| Developers: | Lamoda |
| Date of the premiere of the system: | March 2024 |
| Branches: | Light industry |
2024: Brand Launch
In April 2024, sales of clothing brands Nume and Mademan will start. These are Marketplace Lamoda's own clothing brands. This was announced on March 14, 2024 by Kommersant.
According to experts interviewed by the publication, the creation of their own brands of sites is stimulated by an increase in demand for clothes and shoes online. Such goods can be profitable, but the difficulty lies in the high competitiveness of the market.
The launch of Mademan's own brand became known thanks to the emergence of vacancies on the HeadHunter website. Lamoda is looking for sketch authors, material pickers, and so on. According to Kommersant, Lamoda plans to enter the markets of men's and women's clothing, as well as children's and sports goods. Mademan's brand will focus on mid-price menswear. Clothing will be produced in China and Turkey.
Kupishuz LLC, a legal entity of the Lamoda service, has applied for the registration of trademarks Expect, Found, Junes, Mate, Nume, Pose, Renew, Unite, Mademan. In addition, the company registered a domain mademan.ru.
Lamoda is not the first online retailer to take on its own brand. Ozon has been selling its own clothes under the Hola brand since 2022. According to the company, such products complement the assortment matrix in niches where the supply of sellers does not completely close demand. Wildberries was also launching its clothing brand, but pulled out in 2020. At the moment, according to Wildburris, the appearance of its own brands is not planned, but collaborations with a number of brands are being discussed.
The source Kommersant claims that Lamoda has shown interest in new niches after re-registering store leases, Adidas instead of which Lamoda Sport outlets opened.
According to Nadezhda Tsvetkova, head of the CORE.XP retail space rental department, the presence of its own points of sale allows Lamoda to significantly reduce risks, since the launch of a new brand does not require additional investments in the infrastructure for its distribution.[1]
Notes
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