Mastyugin Evgeny Valeryevich

Career

2024: Appointment as CEO of Lime

At the end of August 2024, Evgeny Mastyugin became the new general director of the Lime clothing chain (Style Trade LLC), replacing Anton Letushev in this post. This is evidenced by the data of the Kontur. Focus service, which TAdviser got acquainted with in September 2024.

At the time of publication, TAdviser had not received any comments from Lime's press service regarding the staff reshuffle. Yevgeny Mastyugin's social networks indicate that he has been working at Lime since 2013.

Freepik

Letushev also shared on his page on the social network LinkedIn that he "formulated and implemented the brand development strategy, was engaged in increasing the market share of the brand, ensured the implementation of the sales plan EBITDA and the brand indicator." The list of his achievements includes an increase in the turnover of the brand according to the results for 2022 by 100%, for 2023 - 108%. Letushev also contributed to the launch of the men's and children's lines and the emergence of stores of the new Family format with an area of ​ ​ up to 3 thousand square meters. meters.

Lime is a Russian brand of clothing, shoes and accessories. 15 years ago, the company consisted of a small production and one store in Samara. In 2024, the brand is presented in all major cities of the country and nominated for the "Made in Russia" award in the "Fashion" category. By September 2024, the chain has 87 stores, 81 of which are located in Russia.

Lime became very popular after the departure of large international brands from Russia, including Inditex (Zara, Pull & Bear, Bershka, Massimo Dutti, etc.) and H & M.