Business plan for a children's clothing store. How to open a children's clothing store from scratch Children's goods business

How to independently and quickly open a children's clothing store. What is needed for this, how much it will cost, how quickly it will pay off, what important stages will have to go through and whether such a business is profitable. Detailed business plan for future entrepreneurs.

Children's clothing is in great demand - always and at any time of the year. The greatest demand is in August, when parents prepare their children for school. Therefore, such a business is capable of generating good profits. But for this you need to find reliable suppliers, have a wide range and choose the right location for the store.

This article describes in detail the process of opening a children's clothing store and what is needed for this.

Store format

Before opening such a trading facility, you need to decide on its format. There are several directions in which you can work:

  • Children's clothing for children from 0 to 15 years old.
  • Products for newborns and babies.
  • Clothes for preschoolers.
  • Clothing for schoolchildren.
  • Teenagers clothes.
  • Sportswear for children.
  • Clothes for girls.
  • Clothes for boys.
  • Festive outfits for children.
  • School uniforms.

That is, you can specialize in a particular age group or in a specific direction. At the initial stage, it will be better to choose one thing. Then you can always develop the store and increase the assortment.

Market analysis

Before opening your own children's clothing store, you need to research the market and. It is necessary to pay attention to the number of such shopping facilities in the city and their location. You need to know their range and prices. See how they are equipped.

If there are familiar parents of children under 15, then you definitely need to talk with them, find out their needs, what they do not like and what they like in local children's clothing stores. From such conversations there is an opportunity to get a lot of useful information and immediately come to the market with great offers.

To get to know the “inside kitchen” better, you can get a job at a children's clothing store as a seller or administrator for a while. Not every entrepreneur will agree to this. However, this is a good opportunity to gain useful knowledge, learn to understand the range and needs of potential buyers.

Among children's clothing stores it is very high. Therefore, one must be prepared that it will take a long time to analyze the market. But this is the only way to get all the information you need to open a store that will be attractive to parents.

Start-up costs of opening a store

At the initial stage, before starting a business, you will have to spend a significant amount of money. Let's give an approximate calculation of costs.

Opening an individual entrepreneur - 800 rubles. independently or about 4,000 rubles. when contacting a law firm.

Certificates and permits (if needed) - about 10,000 rubles.

Premises rental - on average 60,000 - 70,000 rubles.

Renovation of the rented premises, its decoration, equipment - up to 200,000 rubles.

Office equipment and consumables - 60,000 rubles.

Other expenses - 40,000 - 50,000 rubles.

As a result, the initial expenses amount to more than 700,000 rubles. The amount will depend on the area of \u200b\u200bthe rented premises and the range of goods. That is, it may be less if, for example, it is planned to open a small shop. Suppliers also play an important role here.

Business payback

Basically, children's clothing stores reach payback in 1.5 years. But this period may be shorter, provided:

  • good advertising;
  • high quality goods;
  • affordability of prices;
  • good location.

Today, the markup for children's clothing is within 120%. This is quite a normal price for a Russian consumer.

To quickly reach payback, toys can be added to the store's assortment, which will be a source of additional income. Moreover, the demand for them is stable, and in the case of clothing, one must remember about seasonal recessions.

What is required to open a store?

To open a children's clothing store you need:

  1. Register an individual entrepreneur, LLC or OJSC, submit documents to the tax and pension fund.
  2. Find and rent suitable premises.
  3. Renovate the premises.
  4. Purchase the necessary equipment and accessories.
  5. Find suppliers.
  6. Find sellers.
  7. Launch an advertising campaign

The paperwork will take no more than a week. In the process, you can find suppliers and conclude contracts with them. It is best to look for a supplier who is able to provide a certificate for each product.

In the field of children's clothing, it is worth working with domestic manufacturers. The imported product should be in the minority. Why?

First, domestically produced goods are now in no way inferior to foreign ones. They are certified and there is no need to pay customs duties and pay for the services of freight carriers.

Secondly, it is difficult to cooperate with foreign manufacturers. For example, you will have to pass certification yourself, which will seriously affect your budget.

Thirdly, in the event of a marriage with domestic manufacturers, it is easier and faster to negotiate.

Hiring staff should be guided by the assortment and area of \u200b\u200bthe store. If this is a small store that is open on weekdays, then one seller is enough. When working seven days a week - two. Large outlets may require more than two salespeople and an administrator.

Read on for details on suppliers and personnel.

Store location

The popularity and profit of the store depends on how correctly the location of the store is chosen.

The most successful places are:

  • next to clothing markets;
  • near or in supermarkets;
  • in large entertainment or shopping centers;
  • not far from recreation areas such as squares and parks;
  • next to children's entertainment, development and educational institutions.

Regardless of the location chosen, the store must be visible. Therefore, it is worth taking care of attractive and bright display cases.

Interior

The interior of the store should also be bright and, in some way, “fabulous”. It must be remembered that the main audience of the point is children and parents. Therefore, the setting must be appropriate.

A variety of toys can be used as accessories. And it's better to add them to the store's assortment, as mentioned above.

The room should be decorated with bright materials in light colors. On the walls, you can draw heroes of popular cartoons and fairy tales - for this it is advisable to use the services of an artist.

Furniture should also be bright and mostly for children, so that young buyers feel comfortable. And adults do not mind going back to childhood at least a little.

That is, the interior should set the appropriate mood for the store visitors.

Area and features of the room

The optimal retail area is from 30 to 50 sq. meters. The store must have at least 2 fitting rooms. There should be enough space for customers to feel comfortable and not crowded in crowds.

We must remember that children also need space. Naughty kids can start running around the store. Accordingly, the goods must be positioned so that it is difficult to knock them over.

In a conspicuous place, you can install a TV on which cartoons will be constantly broadcast.

Otherwise, you can focus on your own preferences and needs of buyers.

Shop assortment

The assortment should be varied, and each type of product should be offered in several sizes.

Deciding on the range for newborns and babies is easy, since there is not much fashion influence here. Parents are more interested in quality than appearance. Therefore, such goods must be of high quality and made from natural materials. In this case, an affordable price plays an important role.

Products for preschool children should be made of durable and durable materials, and clothes for boys should be comfortable, while girls pay more attention to appearance. These factors must be taken into account.

For schoolchildren, choosing a product is much more difficult. At this age, children themselves make informed choices that are based on fashion. Therefore, it is necessary to pay attention to fashion trends and the relevance of the offered clothes. It should be fashionable, yet comfortable.

What suppliers to work with?

As mentioned above, it is better to give preference to domestic producers. But you should also not give up clothes from Poland or China.

It is best to search for suppliers on the Internet. So you can get acquainted with the reviews, terms of cooperation and prices, which will allow you to make the right choice. It is also worth considering options for cooperation with online stores, for example, with such a large online platform as Aliexpress.

Today, parents give more preference to domestic producers. This is due to the good quality of clothes and affordable prices. This fact must be taken into account and the emphasis should be placed on Russian goods.

How to advertise your store?

  • Distribution of leaflets.
  • Advertisements in public places.
  • Shop website on the Internet.
  • Advertising in local media.
  • Advertising on bigboards.

Leaflets

The most effective way to distribute leaflets is to distribute them on the street. Moreover, for these purposes it is better to hire an animator dressed as a popular cartoon character.

The leaflets can be distributed to letterboxes in residential buildings located near the store.

ads

These can be bright announcements at bus stops, special billboards or on message boards.

Official website of the store

A website is the most effective way to promote your store. After all, most mothers do not have the opportunity to walk through several stores and ask the price or choose the right product. Therefore, many are content with the Internet in order to save time.

The site should contain available products, their characteristics, available sizes and prices. You also need to regularly publish store news, for example, about promotions or discounts.

The site can become an additional source of income. Can . Then you need to think about delivery.

To get more customers, the site must be added to advertising networks such as Yandex.Direct and Google.AdWords and launched.

The development of the site will take about 20,000 rubles. You shouldn't create it yourself or using constructors. This should be done by specialists. It's the same with online advertising campaigns.

To develop a website, you will need the help of a web developer, a copywriter - for writing texts, and a director will be able to set up an advertising campaign.

Local media

Local media are print, television and radio. The most economical option is newspapers and magazines. More expensive - TV and radio.

Bigboards

In the case of a store, it is better to place the billboard at a distance of no more than 200 m from the outlet. Advertisements should include a signpost or directions to the store so that interested shoppers can quickly reach it.

Is a children's clothing store profitable?

This business can bring good and stable profit all year round. This can be achieved if the entrepreneur has studied the market in detail, organized the store correctly, selected a suitable assortment and made an effective advertising campaign.

It is difficult to give specific profit figures, as there are many different factors here:

  • The location of the store.
  • Trading floor area.
  • Range.
  • and etc.

If everything is organized correctly, then the investment can be recouped in 8 months. Although, on average, a business pays off within 1.5 years.

The main rule that will help make the store profitable is to constantly expand the range, offer affordable prices and regularly hold promotions. Only in this way, combined with good advertising, can you get a constant stream of buyers and high income.

 roll up

Most people suffer from a banal lack of time, so they prefer to buy and sell online. Online trading has become very popular. Therefore, novice entrepreneurs are interested in the question of how to open an online children's clothing store from scratch.

Criteria for choosing a niche for business

If you can start your own business, the ideal solution would be to open an online store. Before you open your business from scratch, you need to determine the direction and find out which assortment to give preference to, how much it is in demand. The success of the undertaking will depend on the correct approach. The selected market segment must meet the following criteria:

  • Relevance. No need to fill the store with goods that cannot be sold profitably via the Internet;
  • Lack of seasonality. For a newbie, opening his own business from scratch, it is better to choose a niche without any unevenness.

What type of store to open

When drawing up a business plan, you should consider:

  • Number of sales. Online stores are divided into wholesale (from 5 units), retail (1 pc.);
  • Range. A one-stop shop sells a certain type of product. Such an Internet site has a page with a photo of a certain product, its price category, and a specific description. There are directory sites offering a huge range of product groups. Such a business is based on a certain markup of the product. Consequently, the entrepreneur's earnings are formed at the expense of large volumes;
  • Trading method. There are two sales options: classic and dropshipping. The first method is to purchase products and rent a warehouse for storage. After payment by the client, the selected product is sent by mail or courier service. The second is based on the fact that the purchase of products is not made, but is issued directly from the supplier's warehouse.

Selling clothes for kids can be a profitable business despite the fairly high level of competition in this area. After all, babies quickly grow out of things, so parents have to regularly update their wardrobe. Work on an idea begins with collecting and analyzing information, drawing up a business plan for a children's clothing store. The important points in the organization of this earnings are market analysis, identification of the target audience and the construction of an original concept. It should be borne in mind that the demand for children's clothing falls somewhat in the spring-summer period, so it is better to open a store closer to autumn.

Business features

Before starting a children's clothing store from scratch, you should delve into the intricacies of this business in order to avoid mistakes. If adults, in order to save money, can buy things for themselves that are not of the highest grade, then all the best is chosen for children. Therefore, the high quality of children's clothing is the main criterion when developing the basic concept and a valuable recommendation on how to properly open a children's clothing store. Ideally, purchases should be made directly from the manufacturer, and quality certificates should be displayed for buyers. For many today, it is important to make sure that the product purchased for children is safe. However, prices for baby clothes should be elevated for the target audience. Elite children's goods will not be on sale in an ordinary residential neighborhood, but in a closed business-class residential complex they will be in demand.

When choosing a place to place a point for selling clothes for children, it is important to understand that the proximity to a zoo, circus, children's attractions and other similar establishments is inappropriate. After being charged with positive emotions, the kids and their parents are no longer up to shopping, the store will stand without visitors. Analyzing competition and finding a good place to sell things for the little ones is where to start opening a children's clothing store.

Despite the clearly high demand for goods for babies, start-up entrepreneurs are still concerned about the question: "Is it profitable to open a children's clothing store?" If you do everything right, take into account the experience of those who successfully implemented this idea, consider several examples of business plans for children's clothing stores and come up with your own "chips", then the chances of success are quite high. In addition, the product margin is usually 120-130%, which is quite good.

Facility format

When deciding on the format of the outlet, it should be borne in mind that the easiest way is to sell things for newborns. They are less influenced by fashion. The main requirement for them is high quality and functionality. With clothes for kindergarten children, it is also more or less clear. Boys still wear whatever their parents wear without objection. The main requirement is durability and, preferably, powerful protection against contamination. And girls prefer bright things with ruffles. Dressing schoolchildren is both more difficult and easier. They go to school in uniform, and for the rest of the time they need comfortable, discreet clothing. The hardest thing is with teenagers. Their tastes and preferences are unpredictable. Therefore, at the start of a business, it is better to open a small (with an area of \u200b\u200b20-50 sq. M.) Narrowly focused store designed to dress a certain category of children.

The important points in the business plan for a children's clothing store from scratch are the work schedule and staff recruitment. The recommended working time is 10 hours a day without days off and breaks. Given that small shoppers are quite impatient, the accompanying adults won't have the opportunity to wait until lunch break is over and you will lose shoppers. As for the sellers, if you want to open a children's clothing store, it is better to select not only experienced specialists in trade, but also loyal to children, patient and courteous employees. Small buyers are very sensitive to insincerity and can easily persuade their parents to leave the place with an unpleasant seller without making a purchase.

Business advantages and disadvantages

The clear advantages, taking into account which a small children's clothing store should be opened, are the increased mass demand for things for continuously growing children, a good turnover of goods and the ease of registering a business. In addition, you can think about it at an operating outlet and help sell used things. This option will be relevant in ordinary residential areas, where the income level of some families is below average.

Like any other type of activity, selling baby clothes has its drawbacks. These include:

  • A huge number of competitors due to the ease of entering the business;
  • Inevitable rivalry with chain stores of goods for children;
  • Quite high rental prices for well-located premises;
  • Seasonality of sales (summer recession is difficult to compensate even by introducing accessories for summer pastime into the range).

Should I open an online children's clothing store from scratch? - a controversial issue. On the one hand, our citizens are already accustomed to online shopping. But many will doubt the quality of the product or that the clothes will look good on their children. Most likely, there will be a fairly large number of returns and unflattering reviews from parents whose children did not fit things for some reason. Therefore, opening an online children's clothing store from scratch is quite risky. But you can think about this after successfully entering the market in the usual format.

Activity registration

An important advantage of selling things for children is the rather simple procedure for registering activities. Registering as an individual entrepreneur and choosing a taxation system without submitting complex forms of tax reporting (single tax on imputed income) is what you need to open a children's clothing store. The list of documents for starting a business includes the following items:

  • IP registration certificate;
  • A document from the tax office on registration;
  • Certificate of entry of the store into the unified trade register (validity period - 3 years);
  • Conclusions from the Fire Service and Rospotrebnadzor.

Criteria for choosing a store location

The profitability and success of a retail outlet directly depends on the place where it is located. This point should be carefully considered before opening a children's clothing store.

There are several principles of location:

  • Near new residential complexes (a huge number of young families with children probably live there);
  • Near schools, kindergartens, premises where classes of various sections and circles are held;
  • Close to parks and family areas.

In addition to the basic approaches, when choosing a location, they are also guided by the principle “close to places frequently visited by women” - shops of cosmetics, shoes and accessories, hairdressers.

Of course, it is desirable that there are no competitors nearby. But if this is not possible, you need to highlight your store with some kind of "chip". It may be some kind of entertainment for children or the presence of an original product that competitors cannot offer customers. To understand where to open a children's clothing store so that it brings a good profit, you need to analyze where the flows of potential buyers go.

Room equipment and interior decoration

Once the location is determined, you can start a business by opening a children's clothing store. Specificity assumes the presence of bright colors and elements of a fairy tale in the interior. It is better to hire a designer to decorate the premises with high quality. In addition, it is advisable to equip the room with a corner for kids with bright characters from famous cartoons and fairy tales, as well as a TV continuously broadcasting cartoons. Beautiful mannequins standing against the backdrop of colorful decorations from fairy tales or cartoons will well attract attention.

Lighting is an important consideration in the design. Bright colored lamps highlight the advantages of the product.

In the ready-made business plan for a children's clothing store, be sure to include items of expenses for room decoration and interior design.

The store should have several fitting rooms large enough to accommodate a child and parent. Place mirrors and hangers in them so that it is convenient for children to use them.

All children's things should be placed in the sales area in such a way that little customers can reach them. On the walls, you can place panels with hangers, and in the free space "island equipment", between which it is convenient to move in search of the right thing.

Financial investments

By drawing up a business plan for a children's clothing store with calculations, you get an approximate amount of financial investments necessary to start a business. Of course, in the process of implementing the idea, additional costs may arise, especially since the economic situation in the country remains unstable. In order to say how much it costs to open a children's clothing store, you need to take into account all possible costs:

  • Registration of individual entrepreneurs, obtaining certificates and permits (10,000-15,000 rubles);
  • Rent (RUB 50,000–80,000);
  • Repair costs, interior design and trade equipment (250,000 rubles);
  • Office equipment and consumables (40,000 rubles);
  • Purchase of goods (RUB 500,000);
  • Advertising (30,000 rubles);
  • Salary (60,000 rubles);
  • Utility bills (30,000 rubles).

Thus, about 1,000,000 rubles. - that's how long it takes to open a children's clothing store.

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Shop profitability

If you take into account all the tips for running a business selling children's clothes, you can get about 200,000 rubles. per month. Such a level of profit is possible due to the massive demand for the product, the favorable location of the outlet, the original concept, the high quality of the sold items, and a good advertising campaign. Therefore, the answer to the question: "Is it worth opening a children's clothing store?" obvious - worth it. This is a profitable business with the ability to make a high mark-up on goods, expand, open online stores in parallel.

Payback period of the store

Many optimistic forecasts in the business plans of children's clothing stores say that a small outlet can pay off in 6 months. However, practice shows that despite the massive demand for children's clothes, the store takes time to attract the required number of customers and reach a certain level of profit. The average payback period is 12 months.

Selling baby clothes requires immersion in the business process in order to clearly understand the needs of customers. It is impossible to successfully start in such a saturated niche without preliminary collection and analysis of information. Following the recommendations of experienced businessmen and implementing your own non-standard approach to interior design and the formation of the store assortment, you can create a competitive retail outlet that will bring the desired income. You should start with a small, focused on a certain contingent of children, a store in which everything is thought out to the smallest detail, in the presence of all kinds of styles, colors and sizes. Then the outlet will quickly find regular customers and start bringing in a stable income. Of course, bringing a business to such a level requires a lot of effort, or you can simply open a children's clothing store under a franchise. It will cost much more, but many issues will have already been resolved and you will only have to improve your business. Having an operating business selling baby clothes you might think. It will not be so difficult, because you will already be perfectly familiar with the specifics of trade in goods for children.


* Calculations use average data for Russia

A store selling children's clothing is the best idea for a business, especially if you have no or very little experience in entrepreneurship yet. The main advantages of this business include high profitability and an almost “win-win” product. Children's clothing, which can be quite comparable in price to clothing for adults, is in constant demand. Children's wardrobe is updated several times faster than an adult, and loving parents will be the last to save on their children. Fashion trends, although present in this segment, do not play as important a role as in clothing for adults. This means that clothes that were not sold out last season do not lose their relevance.

Market research

However, before opening a children's clothing store, like any other business, preliminary work is required to plan, study the market and find a free niche. In general, the situation on the Russian children's clothing market is assessed as favorable. In 2005 alone, its share was 12% of the total capacity of the clothing market, and in 2014 the share of the category reached 20%. In addition, children's retail is considered the most stable: even during the crisis, its turnover increased by more than 10%, while the segments of women's and men's clothing lost more than a third of their value. As the birth rate increases, so does the proportion of buyers of children's clothing. Now they make up almost 10% of the total population of our country.

According to analysts, the market is growing not only intensively, but also qualitatively, which implies an increase in the share of spending on the purchase of children's clothing and the cost of the average check. But there are certain features that hold back the growth of this segment. These include lower margins (setting on average lower prices for children's clothing compared to adults at comparable production and logistics costs), high requirements for the materials and production technologies used, as well as competition between retail stores and clothing markets. Small entrepreneurs' lives are greatly darkened by numerous popular joint purchase (JV) sites, where participants jointly purchase goods in bulk directly from suppliers. At the same time, they enter "real" stores only to try on things, and then order them through the joint venture.

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In the children's clothing market, the most popular are clothing in the low and medium price category. The share of premium and luxury clothing is 12% in total. In the women's clothing market, this price category is 15%, but the purchasing power of the latter is much higher. Until recently, the market of luxury and premium class clothes for children was considered promising, since in large cities there was a tendency to choose children's clothing brands similar to adults. However, now, due to the unfavorable economic situation, it is not worth choosing this direction. In addition, revenues from the sale of expensive clothing are not as high as they seem: the costs of promotion and production (as a result, the purchase) of clothing are higher, and the return on investment is lower than in other price categories.

However, there are certain risks in the budget segment of children's clothing. They are connected, first of all, with the fact that the cost of production of children's clothing, in general, is comparable to that of an adult, but parents, on the one hand, do not want to pay a lot for clothes, from which the child will quickly grow up, and on the other hand, they expect high quality. ... As a result, the retail margin for children's clothing in the budget price segment is low. It is difficult for individual stores to compete with chain stores, hyper and supermarkets that also sell children's clothing, and clothing markets. Experts advise to rely on turnovers, since only the economies of scale can compensate for the low mark-up, but for a small clothing store, even if it is well located, it will be almost impossible to achieve high turnovers.

However, this does not mean at all that it is worth completely abandoning the idea of \u200b\u200bopening a children's clothing store. The main thing is to correctly assess the demand and study the assortment and pricing policy of competitors. If you can meet the existing demand and find a supplier of products with the best combination of price and quality, as well as find a good place to open a point, then your business will be successful. When assessing, take into account the number of children's clothing stores in your city and the number of people that live in it. On average, a family spends about 10-15 thousand rubles a year on clothes per child (of course, in the regions and in the capital, this figure will differ greatly from the average).

Children's clothing store: business registration and premises search

To get started, you need to register as an individual entrepreneur. Opening an LLC does not make sense if you plan to work exclusively with individuals. The tax burden for individual entrepreneurs is much lower, and the workflow is less (although you still have to tinker with paperwork). Registration as an individual entrepreneur is cheaper than an LLC and takes less time. If your plans include wholesales to other children's clothing stores, then the form of a limited liability company in this case will be preferable. When registering, indicate the following OKVED codes:

52.42 Retail sale of clothing,

52.42.1 Retail sale of men's, women's and children's clothing

52.42.2 Retail sale of underwear

52.42.5 Retail sale of sportswear

52.42.6 Retail sale of hosiery

52.42.7 Retail sale of hats

Ready ideas for your business

52.42.8 Retail sale of clothing accessories (gloves, ties, scarves, belts, suspenders, etc.).

Even at the stage of registration of all the necessary papers, start looking for premises for your children's clothing store. Finding a suitable option will not be easy. It should be located in a busy place where there will be a minimum of competitors. Ideally, this is a shopping center in a large residential area with high traffic. It is not cheap to rent, but experienced entrepreneurs argue that this option is generally preferable to a separate store. In order to place all the goods in a children's clothing store, large areas are not required. Clothes are oversized goods. It can be placed compactly on racks, displaying some of the most beautiful models on mannequins in the display case. When renting an area in a shopping center, you get several advantages at once, including the ability to place your advertisements on the facade and on the territory of the shopping center and the target audience (mothers with children of different ages). However, this option will not work if in the same shopping and entertainment center there is one or even several chain stores of children's clothing of the same price category that you will have. If, for example, in the same shopping center there is a store of the Detsky Mir chain, then you can take a risk and bet on expensive branded clothing. But it is still better to consider other options for opening a point.

Ready ideas for your business

The rental price in the mall is quite high. And the lease terms are also not suitable for all start-up entrepreneurs. If you decide to look for a room in a separately located building, give preference not to the city center (where rent is also not cheap), but to a large bedroom area. Proximity to the market or shopping center is an additional plus. It is advisable that your store is not located in the depths between houses, where only residents of nearby houses can find it, but along a busy road. A bright, eye-catching sign will be an additional way to attract the attention of potential buyers. Experts advise beginners to focus on the so-called "points of attraction" - the most visited places in the area when choosing premises for a free-standing store. These in our case include kindergartens, schools, children's development centers, grocery stores, etc. In practice, this advice may not work at all. Buying baby clothes is usually not momentary. As a rule, parents go to the children's store purposefully, knowing what exactly they want to buy. It is unlikely that someone on the way to the grocery store will accidentally pick you up and buy a winter overalls. Therefore, you should not get attached to such points.

The issue of store renovation and design deserves special attention. If we are talking about a non-branded store with inexpensive children's clothing, then designer delights will be completely useless. It is enough if your store is clean and comfortable inside. Renting a small room will cost from 30 thousand rubles per month (the exact cost depends on the region, area and location of the point). Minimum repairs, if necessary, will require another 50 thousand rubles or more.

Do not forget that your store must comply with the requirements of Rospotrebnadzor, State Fire Inspection and the Trade Department, which are prescribed in regulations, rules or laws. In particular, the Trade Department monitors the implementation of the "Trade Rules for Certain Types of Goods", especially with regard to store equipment. Rospotrebnadzor requires the implementation of the Sanitary Rules reflected in the PLC - a laboratory control program that is created on the basis of SanPiN and GOSTs. Any retailer is required to have this Program. The fire inspectorate is guided by the Federal Law of December 21, 1994 No. 69-FZ "On Fire Safety", issuing permission to open a store.

You will also need special shop equipment and furniture. The minimum set of equipment includes racks, racks, shoe cabinets, mirrors, hangers, showcases, and a cash register. Furniture should be designed for children of different ages (depending on the assortment that will be presented in your store). If the range of ages is small (for example, you sell clothes only for babies or preschoolers), then you can get by with five or six mannequins. If the assortment is wide enough, then at least nine mannequins will be required (three for each age group: preschoolers, younger students, adolescents). Don't forget to place mirrors in the fitting rooms. If space and budget allow, then you can also equip a children's corner with a board or table for drawing. Some stores have a TV showing cartoons. This will distract the child while the mother picks out things for him.

Assortment of children's clothing store

Ready ideas for your business

The main revenue for such stores comes from the sale of outerwear (over 80% of the total revenue). In second place in terms of profitability is underwear, knitwear and various accessories. However, this does not mean at all that it is necessary to limit the assortment only to these positions. It should be diverse and include models for any occasion - from sports and walking options to festive and solemn ones. If you have no experience with children's clothing, then take a stroll through the shops of competitors and see what their range includes.

It is better to start with small volumes, since the assortment for all major age groups will require a large area and experience in purchasing such a product. You can limit the volume by choosing one or several age groups with the prospect of further expanding the range, taking into account customer demand. The simplest product includes clothes for newborns and a nursery group. Experts advise giving preference to products made from natural materials of attractive design and, equally important, at affordable prices. But this advice is not universal. The fact is that you will not earn much on clothes alone in this age category. If you choose this option, then there are two ways.

You can bet on expensive gift items (basically, these are checkout sets, photo shoot clothes, luxury envelopes, and newborn bedding). As a rule, such clothes are purchased not by the parents themselves, but by their relatives and friends as a gift to the newly-made mom and dad. In this case, considerations of practicality and cheapness do not work. This option is suitable if in the shopping center where you open your store there are other points of sale of children's clothing at budget prices. By opting for the luxury and premium categories, you will be working in your own niche without getting into competition with other stores. If, according to your assessment, such a boutique turns out to be unprofitable (for example, for a small town this is not the best option), you can open a clothing store for newborns and children under three to four years old at affordable prices. But in this case, you will have to expand the assortment by adding, in addition to clothes, various accessories (for example, feeding bottles, nipples, etc.), toys, baby bedding and diapers, music books, etc. For such a shop, it is better to look for a room in in a separate building. In the mall, most likely, you will not find enough target audience.

The next age group that you can bet on is children who attend kindergarten. Clothing for them should be comfortable, practical and attractive in design. Models of the middle price category, made of natural and at the same time wear-resistant materials, are in the greatest demand. Particular attention should be paid to the lingerie group and knitwear. For manufacturers, consider Russian brands that develop designs in our country, and the models themselves are sewn in China. Their products are notable for reasonable prices and good quality.

Clothing for junior and middle school students is a rather difficult category. It is not recommended to contact her if you do not have a lot of experience with such a product. The fact is that the child himself begins to take part in the choice of such clothes. Moreover, he is guided, as a rule, by considerations of “fashion”, but this fashion develops absolutely spontaneously (for example, what one of his classmates has is becoming fashionable). However, the assortment for this target group is dominated by school uniforms and various variations on this theme (trousers, vests, shirts, sundresses, dresses, skirts, blouses and jackets). The price category in this case is practically unlimited: both affordable and expensive things will be in demand. However, the specialization of your store will determine its location and promotion methods, so you will need to decide on it in advance, even before looking for space for rent.

If you rely on the versatility of the assortment and are going to sell clothes for different ages, then it is advisable to break down by contiguous groups (for example, clothes for newborns and nursery assortment, clothes for older preschool and primary school age children).

As for the suppliers, the products of Russian, Chinese, Polish and Turkish manufacturers have proven themselves well. More and more often, entrepreneurs prefer domestic brands, primarily due to lower prices, which are quite understandable, because Russian manufacturers do not spend additional funds on customs clearance and delivery. Traditionally, it is believed that the quality of products of Russian factories is better than that of Chinese or Turkish ones, since they develop their technical conditions, being guided by Soviet standards. Unfortunately, this does not always correspond to reality, therefore, before purchasing products from a new manufacturer, take a small batch "for trial". But avoiding unfamiliar brands is also not worth it. Recently, a large number of small sewing enterprises have appeared, which sew products in small quantities, but with an original design, high quality and low prices. Some of them have their own narrow specialization (for example, some produce exclusively envelopes for babies from designer fabrics, while others - smart dresses and costumes for preschoolers). Perhaps working with several manufacturers at once will not be very convenient than with one supplier. But this way you will get an additional competitive advantage - a unique range. Just be prepared for the constant search for new models, since competitors are also on the alert.

Domestic manufacturers have two more advantages: the availability of all the necessary documents (their goods are certified directly at the factories, so you do not have to certify anything yourself, as when working with foreign companies), as well as more convenient ordering conditions. When working directly with the factory, you will be able to agree on the release of not a whole range of sizes, but selectively, and also get the opportunity to agree on the release of individual dimensional nets. In the process, you will notice that some sizes are more in demand, and some lie on the shelves. It is unlikely that it will be possible to agree with foreign companies on ordering goods with incomplete size ranges.

You can find domestic manufacturers of children's clothing via the Internet. After you confirm that you are an entrepreneur (for this, a copy of the constituent documents is usually provided), you will get access to catalogs with wholesale prices and will be able to conclude a contract for the supply of goods. The goods are shipped on a prepaid basis and delivered, as a rule, by a transport company if the supplier is located in another city.

Working with foreign manufacturers requires experience in organizing the delivery and customs clearance of goods from abroad. You can shift all the worries to intermediaries, but the cost of production in this case will increase significantly. Keep in mind that you will need to agree with the seller on the minimum order amount, on the documents that he can provide with the goods, on the terms and conditions of delivery. All this requires time and knowledge of a foreign language (at least English). If you plan to work with an expensive product, then you will have to go to the seller to check the quality of the product. It will not be possible to exchange a marriage with a Russian labor manufacturer, but foreign suppliers will not go to the meeting, or the cost of shipping a defective item will be too high (and you will have to send it at your own expense). Therefore, you will have to solve the issue of defective clothing yourself (as a rule, an impressive discount is set on it, and it is sold at a price even lower than its cost price).

The average mark-up for baby clothes is 125%. The trade margin for cheap products can reach 200%, and for expensive ones rarely exceeds 80-100%.

Let's say a few words about the selection of sellers to work in your store. With a small area, one store located in a shopping center and working according to its schedule (seven days a week from 10 am to 10 pm) will require at least two sellers. The main requirement for the staff is an excellent knowledge of the assortment and dimensional grid. It is important that they know what size (in children's clothes it is usually determined by height) what age it corresponds to. In addition to salespeople, you also need an accountant. Although accounting for an individual entrepreneur is much easier than for an LLC (if you work on a simplified taxation system), without experience and appropriate knowledge at first, it will take too much time to maintain accounting and tax accounting. Do not forget that you must make mandatory pension insurance contributions based on the wages of your employees and pay personal income tax.

Children's clothing store expenses and income

To open a small children's clothing store with a narrow specialization (for example, by age), you will need from 500 thousand rubles. For a store with a universal assortment, you need from 2 million rubles. One-time costs include the purchase of equipment and furniture (up to 100 thousand rubles). Monthly - rent of premises (30-50 thousand rubles), staff salaries (from 30 thousand rubles), deductions for pension insurance, taxes, and other costs. The profit of a small store is from 80 thousand rubles per month. The payback of such a business is estimated by experts at 12-18 months.

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It is not customary to save on children. Therefore, opening a children's clothing store can be a very successful business. The main thing is to approach the organization of such an enterprise wisely.

Despite the fact that children need clothes of special sizes and styles (especially for babies), there are not many specialty stores.

Often these are either expensive boutiques widespread in megalopolises, or points on the market more familiar for small towns, where the quality of goods leaves much to be desired.

Under these conditions, opening a clothing store with a wide range of products for children of all ages can be considered a highly profitable business that can satisfy users living in settlements of various sizes. We will figure out how to open a children's clothing store from scratch, and what nuances to consider when creating such a business. And what does it take to open a children's clothing store?

Format is everything

Starting a business from scratch isn't too bad.

Yes, it will have to be promoted, and this is not easy work.

On the other hand, it is possible to choose the concept of the future enterprise. The correct format is the key to success.

Funds are spent more rationally, space is more compact. As for the assortment and advertising, they are more thoughtful, which means they will probably hit the spot. So, the format of a children's clothing store can be as follows:

  1. Classical. This implies the sale of products through a full-fledged retail space in specialized departments of hypermarkets or in individual stores in shopping centers.
  2. Online. It is quite possible to sell clothes for children over the Internet. Today it is popular and in demand.

In both cases, there are pluses and minuses. For example, in the first version, customers have the opportunity to look, touch and try on clothes for a baby.

When purchasing clothes through the store's website, they will only have a visual representation of the product, as well as be guided by the description provided by the seller. The photo does not always reflect the true appearance of the thing, just as the declared characteristics may not correspond to reality.

You should be prepared for frequent product returns when selling online.

It is quite difficult to choose clothes for a child.

Children do not always meet age standards for height, weight and foot size.

At the same time, online sales are beneficial for both the seller and the buyer. The first one saves on renting premises, and accordingly can set lower prices. The latter have the opportunity to purchase products at an acceptable cost almost around the clock, without leaving home.

Advertising and promotion

As for advertising, the promotion of an online store will require enhanced measures. A real store is always in front of the eyes of passing customers, so when they need baby products, they will be the first to remember it.

It is convenient to promote a children's clothing store through specialized resources (thematic forums, groups on social networks, blogs of successful mothers). Such advertising is quite economical and effective.

Where is the best store location

Initially, a large area is not required to open a store. It will be enough 50 m 2.

Better to start from a small point. This will allow you to study the preferences of buyers, determine the most popular products and get your hands on it.

It makes sense to open a store in places with high traffic, preferably the audience for which the product is designed.

Not necessarily in the city center. Adults buy clothes for children, so points near kindergartens, attractions, playgrounds, clinics, development centers will be appropriate.

It is advantageous to locate the premises near similar stores that are popular with consumers.

This will increase the chances of getting the attention of potential consumers. Following to a familiar store, customers with a high degree of probability will visit yours.

A high-quality level of service, a well-thought-out assortment and a loyal pricing policy will help convince a client to buy clothes for a child from you.

Naturally, the rental rate should also be taken into account. It can vary several times. However, the location of the store in an expensive shopping center with a high rental rate does not guarantee a large turnover.

Children's clothing store in rented premises

The site is the face of the store. It is both a showcase and an office, so it should be interesting, convenient and most understandable for the client. All the necessary data must be in plain sight (contacts, buttons for ordering products, opening hours, sizes, color, availability of goods, prices, advantages of buying on this particular resource, etc.).

It is better to order a website from professionals. Specialists will not only create a high-quality resource with advanced functionality, taking into account all the wishes of the client, but will also be able to suggest which domain and hosting to buy, which structure and color scheme of the site will be more advantageous.

Just creating a website for an online store is not enough. The resource must be optimized for search queries and periodically promoted. Specialists can handle this better. You can order a subscription service.

Shop decoration

It is advisable to design a children's clothing store in light or bright colors. Pictures with cartoon characters or fairy-tale characters will also be appropriate. A nice trick that both kids and parents buy into is gifts for toddlers.

It will be enough to distribute balloons, hoops with "ears", cardboard masks and other little things. Children's music will not be superfluous. Such a background will contribute to an excellent mood among buyers.

Bright design for a children's clothing store

Old-timers in this niche advise placing a children's corner in the store. It can be equipped with a sofa, playpen, TV, drawing table, children's slide or toys. This will allow one of the parents to relax with the child, while the other is busy choosing a wardrobe for the baby.

Legal registration

To operate a children's clothing store, you will need to register an individual entrepreneur or LLC, as well as receive certificates for products.

To do this, you must submit documents to certain government agencies (tax, Pension Fund, FSS, MHIF, etc.). Registration will take up to 10 days.

Suppliers should be selected verified, with appropriate licenses for manufactured or sold products. The certified products will meet high quality standards, as well as be labeled with clothing sizes that meet the established standards.

Children's store assortment: embrace the immensity

The initial assortment should be formed according to the season from items of the full size range.

It is better if there are more than one set of them.

Based on which category of children you are targeting (babies, preschool children, schoolchildren).

Choose the most popular colors (pink, blue, neutral). As you sell products, identify the products in greatest demand.

Select personnel depending on the width of the assortment. He should be sociable, honest, outwardly attractive and polite. For a small store, 1-2 sellers and 1 cleaning lady will be enough.

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Store opening costs

  • registration - about 1 thousand rubles;
  • obtaining permits - up to 10 thousand rubles;
  • rent (if required) - up to 70 thousand rubles;
  • repair and purchase of equipment, office equipment, consumables - up to 250 thousand rubles;
  • purchase of goods - up to 300 thousand rubles;
  • staff salaries - up to 25 thousand rubles;
  • advertising campaign - up to 20 thousand;
  • other expenses - about 50 thousand rubles.

The total amount will be approximately 726 thousand rubles. However, in each individual case, it can change (for example, if there is no need to make repairs).

Business payback

Is it profitable to open a children's clothing store? The profitability of opening a children's store is quite high.

With a competent organization of the point in the passage place, it will be possible to return the invested funds in a year and a half.

At the same time, tangible profits will appear after six months of stable operation, when the brand becomes recognizable and an audience of regular customers appears. The average product markup is about 130%.

This business requires frequent updating of the assortment, therefore, constant investments. Do not forget about the seasonality of the business. As a rule, sales drop in the off-season. Therefore, the assortment of the store should be “diluted” with toys, handbags, accessories and other goods.

When opening a children's store, rely on kids. After all, it is they who will ultimately make the decision to buy this or that thing. Put your heart and soul into your store, and then parents and kids will come to you again and again, feeling the atmosphere of attention and ease. And of course, you shouldn't ignore the quality of the products. Small buyers especially need comfortable, beautiful things that are resistant to wear and tear.

If you prefer production to other activities, but at the same time do not have large finances, then you can realize your idea by creating a small production. ... Where to begin? What to produce? You will find the answer to these questions in the next article.

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