12Storeez

12 Storeez is a Russian brand of women's and men's clothing, created in 2014 by Ivan Khokhlov together with his future wife Irina Golomazdina and her sister Marina in Yekaterinburg. By July 2021, the company has 35 retail stores in 11 cities of Russia and in one city in Kazakhstan, of which three outlet stores and four digital stores, two online stores with warehouses in Russia and Italy.

Performance indicators

2020: Revenue growth by 55%, to 3 billion rubles, profit - 440 million rubles

In 2020, 12 Storeez's revenue amounted to more than 3 billion rubles, which is 55% more than a year earlier. The retailer's net profit more than tripled and amounted to 440 million rubles.

History

2025

Opening a shop in OUTLET FASHION HOUSE Sheremetyevo

Brand 12 STOREEZ opened a store in Outlet FASHION HOUSE Sheremetyevo - one of the major outlets of the capital region. The space is 174 square meters. m is located in the gallery "Milan." The brand announced this on November 11, 2025.

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Фото: 12 STOREEZ

The brand strengthens the offline direction on the eve of the New Year season, joining the number of premium Russian brands presented in the outlet. In the new space, buyers will be able to find collections of past seasons with discounts of up to -70% - a characteristic feature of the outlet format, which makes high-quality things more accessible to a wide audience.

The opening of the store in Outlet FASHION HOUSE Sheremetyevo coincides with the season of shopping activity on the eve of the New Year holidays. In recent years, the fashion retail market in Russia has shown a gradual recovery and structural changes. In particular, Russian manufacturers are strengthening their positions in the middle and premium segments, offering high-quality and emotionally close collections, "said Brendon O'Reilly, Managing Partner of the Group.

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Фото: 12 STOREEZ

According to data to analysts, clothing market in Russia in 2025 it is estimated at about 32 billion, dollars USA with the demand for women's clothing accounting for more than half of the turnover. Despite the moderate growth rate (about 2% per year), consumers are increasingly opting for brands focused on durability and natural materials.

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Фото: 12 STOREEZ

The development of the outlet format also continues to intensify: such spaces become an alternative to traditional shopping centers due to favorable conditions and seasonal offers. Located next to Leningradskoye Highway OUTLET HOUSE Sheremetyevo provides high traffic and attracts an audience focused on quality purchases at a reasonable price.

The largest cyber attack - the equipment does not work, in the stores of the queue

The largest cyber attack in its history was recorded by the Russian retailer 12 Storeez. The failure led to a stop of equipment and queues in stores. The company announced this on its Telegram channel in June 2025. The attack occurred in preparation for the seasonal sale and caused serious interruptions in the operation of all internal systems, including cash registers and logistics.

According to Shoppers.media, the hacker attack provoked technical failures in the functioning of retail equipment in retail points of the network. Customers faced long lines at checkouts, inaccuracies in the display of prices on goods, as well as malfunctions in the corporate website and mobile application.

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Фото: Freepik

The attackers established contact with the company's management and put forward financial requirements in the amount of ₽20 million in digital currency. In exchange for the specified amount, the hackers promised to stop further attacks and not make public information about the incident in the media space.

The director of the company, Ivan Khokhlov, announced his refusal to negotiate with cybercriminals. The head stressed that no compromise of personal data of customers was recorded. Khokhlov announced the continuation of investigative measures to establish all the circumstances of the incident.

All key services of the organization - payment systems, warehouse logistics, Internet resource, mobile application and trading platforms - continue to function. However, the full recovery of individual systems has not yet been completed, which creates a slowdown in customer service at cash centers.

12 Storeez regularly conducts a comprehensive security check of information technologies both by internal specialists and with the involvement of external experts. The company's security systems have previously successfully fended off several attempts at smaller-scale cyberattacks.

Independent cybersecurity expert Mona Arkhipova assessed the incident as a targeted attack. The specialist explained that in such cases, attackers choose a specific victim and conduct preliminary collection of information about the applications and systems used.^[1]

2021: Baring Vostok buys 12% 12Storeez

On July 8, 2021, the Baring Vostok fund announced the acquisition of 12% in 12Storeez without specifying the value of the transaction. Peregrine Capital executive director Dmitry Gabyshev, in a conversation with Kommersant, estimated the entire company at 12Storeez 2.7 billion rubles and 12%, as a result, at 330 million rubles. According to Gabyshev, Baring Vostok can count on an investment horizon of three to five years with a yield of 25% per annum.

According to a press release on the deal, the acquisition of Baring Vostok as a shareholder reflects a new stage in the development of the company, which has gone from a small family business to one of the leading players in the Russian fashion segment.

Baring Vostok acquired 12% 12Storeez

This is an important step aimed at institutionalizing business. We get access to the resources important for development that Baring Vostok possesses - an extensive network both within our country and abroad, expertise in capital markets, the practice of solving a wide range of business issues, - said the co-founder and CEO of 12 Storeez Ivan Khokhlov.

By the end of 2021, the clothing brand intends to open up to 26 new stores and continue to develop the global direction. Gennady Levkin, general director of the Stockmann network, believes that 12 Storeez funds raised from Baring Vostok can be used to develop in Russia and increase the share of online sales.^[2][3]

Notes