Timur Omar, the owner of a music store Caviar Lounge, considers himself a complete music lover, not a business man, to speak the language of numbers. His only rival Boris Simonov, who founded the legendary "Transylvania", you could say the same thing. However, these two stores have the best experimental and independent music in Moscow. To students with less competitive intrigue me as being sweet, but interesting that the claimed Timur implemented relevant and trendy with surprising ease, finding support from outside investors, writes "Business". Timetable Caviar Lounge store-4-10 at night. Timur - a night person, and we will meet with him at the time when it comes to issues such as improper and, on the other hand, you can relax and blurt out too much. C vinyl on Forests - How did it start? - At the age of seventeen I first came to the club in filofonistov DK Gorbunova in which Boris Simonov was a director. That was in 1988. The club is located right in the lobby, and even earlier, in the 80s, the whole society could, led by Simonov, the plates went to the woods, hiding from the police. Imagine this: People are running, records fall in the mud and broken, and the one who gape, the police beat with truncheons. This feat is impossible not to admire. Then everything became culturally. And what is now called "rump" has endless stalls of household appliances, not unrelated to authentic "Gorbushka". I am very sad to hear, like a knife on the glass when someone says, Gorbushka "" "I was on." One might ask: "" "What" Gorbushka Gorbushka "They were what you know about" First I heard across the country, the Italians, italo disco, then New Wave, Punk, then industry, light music, lounge. Well, in my personal collection includes everything from the radical forms of Hawaiian music to belt 50. - Somewhere you go to school? - I inzhenernostroitelny my studies at the Moscow Institute. Nothing to do with my passion for music to do, he had not, but there were some plus points: - shoes with heavy metallicheskimiplastinkami on the nose, I lost two years in the Army, and in the third year, we passed the office, I was a where beautiful work shoes. "Dr Martens" was not then get, even after baryg and "Iron", so shoes immensely satisfied. But the superintendent and I did not, even though the parents are actively trying to work myself back on track days. - And with what money to buy records? - Well, of course, on a scholarship. It was about 40 rubles, and good plate will cost 50-100 rubles. In fact, I have, like many other visitors to the club filofonistov, haggling number plates close, from time to time to "throw" stores like "Tones." Need to know when, where and what to throw away, and a little luck. Kramer, of course, lined up, but they could not buy, so get these outsiders like me, a few crumbs. But mostly the plate went from hand to hand, there was an exchange of collectibles. In addition to people coming out of the province, we have what it takes, we caught accidentally, and significantly increased our material condition. A collector of this province, the. Incidentally now the owner of several wineries in the Arkhangelsk Region So what are some music lovers are truly risen in relation to serious business. The new format in 1994 with the advent of compact discs in Moscow trading Timur was a process that not even he refuses to give small businesses. - The audience greatly expanded. We ordered wheels from the USA our prices were twice as above, so that we live more or less. Later, I went to Amsterdam, where he met with leading labels in the field of experimental industrial music. From that moment began a direct contact. Worked at home, internet, fax. - They had a regular customer? - In general, yes. I drove the music on demand, but in principle, not only customers I dictated their taste, I like to make them. Of course, if I was asked something that I bring bad form felt, I did not bring up in the recovery position and refused. - They brought and sold for twice the price? - It's over. You earn 50% of the nominal value, but it most. Almost impossible to make the price higher in order to remain competitive. On the old "Gorbushka" There were people who received 50 cents on the disc, there were those who had a price of $ 6 to $ 12. More money can be earned only by curiosity. - Do you have clients at home. Why do you have a shop? - Honestly, I do not fully understand. But close friends tormented me with questions, but when it happens. I resisted for a long time, until I literally presented on a plate. - What is it? - In fact, I got the money and said: This is the money, let's do. If you do not now, then do not give money. Sufficient amount for the purchase of equipment, office equipment, increased to 20 percent runoff Timur was shop (now postponed Povarskaya Street) on Frunze Embankment, he rents a room Realtors, and it was about 30 square meters. m - We sell CDs, Vinyl DJ, DVD. For the selection of the area, I say, but my staff have vinyl - DJ. This is a very special product, and at first even they make mistakes, not based on one that will be in demand. Six months later, we took the market and the situation returned to normal with the vinyl. - Who in your State? - I trust people - friends and acquaintances. Only four people in a new place, we extend the state of up to five or six people. Relationship with the team is a very complicated story. I'm pretty hot-tempered man, and although I understand that should be correct, occasional tear. But as the work of my friends have, after the end of the day we can go to the cafe to drink, is embrace and resentment gone. Before I had my business, I was an advocate of the position that neither friends nor acquaintances, family members should not work with me. But the product that we sell are very special, and it turns out that people who know how to share my views on life. Management of large music stores an eye to the lack of coverage of such a plan, since we. Due to the extremely low demand on the one hand And on the other side - customers who buy such music, need attention, dialogue, and find competent staff very difficult. Our clients typically seek drives off the charts in the format of MTV. - And could examples that help your customers? - This is very different people. Artists losers, some paintings, propyl sold two thirds after, spend. On the plate, the owners of large companies Spinning wheels - your friends who gave money for the company, were ready for the fact that he does not go? - Yes, of course. Exceeded our monthly expenses at the old place $ 3500 per month. But the store was not a minus. - And when you open the problems were? - Of course, during the registration process. A lot of cases where you need to support the signature. VMoskve sanepidemstantsii about five, and even if we eat not sell if it's necessary to get the actual documents, you have to get them all. At the end, we spent about three months to collect the documents. Of course, we pay: is an endurance is nothing that you can not get or do not for three months, and all eight. Then we were not disturbed, perhaps because the contract with the owner the actual services. - What is the basic difference between your business, for example from a similar shop somewhere in Europe? - It is much easier. On the timing of new products, the system of paying for goods or a refund. In Russia there are popular in Europe and the U.S. payment systems "fell drink." As "Decreased drinking" not issued with cards work in Russia. Therefore, we address these problems through bank transfers, and that additional financial losses. Furthermore, in Europe and in cooperation with distributors, stores have the right to return 80% of the goods. Work with Russian shops not so. For returns, we lose so much that it's easier to throw. - By the way, what you do with the surplus stock? - Setting up a sale. If these measures prove ineffective, and the retail space, we are not dimensionless, then refer someone garage. Here's a great story: a beautiful vinyl shop in Shabolovka. If you. To a new position, to move, to avoid dumping, records that do not have stabbed demand for ten years in the garage I vividly imagine harrowing scene. - If you have any problems with customs? - We pay offices, dealing with customs clearance of goods. Brokers in their state, we do not. - A pirate copy that you sell? - Of course! We have a charming pirate, they all fake. Private traders like me, there's nothing you can do, it is the power of the majors. After taking over the control of bodies such processes only if it is supported by your application finances. - And you have to pay for advertising? - No The name of our shop Caviar Lounge, and the company is located in Moscow, the various experimental artists known brings. Owner - my friends, and choose a name for their business, I just wanted to express my respect. So, her PR person and helped us. Common artifacts - as I understand it, only for the business, you have your labels? - Yes, follows one of the other. My labels - this is a hobby, so I spoil my conscience. They open and close, because to do an eclectic label, I think wrong. Sometimes struggle to cover the cost of publications. But I always had the desire to open a shop is not even as a cultural center with concerts. At the new location, there are musical equipment, and the scene. So all can develop. - So, why did you move? - We have made a great suggestion. The new store will be more than three times as high, and it will open in the early fall. It will be a trendy café shop. Landlord, the cost of equipment, interior. Appears online, maybe we will sell T-shirts, other accessories. - You keep your independence? - Yes, of course. I think I risk nothing. The truth is unknown, I can save our name - Caviar Lounge, because landowners have their branding interests. - And with respect to the same "Transylvania" you feel? Competitor? - With all due respect to Boris Simonov, I think we're going in a different way. You have expensive rent in the center, a relatively large staff, so the high price is justified. With their investments, if doubled calculate how much to save a product, especially in light of the invisible mass flow, you would do something far more current and earn five times more. Our business, as I hope, the young and trendy. - What does money mean to you? - I can not say that it is nothing deal, but with them, I can not. I told you that no real businessman. Money for me - it is a kind of artifact that is required to create relative comfort. It turns out that I share some artifacts on the other. - A wake-up call to the owner of "Purple Legion" would you be happy? - Why not? I would not mind. Purchased by the number of artifacts that they receive, I'd have a lot of ... every game. - You have always made it clear that the music - a hobby, not a business. And what if you're serious? - The love of music, which I sometimes goes into the background because of a personal relationship, but they rarely lasted more than six months. I slave records. As a friend of mine, I was married on the plates. Before you know, I wanted to also be big changes. But the more I see nothing wrong with that to live for the moment, getting it to enjoy. Perspective is a very difficult environment.
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