Бізнес | Школа Стратегічного Архітектора

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STRONG

RESPONSIBLE

BRAVE

INTERTOP UKRAINE:
INNOVATION AND DEVELOPMENT

SERHIY BADRITDINOV

CEO INTERTOP Ukraine,
a graduate of the School of Strategic Architects of the fourth set

Exiting the system
A qualitatively new level of development
New approaches to cooperation
Formation of the core of society

NOW WE ARE PASSING A NEW TRANSFORMATION.

It all started 25 years ago. The collapse of the Soviet Union. There were almost no imported shoes on the market. I was selling electronics at the time, and our core founders suggested we do shoes. For me it was such a terra incognita and a very big challenge. But I agreed. We bought three or four shoe brands, opened the first store and called it Intertop.
We did not always grow, unfortunately. There were several stages of transformation. At first it was a small shoe store. In 1998, when there was a crisis in the country, we began to go to the regions. In 2006, they discovered new countries — Kazakhstan, then Russia. In 2014, we closed Russia.

We have clearly defined all our customer groups and try to be a little ahead of the market. It used to be a shoe company, we had all the top brands in the world. Now we are transforming into a technology company.

YOU CANNOT CHANGE THE SYSTEM IF YOU ARE ALWAYS INSIDE IT. YOU MUST GO OUTSIDE.

When I went to the Strategic Architect School, I was sure that after studying we would be able to look at our system in a different way, we would be able to change it. I personally and the company had a request for this.

The first three or four weeks really broke me, because I didn't understand how it was possible to think other than as a businessman. But it was very enriching. At the beginning of my studies, it was very difficult for me to perceive how civil servants or cultural figures, for example, make decisions. This is completely different from business decision-making. But then I sincerely thanked the program managers for such a composition of the group.

I began to understand other systems better, and I became more open. I understood that it is necessary to build open systems. Our possibilities are endless. And the Program gives an understanding that the limits are only in our heads, that we can go beyond them.

THIS PROGRAM MAKES THE CORE OF SOCIETY. THE CORE THAT CAN CHANGE THE COUNTRY.

At the School, I met absolutely outstanding people. I realized that different people can have different roles. I understood that Ukraine is also important to them, society is important, but they follow a different path. And understanding this path is very important. I believe, personally, that this is a very important story for society. When people from completely different strata learn together, learn to understand each other and the limits of the system, learn to think systematically, engage in art and philosophy together.

After the School, we changed our approach to communicating with state authorities. We perceive them as helpers now. And we are doing a lot to change the rules of the game. For example, we are the first Ukrainian company to sponsor the National Olympic Committee. We design shoes for the Olympic team, uniforms for the Olympics in Tokyo. Together with the Ministry of Ecology we opened an eco-trail in Holosiiv Park. We support the cultural projects of the National Art Museum, Open Opera Ukraine.

THE DEVELOPMENT OF OUR BUSINESS HAS REACHED A QUALITATIVELY NEW LEVEL. WE BEGAN TO DEVELOP MORE CONSCIOUSLY.

In the fashion business, there are almost no examples of companies that have transitioned from basic retail to a technology company. We will probably be the first in the world. Companies from Europe even come to us to study. So I think we're doing a really cool thing. Not only in Ukraine.

I am proud that we’ve changed the company. We are currently working on two very important things: technology and customer experience. We are implementing a new IT system, changing the mobile application, we have already added an automatic stylist with artificial intelligence to the site, which selects a total look with jewelry, clothes and shoes. Despite the fact that we cooperate with global brands, we do not forget about Ukrainian manufacturers. The entire Olympic collection was made in Ukraine.

SO MANY PLAYERS CAN JOIN US AND USE OUR BUSINESS FOR THEIR GROWTH.

Intertop is an open system. We understand that we cannot create all the world's innovations, we cannot be the best at everything. But other partners can easily connect with us with their innovations. For example, an automatic stylist was created by an external startup. It is beneficial for customers, it is beneficial for suppliers, because we provide a unique service. It's not just about technology. There are many opportunities for cooperation: innovation, assortment planning, advertising, etc.

We are open and invite other companies to cooperate. Everything is very simple. If it is a good service, if customers need it, then we continue working. If the clients don't need it or maybe it's not in time, maybe we'll try it in a year.

I know that we will have a great future. I am sure that Ukraine will develop, that we will be a very successful country, because there is a very cool potential here and very cool people. And I am sure that our company will be a leader.

WE
ARE
PROUD