Phoenix Publishing House is the largest regional publishing house in Russia, which has been operating for 37 years. A large and diverse product range of books as well as developing teaching aids are in high demand among the target audience of this footwear-selling retail network. Already in May, in the Obuv Rossii stores, the customers could buy educational books for preschoolers and schoolchildren: counting and writing manuals for children, copybooks, workbooks, developmental coloring books, fairy tales, storybooks, and encyclopedias. Soon, the assortment will be replenished with books on the development of speech, memory, and logical thinking. The total range of books and other printed products will include 377 SKU.

At the end of 2019, Obuv Rossii announced a change in its business model: the company introduced a marketplace working model and allocated up to 50% of the retail space for goods from third-party suppliers. For interaction with partners, the Obuv Rossii Company has designed "We Sell", a trading platform, within which one can monitor all the movements of goods and manage inventory online.

In January 2020, MDI OOO (wooden toys) delivered about 40 thousand units of products for children to 700 footwear stores in Russia. And in March, a new product range of footwear for children and teenagers from the Russian shoe factory "Lel", one of the leading domestic manufacturers, came to the shelves of the Obuv Rossii stores.