NEWS

COMFY Introduces New Store Format and Transforms them into Art Galleries

28 th
October 2016

In 2016, COMFY one of the leaders in Ukraine’s consumer electronics retail has started a renovation and introduced a new store format. The renovation strategy is a result of COMFY’s focus on multichannel business structure. Comfy started a new long-term initiative aimed to support Ukrainian art. The idea of the art project complements the renovation strategy, putting technologies and art into one perspective.

 

The new format is about integration of traditional and technological approaches in retail, it’s about comfort and simplicity. Today the difference between online and offline business is blurred. This is why new COMFY stores are planned with the consumer interest in mind. Now a customer who has bought a product online can easily pick up his order in a COMFY offline store.  A key benefit of COMFY new format is a virtual interactive shelf, which helps a customer find and order any product, including products that are not displayed in the store. In this case the company is committed to organize product delivery within 24 hours.

 

In order to strengthen the message of renovation, the company initiated a project Comfy Art Prize for young artists aimed to support modern art.

 

Comfy Art Prize attracted aspiring artists from 102 cities of Ukraine. The contest gathered 2700 art works pushing youngsters to create and think beyond the limits. The idea of the project was to make art more available for people, so that they could visit an art gallery as easy as they can visit an electronics store. Now COMFY uses works of contest participants in design and decoration of renovated stores. Key stores in major cities of Ukraine (Kyiv, Dnipro, Zaporizhzhia, Cherkasy, Odessa) have been freshened up with modern pictures and paintings.

 

In September 2016 COMFY went further integrating art into urban space and city life. One of the key stores in Dnipro has been transformed into an art object with bright mosaics put right on the glass façade of the building. The mosaics image was created by Stepan Riabchenko, a modern Ukrainian artist.

 

Stepan Riabchenko: “I was inspired by the idea of transforming a building into an art object. The image I intended to create shows the dynamics of the modern world, its colors and its spirit of change”.

 

COMFY has a reputation of an innovator who leads the market. The company revisited its product strategy and added more innovative devices to the shelves. New assortment includes smart watches, gyro boards, fitness trackers, action cameras and various accessories. 

 

Natalia Koshova, director of marketing and e-commerce, COMFY: „With this art initiative we give our consumers one more great reason to come to COMFY. It is not just about shopping – it’s also about getting to know our modern world with technology and art as integral parts of it”.