Muted (clothing brand)

History

2025: Launch of the first physical clothing store

Yandex Factory has launched the first offline space with the Muted clothing brand in the Aviapark shopping center in Moscow. The company announced this on November 5, 2025.

According to Vedomosti, going offline represents the company's strategic step to attract a new audience and will become an additional driver of sales growth. The first space opened in pop-up format, which will allow Yandex Factory to test the offline format before launching permanent stores. Customers will have the opportunity to get acquainted with the range live until the moment of purchase.

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Фото: Yandex

The company plans to develop its own offline chain of stores. At the first stage, Yandex Factory will open pop-ups in popular shopping centers. During 2026, offline points will open with other brands of Yandex's production division.

Before the launch of physical stores, Yandex Factory products were available exclusively online. The products were sold at Yandex Market, Ozon, Wildberries and Lamoda. Buyers did not have the physical opportunity to familiarize themselves with the goods before the purchase.

From January to October 2025, Yandex Factory's online sales more than quadrupled compared to the same period in 2024. The range of products has more than doubled over the same period. The company's portfolio includes more than 9,000 positions in 360 product categories.

One of the most dynamic areas of Yandex Factory is the fashion segment. That is why the Muted clothing brand space was the first among the company's offline outlets. This segment demonstrates the most active development in the business structure of the production division.^[1]

2024: Output

On October 22, 2024, Yandex announced that it would enter the fashion industry with its own brand of base clothing Muted through the Yandex Factory production area. The first collection of autumn-winter 2024/2025 is already available for buyers at the Yandex Market site.

According to the press service of Yandex, the debut collection includes 48 models in various colors. The range included T-shirts, shirts, hoodies, sweaters, trousers and jackets. The brand's pricing policy is focused on the middle segment: T-shirts and longsleeves start from ₽1,3 thousand, sweaters - from ₽4 thousand.

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Фото: yandex.ru

When developing the collection, special attention is paid to the quality of materials. The line includes products from special types of cotton with water repellent properties and peach-effect, as well as clothes from modal - fabrics from eucalyptus wood.

The designers of the brand have developed versatile models suitable for both men and women, with a size range from XXS to 5XL. The collection is dominated by natural shades and author's prints created by the Muted team.

The decision to launch its own clothing brand is due to growing demand in the fashion segment of e-commerce. In the first half of 2024, the volume of orders in the category "Clothes, shoes and accessories" on Yandex Market increased 2.5 times compared to the same period in 2023.

Buyers can try on Muted clothes at Yandex Market order points with the possibility of free return. Express delivery is also available for 15 minutes through the click-by-click delivery service.

Yandex Factory, which launched the Muted brand, is an independent direction in the structure of the business group of E-Commerce, Raidtech and Delivery of the company. From 2021, the division is engaged in the creation and production of various product categories, including Lunnen computer equipment, June children's products and Commo electronics accessories.^[2]

Notes