Kalashnikov plans to open 60 new shops offering traditional weaponry along with its own brand of clothes and accessories by year end.
As Vladimir Dmitriev, the Marketing Director of the company, told Izvestia, because of the sanctions against Russia the Concern had to seriously revise its marketing strategy. Before the sanctions, up to 70 per cent of hunting and sports rifles were sold to Europe and the US.
After losing those markets, Kalashnikov has turned to the home consumer, offering unlicensed civilian products among others. So the idea to produce its own sports and casual clothing line as well as souvenirs was born.
"I have many years' experience in the automotive industry and I do not understand why we do not have our own brand of clothes and accessories. Up to 10% of sales of such giants as Caterpillar and Ferrari comes from their own clothing brand. Kalashnikov is an international brand and we have all the reasons to believe that clothes and souvenirs bearing our symbol will be as popular with customers as our main products," Vladimir Dmitriev told the news agency.
"Military style, military trends in clothing are currently popular all over the world," the fashion designer Vyacheslav Zaitsev told Izvestia. "And if we create a clothing line in a professional way, I think this will be a very good business. And in case of Kalashnikov it is even better because its own name will contribute to success — the brand the whole world links with one of the main symbols of Russia."
Kalashnikov is still working on its civilian clothing line. It is going to be presented at the Army-2016 Forum in Kubinka, Moscow, this September. The Concern is going to present not only their own brand of clothes and accessories, but also an updated line of small arms at the Forum.
Kalashnikov will launch production of Lebedev pistol (PL-14) early next year. The new weapon testing, commissioned by the RF Ministry of Defense, will be completed this year, announced Aleksey Krivoruchko, CEO of Kalashnikov Concern
Kalashnikov has delivered Vikhr-1 guided missiles worth $191 million to the Russian Armed Forces. " We have not only managed to establish large-scale production of the new missiles, Vikhr-1 but also have been able to complete the order in the shortest possible time to solve the problem of replacement of imported components for domestic missiles,” General Director of Kalashnikov, Alexei Krivoruchko said in a press statement Tuesday
Kalashnikov is forced to strive for an increase in the share of civilian products due to the western sanctions against the company since July 2014. The US prohibited imports of Kalashnikov products to the nation citing Russias alleged interference in the Ukrainian internal conflict
Russian arms manufacturer, Kalashnikov concern has opened its first merchandise store at Sheremetyevo airport in Moscow. Airline passengers will now be able to purchase a wide assortment of souvenirs, clothes, bags and other accessories, including full-size replica guns, all branded with the Kalashnikov logo, Sputnik reported Tuesday
Kalashnikov has begun serial deliveries of its high-speed transport and amphibious assault boats to the Russian Special Forces. Kalashnikov began it first deliveries of the BK-10 assault landing boat and the BK-16 multipurpose amphibious boat to Russia's Special Purpose Military Units (Spetsnaz), according to the official statement published Wednesday
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