Home Interior (Hoff)

History and Performance Indicators

2023

Revenue growth by 16% to 80.7 billion rubles

At the end of 2023, Hoff's total revenue increased by 16% compared to 2022 and reached 80.7 billion rubles. The company announced this on January 25, 2024.

The largest increase in revenue year-on-year came from online sales: revenue from orders in the online store increased by 23%, the number of orders also increased by 23%. Orders from the online store in 2023 brought the company 24.6 billion rubles.

Revenue from retail sales increased by 13% compared to 2022 and amounted to 56.1 billion rubles.

Among product categories, the largest increase in total revenue was shown:

• kitchens (+ 31%);
• bedrooms (+ 28%);
• soft (+ 13%) and
• office furniture (+ 20%);
• children's (+ 19%).

The largest sales in the category "Furniture" fell on bedrooms, soft furniture and kitchens. In the Homeware category, Hoff shoppers were most interested in textiles, utensils and paintings.

The company managed to achieve such indicators thanks to the development of priority product categories and a line of end-to-end collections, work with pricing, the introduction of a new assortment, interaction with local suppliers and strengthening internal expertise related to the production of furniture and its quality.

In 2023, we improved the mobile application, increased the revenue of our own marketplace. In September 2023, we had another important event - we updated the company's positioning. The requests of our buyers were transformed, and we realized that it was time to change communication with the consumer from rational to more personal. In 2024, we will continue to strengthen our position in the e-commerce market and increase our online sales share, as well as develop an omnichannel approach at points of contact with the client. But the main task remains unchanged - to be an expert and a reliable assistant for our buyers, - said Hoff CEO Alexander Zayonts.

One of the sustainable competitive advantages of Hoff has been the growing share of platform sales - individual pieces of furniture created in a single style and color scheme. The configuration of the platform elements can change like a designer, allowing the client to choose one of several possible options for arranging his apartment or house. Based on such platforms, Hoff develops end-to-end collections that make it possible to arrange different premises of an apartment in the same style.

The most popular among Hoff customers in 2023 was the line developed on the basis of the Oscar platform. This was confirmed by the growth in sales of Oscar furniture in 2023 by 137% compared to 2022.

In 2023, Hoff began to implement a new concept in its hypermarkets - the organization of trading space by "worlds."

The concept is based on the layout of the store in accordance with the stages of arrangement of the apartment.

Hoff focuses on the development of the mobile application - it is this point of contact with the buyer that allows you to achieve the highest percentage of customer returns, increase the percentage of regular customers loyal to the company, and achieve the highest profit from one client in the online store channel (LTV). As of January 2024, the share of revenue from orders through a mobile application is 10% of the company's total revenue, and the share of orders in an online store is 23%.

Hoff's online shoppers are up 24% in 2023. The share of new customers on the Internet increased by 15%, and the number of those who returned for purchases increased by 31%.

At the end of the year, the total share of online sales amounted to 30% of the company's total revenue. The revenue growth of the online store in Togliatti (+ 61%), Krasnodar (+ 40%), Volgograd (+ 39%), St. Petersburg (+ 32%) and Yekaterinburg (+ 33%) was especially noticeable.

Opening a store in Tula

Hoff opens the first hypermarket in Tula. In addition to a large assortment of furniture and household goods, a planning area will be available to visitors, where consultants will help you choose and purchase various categories of furniture for any size and functional features of an apartment or house. The company announced this on December 18, 2023.

The hypermarket is planned in accordance with the stages of the apartment arrangement. The trading room is opened by the "world of cuisine," then there are departments with furniture, goods for bedrooms and living rooms. In each "world" buyers will find not only special rumsets with ready-made design options for different rooms, but also all the necessary, thematically selected accessories for creating comfort - textiles, decor and home goods. A feature of the store will be the planning area for children's rooms. This update was first presented in a hypermarket in Tula. Also, buyers will have a large selection of children's furniture for children.

The Tula region is one of the priority regions for us. Hoff products are in demand here. This is confirmed by the high level of demand in the mini format store, which opened in Tula earlier. Therefore, increasing our presence and opening a hypermarket here was a logical decision. One of the qualities of the store is its convenient location. It is on a busy highway in a freestanding building. This will allow local residents to purchase goods for arranging personal space on the way to the dacha or to a country house. We hope that an increase in the offline Hoff range will inspire our Tula buyers to change the interior and create new interesting layouts of their home, "said Dmitry Kostyukhin, Hoff Retail Sales Director.

Separately, the store will house the "world of dressing rooms," where customers, with the help of a design studio manager, will be able to choose a convenient storage system. Also in the design studio it will be possible to design furniture for free to order and for other rooms. The Hoff hypermarket range is designed so that when choosing furniture and decor items, visitors can easily find models that fit together. Through collections will allow you to design the apartment in the same style, design and color scheme.

Hoff is a home improvement expert. We understand the needs of our customers and constantly strive to improve the quality of service. So, in this hypermarket, buyers will have a wide range of additional services, a significant part of which is available free of charge. For example - a 90-day test draw of mattresses of our own production brand, - said Alla Sonina, director of the Hoff-Tula store.

The Hoff-Tula furniture and home goods hypermarket, with a total area of ​ ​ 3400 m ², opens its doors at 7 Arkady Shipunov Street.

Opening a store in Tver

Hoff on November 2, 2023 opened the first store in Tver. For buyers, a large planning area is organized in it, where you can choose and purchase various categories of furniture for any area and functional features of a house or apartment.

The Hoff store in Tver was created in the format "all furniture in one place." As of November 2023, it has no analogues in the city. We hope that our store will become an assistant and inspirer for citizens when arranging an apartment or dream house. Now, in order to order an individual design project, choose and buy furniture, Tverichans will not have to go to Khimki, as it was before. In the store, we have created special rumsets (thanks to this solution, customers will be able to see how furniture from a particular collection will look in their interior); brought a new assortment, which had just begun to arrive at the main stores; made a convenient planning area. According to the shipments of our online store, we see that residents of Tver are showing great interest in our products, so we hope that with the opening of the store this interest will only increase, ― said Dmitry Kostyukhin, Hoff retail sales director.

The store is located in the Tandem shopping center at 70 Oktyabrsky Avenue. Its total area is 1735 m ².

Opening a store in Ryazan

Hoff opened the first store in Ryazan on September 29, 2023. The hypermarket of furniture and household goods is located in a separate building next to the Premier shopping and entertainment center at the address: Ryazan, Moskovskoye Shosse, 21b. The total area of ​ ​ the store is 3400 m ². The hypermarket implements a new concept - the organization of trading space by "worlds," when everything necessary for the arrangement of one room - from case furniture to accessories - is located in the same zone.

In the new Hoff in Ryazan, we have completely revised the layout of the store so that customers get immediately into the "world of cuisine." We hope that our hypermarket will become an assistant and inspiration for creating the environment of a new apartment or updating the previous one. We have also expanded the area to select dressing rooms and storage systems, bringing in the most recent collections of body and soft furniture, utensils, textiles and other homewares. We see the interest of residents of the region in our brand, based on the sales of the online store: a significant part of deliveries goes just to Ryazan and the region. And this suggests that our format of furniture and household goods is interesting to residents of the city. We hope that our hypermarket will inspire them to create interesting interiors, "said Ekaterina Selezneva, Deputy Director for Retail Sales for Commercial Affairs at Hoff.

2022: Opening of a hypermarket in Chelyabinsk

On March 3, 2022, Hoff announced the opening of a hypermarket in the Taganai shopping and entertainment complex in Chelyabinsk in digital format, which will become the 59th store of the chain in Russia. Its area is 6,500 square meters.

An important feature of the store is that it becomes one of the online sales channels. Customers can choose products not only from the trading floor, but also from among the entire range of the company (more than 70,000 articles) using special digital panels and tablets of sellers.

The opened hypermarket will introduce digital solutions: seller tablets, large touch panels and media screens filled with content about Hoff products, self-service checkouts, self-checkout areas, planning areas for cabinets and kitchens, and much more.

The assortment includes everything for home improvement: furniture, textiles, dishes, interior decor and much more.

In recent years, the company has been improving its customer experience in offline stores along with the development of online sales channels. We integrate various technologies into trading floors, with the help of which the client has the opportunity to gain experience online offline, "said Mikhail Kuchment, co-founder of Hoff .

According to Hoff estimates, investments in the opening of the hypermarket amounted to about 130 million rubles.

2020: Creation of Retail Innovation Tech Alliance

On February 25, 2020, M.Video-Eldorado Group told TAdviser that together with X5 Retail Group, Beeline and Hoff created an alliance to find and implement innovations. Retail Innovation Tech Alliance (RITA) will look for technological solutions both on the Russian market and on international startup sites. Read more here.

2019

• Turnover in 2019 - 40.7 billion rubles.
• Online turnover in 2019 - 6.6 billion rubles.
• More than 5,000 employees
• 20.2 million store visitors per year
• 71 million visitors to the site hoff.ru per year
• More than 300 suppliers

• 52 stores across Russia:
• 39 Hoff hypermarkets
• 13 mini-format stores
• Online store hoff.ru

2017

In 2017, Russian furniture and home goods retailer Hoff increased revenue by 43.4% to 26.2 billion rubles. RIA Novosti writes about this with reference to the company's message. In 2016, the same indicator increased by 30% to 18.3 billion rubles.

Sales in comparable stores increased by 13.8% (in 2016 - by 19%). The volume of online trading continued to grow steadily. In 2017, Hoff sold 3.7 billion rubles of goods via the Internet, which is more than 1.5 times higher than the same indicator in 2016 (2.4 billion rubles). By the way, in the year before last, the network's revenue from online sales immediately increased 2.5 times.

For the departed 2017, the retailer opened 11 new stores. These are seven hypermarkets (two in Moscow, two in St. Petersburg, one each in Tyumen, Orenburg and Sochi), as well as four stores in the Hoff Home format of a reduced retail area (1.5-2 thousand square meters). Three such points opened in Moscow and one in Krasnodar. The total area of ​ ​ new retail facilities exceeded 59 thousand square meters. m.

In total, 33 stores of the retailer are currently operating in 12 cities. Russia In addition to Moscow St. Petersburg, these are,,, Yekaterinburg,, Rostov,, and Krasnodar Voronezh. Orenburg Samara Tyumen Kazan Sochi Novorossiysk The retail chain also opened Internet sales in the Crimean capital Simferopol. Points of reduced formats Hoff Home and Hoff Mini (1-1.5 thousand square meters) work in Moscow, Krasnodar and. Novorossiysk

2016

In 2016, furniture and home goods retailer Hoff increased revenue by 30% to RUB 18.3 billion. At the same time, the company's sales in comparable stores increased by 19%.

The retail network itself explains the positive trend by the development of alternative sales channels. In particular, the share of revenue from the sale of goods online doubled, reaching an indicator of 2.4 billion rubles. In 2016, the company launched sales via the Internet in 55 cities of Russia.

According to the official website, at the moment the Hoff chain in Russia has 23 stores. They are located in Moscow, Podolsk, Samara, Voronezh, Rostov-on-Don, Krasnodar, Sochi, Novorossiysk, Yekaterinburg and Kazan. 15 of them are hypermarkets, 4 are in mini format (area 1000-1500 sq. m), another 4 are in home format (area 1500-2000 sq. m. The total area of ​ ​ hypermarkets is more than 171 thousand square meters. m.

The company employs more than 2,200 employees, the total area of ​ ​ network hypermarkets is more than 125,000 square meters. meters. More than 5 million people visit Hoff hypermarkets annually, and more than 12 million unique visitors visit the company's website annually. On March 1, 2016, the Hoff online store was opened in St. Petersburg, without opening a hypermarket.