"Miss Sixty: New character of "Arbat Children's" house

In May 2005, in the heart of the historic part of Arbat, was opened the first Russian store of the trading network "Energie". Everything here is unusual - clothes (trendy, youth and not awfully expensive), conception of interior decoration, way of presenting goods, shopwindows.

"Address "51, Arbat" is well-known for native Moscow citizens - tells us Lada Vardanyan, "Arbat Energie" director general - Arbat is the heart of old Moscow, each house here has its own history, the legend. So, this house, built before the revolution of 1917, is described in many historical reference books and Moscow guidebooks. Formerly here was situated one of the first Moscow movie theaters - movie theater "Ars". In the Soviet period it was called "Science and Knowledge". I went to school, nearby, and when I was a kid I often went to this movie theater. Just in this house Anatoly Rybakov settled his characters in the book "Arbat Children". Very close is situated the house, where Pushkin lived."

Energie brands (Miss Sixty, Sixty, Ayor, Energie и Killah) are not known in Russia yet. Very few people know about it, among them are pop-stars, actors, people of high society. "The idea of opening "Energie" - Lada Vardanyan continues - occurred to me during my vacations in Rome, when during the walk I payed attention to the trading net of the Rome youth stores. These were youth stores, for courageous and fashionable, men and women, for everybody, who feels that he is young".

The interest in collaboration turned out to be mutual, and very soon Italian architects from "Sixty Group" developed the unique project for the first conceptual store "Energie". Store of such a size, situated in Moscow, was a priority project for them. Repair and design works went at full speed, collections were ordered; as a result of a captious casting was selected the staff that met the highest requirements of "Sixty". Best Italian and Moscow designers worked together on design of each part of the store. During several months was developing the unique, absolutely original conception of advertising, further development, this store will be the first one in the whole net.

When arose a question about the need of automation, the store directors began to look for the worthy candidates among the suppliers of equipment and software. Search was conducted with one of the most reliable methods - by means of receiving opinions about different companies from friends and acquaintances. As a result, were chosen two suppliers: antitheft systems supply was entrusted to "Element Store RS Ltd." company (www.elementstore.ru), equipment and software supply was entrusted to Borlas Retail (www.borlasretail.ru).

"Element Store RS Ltd." company created complex protection system for the store in Arbat, it's based on the Nedap Holland equipment, exclusively delivered for Russian and CIS countries market.

For safety store work it was considered to use antitheft systems that allow to control visitors, staff and cashiers.

The following problems were solving during installation of the system:

• 100% detection of the carrying-out goods from the store
• no false responces
• noise resistance
• staff control

EQ Standart 30 black aerials were set specially for the "Energie", they organically blended with the store interior, created by Italian designers. Thus, antitheft equipment NEDAP was established without detriment to design.
The problem of 100-percent detection during carrying-out through the aerial system solved the most reliable sensor Bell Tag, that doesn't damage clothes and is very durable.
For sensor deactivating is needed a special releasing device (the pull-out key). "Element Store RS Ltd." specialists included to the safety system releasing equipment with the special analytic devices that allow to state:

• opening-closing of the store
• untimely entry to the store
• unauthorized removal of safety tags

One more opportunity to keep efficient statistics was used - visitors counter, installed on the EQ Standart 30 aerials. An objective registration of visitors, impartial analytics, fail-safe functioning of the anti-theft equipment allow to control visitors and staff. And at the same time the system provides store protection 24 hours a day the whole year round.

We have an opportunity to access information about NEDAP antitheft system twenty-four hours a day in the Internet. We can keep statistics of visiting the store, and on the basis of this information see popularity of "Miss Sixty", coordinating marketing policy. We are sure, that our system will secure us against troublesome situations" - sais Lada Vardanyan, director general of "Energie Miss Sixty".

 In the project frameworks, Borlas Retail company was entrusted to introduce an effective control system for a commercial enterprise. Choice of Borlas Retail was not accidental and was caused by the fact, that the majority of the commercial enterprises, exploiting Borlas Retail solutions, speak of the company as a supplier of the reliable equipment and software. For "Energie" store automation was chosen control system TradeX and POS-terminals IBM with cash software PosX.

TradeX control system - is a proper development of Borlas Retail. The product is intended exactly for non-food goods enterprises and takes into account big amount of peculiarities of this business field, such as goods accounting in color-dimensional matrix; work with goods both in the own enterprise coding and supplier coding; work with seasons; an opportunity of individual work with customers; an opportunity to receive information in the store about goods remains in other stores of the net. The system contains an advanced logistics module, allowing tracing movement of goods from the moment of order till the moment of deliver; the very ordering system is automated and allows ordering goods automatically according to 5 different algorithms of rest distribution.

For director's convenience, the system contains more than 600 reports, allowing estimating the results of the company activity from different points and make adequate decisions. The most precious is that the company director or top-manager, making the decision (about changes in price policy, assortment policy, promo-actions organizations and others), can process decisions in the form of electronic documents by himself. On the one hand it helps to avoid "bureaucratic delays" during decisions executing and exclude an opportunity of director decisions "slippage", on the other hand such an opportunity makes enterprise management process maximum easy, clear and convenient.

Surely, very valuable fact is that the system is fully ready for operating just after an installation in the enterprise and doesn't need individual modifications for each client. All these characteristics together with reliable cash solution PosX and POS-terminals IBM make the accounting system really effective and fail-safe. In many respects thanks to that the project doesn't stand still - it's planned to open one more Moscow store of the "Energie" trading net in August 2005. "To meet with success, as it was intended, many gifted, experienced, creative people with an excellent sense of style worked on it. They all, including me, put their hearts into realization of our idea", - said Lada Vardanyan.

September, 2005, "Modnyi Magazin" Magazine

An interview with Konstantin Markaryan, general director of "Element Store RS Ltd.", for "Oborudovanie" magazine, coordinated to the ceremony of "Golden Weight" award.

Past year was rather successful for "Element Store RS Ltd.". The largest trade companies became our clients: TSUM, shops of chain stores "Ashan" and Stockmann. For the past year we installed more than 2500 antitheft systems of "High End" level. We are grateful to all clients and partners of "Element Store RS Ltd." for trust and will maintain our current image of the company of professionals in future.

July, 2005. "Oborudovanie" magazine.