity to attack the enemy’s flank and pursue him in the plain between Shlapanits and the Tyuras forest, avoiding with those defiles between Shlapanitz and Belowitz, which covered the enemy front. For this purpose it is necessary... The first column marches... the second column marches... the third column marches...], etc., Weyrother read. The generals seemed reluctant to listen to the difficult disposition. The blond, tall General Buxhoeveden stood with his back against the wall, and, fixing his eyes on the burning candle, it seemed that he was not listening and did not even want to be thought that he was listening. Directly opposite Weyrother, fixing his shining open eyes on him, in a militant pose, resting his hands with his elbows outstretched on his knees, sat the ruddy Miloradovich with his mustache and shoulders raised. He remained stubbornly silent, looking into Weyrother’s face, and only took his eyes off him when the Austrian chief of staff fell silent. At this time, Miloradovich looked significantly back at the other generals. But from the meaning of this significant glance it was impossible to understand whether he agreed or disagreed, was pleased or dissatisfied with the disposition. Count Langeron sat closest to Weyrother and, with a subtle smile of a southern French face that did not leave him throughout the reading, looked at his thin fingers, quickly turning the corners of a golden snuffbox with a portrait. In the middle of one of the longest periods, he stopped the rotating movement of the snuffbox, raised his head and, with an unpleasant politeness at the very ends of his thin lips, interrupted Weyrother and wanted to say something; but the Austrian general, without interrupting his reading, frowned angrily and waved his elbows, as if saying: later, then you will tell me your thoughts, now if you please look at the map and listen. Langeron raised his eyes upward with an expression of bewilderment, looked back at Miloradovich, as if looking for an explanation, but, meeting Miloradovich’s significant, meaningless gaze, he sadly lowered his eyes and again began to twirl the snuffbox.
“Une lecon de geographie, [A lesson from geography,"] he said as if to himself, but loud enough to be heard.
Przhebyshevsky, with respectful but dignified courtesy, bent his ear to Weyrother, looking like a man absorbed in attention. Small in stature Dokhturov sat directly opposite Weyrother with a diligent and modest look and, bending over the laid out map, conscientiously studied the dispositions and the terrain unknown to him. Several times he asked Weyrother to repeat the words he had heard poorly and the difficult names of the villages. Weyrother fulfilled his wish, and Dokhturov wrote it down.
When the reading, which lasted more than an hour, was over, Langeron, again stopping his snuff-box and without looking at Weyrother or anyone in particular, began to talk about how difficult it was to carry out such a disposition, where the position of the enemy is supposed to be known, whereas this position could be we do not know, since the enemy is on the move. Langeron's objections were well-founded, but it was obvious that the purpose of these objections was primarily the desire to make General Weyrother feel, as self-confidently as schoolchildren reading his disposition, that he was dealing not only with fools, but with people who could learn in military affairs. When the monotonous sound of Weyrother’s voice fell silent, Kutuzov opened the chapter, like a miller who wakes up during a break in the soporific sound of the mill wheels, listened to what Langeron was saying, and, as if saying: “And you’re still talking about this nonsense!” hastily closed his eyes and lowered his head even lower.
Trying to insult Weyrother in his author's military pride as sarcastically as possible, Langeron argued that Bonaparte could easily attack, instead of being attacked, and as a result make this whole disposition completely useless. Weyrother responded to all objections with a firm, contemptuous smile, obviously prepared in advance for any objection, no matter what they said to him.
“If he could attack us, he would do it today,” he said.
“You therefore think that he is powerless,” said Langeron.
“A lot, if he has 40 thousand troops,” Weyrother answered with the smile of a doctor to whom a doctor wants to indicate a cure.
“In this case, he is going to his death, waiting for our attack,” Langeron said with a thin ironic smile, looking back at the nearest Miloradovich for confirmation.
But Miloradovich, obviously, at that moment was thinking least of all about what the generals were arguing about.
“Ma foi, [By God,” he said, “tomorrow we will see everything on the battlefield.”
Weyrother grinned again with that smile that said that it was funny and strange for him to meet objections from the Russian generals and to prove what not only he himself was too sure of, but what the emperors were sure of.

Gloria Jeans is a fairly popular Russian brand that has been producing high-quality denim trousers for 25 years.

The owner of the company is Vladimir Melnikov, who opened the enterprise in 1988 -year and thereby became the first legal entrepreneur engaged in the production and sale of jeans. Initially it was a cooperative called "Gloria".

Over the 4 years of its existence, it managed to produce 40 thousand products, open its own factory in Rostov and enter into agreements with several sewing enterprises.

As of 1993 the th year, production volumes increase another 4 times, reaching 150 thousand products.

IN 1994 The first order for the export of jeans to England was completed.

And finally, in 1995 In the year 2010, an open joint-stock company was formed under the already familiar name “Gloria Jeans”.

IN 1997 Thanks to the successful impact of investments, the jeans brand gets a chance for more global development and opens up several new cities.

Thanks to this in 1998 - Gloria attracts the attention of foreign media, which immediately call it one of the largest Russian enterprises, both in terms of production volume and number of employees.

IN 2004 -and the annual turnover of the brand, which produces high-quality jeans, exceeded the figure of 130 million dollars.

Since the company's target audience is children and youth, it is already 2005 -Gloria becomes a leader in the market of children's denim clothing and more.

Such incredible success of the brand is quite understandable for those who are well acquainted with the methods of its work and development. After all, in order to always stay ahead, the brand management always uses only the most profitable methods.

So every year Gloria regularly releases eight full-fledged collections of jeans and other clothing, as any company belonging to the group does. As you know, constant updating of a product is something that always gives positive results, allowing you to make products relevant and fashionable. In addition, jeans themselves are in high demand in all years.

In addition, Gloria jeans are often advertised by famous people in Russian show business. An advertising campaign with the participation of Dima Bilan became a kind of record in this field. Thanks to him, the brand's items gained even greater popularity, especially among young people. Regarding that incident, Vladimir Melnikov decided not to make any secrets and boldly told the whole world that they paid the singer $1 million for such work, which is the largest known fee in advertising of this level. Although, on the other hand, Dima honestly worked for this money, as he increased the demand for the product significantly.

IN August 2010 On the 20th, the Gloria label has a new line of clothing for the little ones (made from knitwear, cotton, jeans and others) from 0 to 2 years. It starts quite successfully and allows you to get another category of new clients.

September 20, 2013 a new collection of clothes “Gloria” has been released for the fall-winter season 2013-2014, so now you can safely go for new things. It is especially pleasant that their first discount store was recently opened in Moscow, which promises its customers many interesting offers and a flexible system of discounts.

On the official website you can always get acquainted with the full range of the company, find products for children of different age categories, as well as get acquainted with current promotions, new products and discounts.

Today, the Gloria Jeans retail chain owns approximately 500 stores (both in Russia and Ukraine) and is a regular participant in the ratings of the largest retail chains in Russia. Moreover, its personal merchandising and design centers are located in Tokyo, Istanbul, Sao Paulo, Shanghai, Vietnam, Chicago and Seoul.

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