Brandly

History

2024: Service closure

In August 2024, it became known that the company Inventive Retail Group (IRG), which is part of the Lanit group of Philip Gens, announced the closure of its service for the purchase of goods from abroad Brandly. This decision was made in July 2024, just over a year after the platform was launched.

According to Shoppers.media, a message about the termination of the service appeared on the official Brandly page. Evgeny Usenko, Vice President for Development and Innovative Projects at IRG, explained that Brandly was originally conceived as a pilot project for testing a new cross-border trade business model.

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Brandly

Brandly's platform offered a wide range of products including clothing, shoes, toys, appliances and dietary supplements. The main goals of the project were to check the loyalty of Russian buyers to various brands, analyze the elasticity of demand depending on the price and delivery time, as well as study the demand for unique products and brands.

Evgeny Usenko, vice president of Inventive Retail Group, noted that Russian consumers quickly reoriented themselves to local brands, and parallel imports effectively filled the market with missing goods. In addition, he pointed out a significant deterioration in the ability to make international payments, which led to an increase in the time and cost of transfers. In the summer of 2024, major Russian marketplaces such as Ozon Global also faced settlement problems with Chinese suppliers, forcing them to reduce the range of goods such as laptops and smartphones.

According to Data Insight analyst Sergei Semko, the decision to close the cross-border trading service for IRG looks like a logical step. He explained that maintaining such platforms requires significant costs, which are not justified against the background of the growth of the company's offline direction and multi-brand networks.^[1]

2023: Service Launch

On May 12, 2023, Inventive Retail Group (IRG, part of Lanit Group Philip Gensa) announced the launch of a platform for online shopping of original branded goods with delivery from anywhere in the world. The service was named Brandly.

Brandly's catalog contains products in the categories: clothing, shoes, electronics, household appliances, power tools, dietary supplements, toys. The range will be constantly replenished with various brands, niche products and exclusives in existing and new product sections. Also, platform customers will have access to monthly discounts and sales around the world.

Brandly Service Website

As explained in the Inventive Retail Group, Brandly is not a marketplace: the company independently manages the assortment, carefully selects brands and products based on the wishes of customers. Its main advantage is the commodity and marketing expertise accumulated by Inventive Retail Group over the years of work in the international premium product market.

The company said that thanks to established logistics processes, the search for suppliers in the international arena is determined by the best price for original goods for the final buyer. Payment for products on the Brandly website is possible with cards from a Russian bank. Delivery times by May 12, 2023 range from 2 to 4 weeks (in the future it is planned to reduce them to 7 days).

It is noted that Brandly carries out quality control of the goods before sending to Russia. If a defect is detected, it is replaced in the country of departure. If a customer receives their purchase with a marriage, the company returns the money to them. Brandly has its own service warranty for electronics and household appliances. The head office of the company is located in the UAE.^[2]

Notes