Owners
History
2022: Launch of premium clothing, cosmetics and health products marketplace
At the end of April 2022, the launch of the Nuself premium clothing, cosmetics and health products marketplace took place. This is a project of the former general director of the National Media Group (NMG) Olga Paskina and the DV Capital fund, founded together with the former general director of NMG Studio Alexei Yanchishin.
As conceived by the creators of the site, Russian bloggers and influencers will promote goods in the online store. Within the framework of the platform, several life-style media will work, talking about the assortment using blogger content, photo and video reviews, collections and interviews with experts. Olga Paskina, in a conversation with Kommersant, notes that the target audience of the online store is former users of Marketplaces Matches fashion, Net-a-Porte and other international retailers who left the Russian market. After launch, more than 300 brands will be presented in the online store, 40% of which are Russian.
The company will not compete with the Russian marketplaces Wildberries, Ozon, Lamoda, Olga Paskina explained. The online sales market in the niche of Nuself this year, it estimates at 1 trillion rubles. The name of the specific segment in which the site will operate is not indicated.
 | The difficulty for the project will be how to attract an Instagram audience, which accounted for a significant share of advertising integrations in the fashion and beauty segment, "said Kapiton Smirnov, director of business development at Mindbox. |  |
According to him, this audience is accustomed to a certain format - a millionaire blogger talks about the product, offers a promotional code and invites to the site.
Fashion Consulting Group CEO Anna Lebsak-Kleimans noted that large marketplaces are also being invested in attracting domestic brands: Wildberries launched the "Made in Russia" section, and Lamoda - "Showroom" of the same profile.[1]
Notes
| The site content is translated by machine translation software powered by PROMT. The machine-translated articles are not always perfect and may contain errors in vocabulary, syntax or grammar. Read original article If you find inaccuracies or errors in the results of machine translation, please write to editor@tadviser.ru. We will make every effort to correct them as soon as possible. |