Lamoda — brand history, founders, development and interesting facts

Интернет-магазин «Ламода» – источник новых возможностей для покупателей и продавцов одежды, обуви, аксессуаров. Торговая онлайн-площадка предлагает свои услуги в России, Казахстане, на Украине и в Белоруссии. Более 3000 брендов и европейский сервис делают современную моду доступной для жителей крупных городов и удаленных регионов.

History of Lamoda

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The company was registered in Russia at the end of 2010 on the initiative of the German company Rocket Internet. An example for the founders was the success of the Zalando Internet platform, which made millions of dollars in the sale of things in Germany.

The founders called their company “KupiShoes”. The organizers were faced with the task of developing an online business selling shoes. It was not easy to take the lead because there was a rival Sapato network.

Management expanded the range and attracted third-party funds. The updated online store was named Lamoda, which caused Russians to associate with Italy (the country that sets the style).

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Brand founders

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The founders of the company were young German managers - Nils Tonzen, Dominik Picker, Florian Jansen and Burkhard Binder. Having assessed the risks and potential of the market, the experts offered the Russians convenient conditions for the purchase of high-quality branded items.

Lamoda has opened quick access to new collections not only to residents of large cities, but also to remote places in Russia. Under the management of the founding team, the store has become one of the largest Russian retailers.

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The pace of development did not slow down in the crisis years of 2014-2016. Collaboration with brands whose products can only be purchased online provided an additional influx of customers.

CEO Tonzen and Managing Director Picker left their positions in the company in 2018. In April 2020, Florian Jansen announced his departure.

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The founders explained the departure by employment in new projects outside the e-commerce market. As of May 2020, Jerry Kalmis, who has made a career at Tele2 and Metro Cash&Carry, has been appointed as the new Managing Director.

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Development of the Lamoda brand

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For the first time after the opening, the online store cooperated with Russian distributors of clothing and footwear. Subsequently, brands began to work directly with Lamoda.

There are several stages in the development of the company:

1. Opening of an online store and courier delivery service LM Express for metropolitan customers in 2011
2. Completion of the construction of a warehouse complex in the Moscow region and the foundation of a branch in Kazakhstan in 2012
3. Investments of Access Industries, Summit Partners and Tengelmann in the project were about $ 130 million in 2013. It was the largest investment in the Russian Internet business.
4. Opening of a branch in Ukraine in 2013
5. Launch of a mobile application for tablets in 2014
6. Opening of a subsidiary project Lost Ink with a design studio in London in 2014
7. Investments from the International Finance Corporation - € 10 million Launching a branch in Belarus in 2014
8. Joining the Global Fashion Group holding and opening a contact center in Volgograd in 2014
9. Launch of LM Express delivery service in 80 Russian regions in 2015
10. Entering the B2B market and starting work on the marketplace model (placement of third-party sellers and designers in the store) in 2015.
11. Enabling installment purchase and launching an operations center in Chernihiv in 2017
12. Launch of the FIFA Store in 2017 to coincide with the FIFA World Cup
13. Launch of the AR shoe try-in function (in the mobile application on iOS) in 2019

1.5 years after the opening, the online store has become one of the largest in Russia. At the beginning of 2020, the number of its employees exceeded 7 thousand people, and the total number of pickup points reached 17 thousand.

More than 11 million buyers visit the online platform every month. The main feature of the store is the service of targeted delivery and trying on things before buying.

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What clothing and footwear brands does the company cooperate with?

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The Lamoda website is a virtual showcase with more than 3 million items produced by Russian fashion houses and foreign brands. The catalog includes clothes, shoes, accessories, perfumes and cosmetics and home textiles.

It presents:

1. Collections of DKNY, Prada, Hugo Boss, Armani, Trussardi, Valentino, Kenzo and other major fashion houses. New items arrive at the store immediately after the European shows.
2. New Balance, Befree, Zarina, Mango, Nike, Converse and other mass market brands.
3. Designer items from Xenia Dukova, Tatyana Tyagina, PAVEL YEROKIN & DOCTOR E, Ba&Sh, SCHUTZ and other craftsmen.
4. Products of Russian factories "April", "Kotofey", "Sinar", "Children's walker", "Gift to an Angel", "Unichel" and others.

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The Lamoda store offers items worn by popular film actors, musicians, and designers. They are produced by Karl Lagerfeld, Zoe Karssen, Persol and other brands. The site presents premium and budget brands.

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Does Lamoda produce its own clothes?

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The company has several brands. The most popular of these is Lost Ink, which focuses on the development of original women's clothing and footwear. It is a separate company within the Lamoda Group with an office in London.

Models are designed by specialists with experience in Mango, River Island, M&S, Inditex and other companies. Masters have developed an individual style and design of clothes under the Lost Ink brand. Things are presented in the store "Lamoda" and Asos.

Has the company earned consumer recognition?

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Lamoda is one of the most visited trading platforms in Russia with a user-friendly interface. The desired products can be sorted by price, style, material, color, size, season.

The company's stylists maintain a fashion blog, where they present collections with trends for the office, travel, and festive events.

Buyers choose Lamoda service for the following reasons:

• regular discounts and sales (sales), thanks to which you can purchase branded goods without overpayments;
• the opportunity to try on things (when delivered by courier) and return something that did not suit the client;
• prompt delivery by courier service or transport company to all regions of Russia within 1-5 days;
• promotions and promotional codes;
• loyalty program with points for every 1000 rubles spent.

The cost of goods in the Lamoda online store corresponds to their high quality. If the shade or model is not suitable, customers can issue a return.

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In the absence of the desired size, the store offers to subscribe. When the item arrives at the warehouse, the buyer will receive an email notification.

Are there fakes at Lamoda

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The online showcase is ready to cooperate with large brands and unfamiliar brands. More than 3000 brands are represented on the site. Most of them have agreements on direct cooperation, which excludes the sale of counterfeit products.

The main criterion for selecting goods for the store is the reputation and assortment of the brand. Before the start of cooperation, a check is made for the presence of a trademark registration or manufacturer's rights.

An expert purchasing department evaluates the quality and appearance of products. Tasteless, vulgar things and models, the origin of which is in doubt, do not pass the selection.

Personal data leak scandal

In February 2020, information appeared on the Internet about the leakage of personal data of store customers. An archive with phones, emails and actual addresses of more than 1 million customers was available for free download.

The press service of Lamoda denied this information. The company studied the database presented on the Internet and concluded that it does not contain personal information about the store's customers.

Interesting facts about Lamoda

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The modern warehouse complex of the company is located in the village of Bykovo near Moscow. Its area is about 40,000 square meters, which allows you to compactly store about 10 million SKUs.

Warehouse workers work in 4 shifts, providing round-the-clock assembly of online orders. The logistics program is involved in the processing of applications. It determines where the articles of the right size and shade are located, and directs employees to the right rack.

Advertising shooting for the online store catalog, lookbooks and social networks is designed in a single laconic style. Photo shoots are held in our own full cycle studio, the area of which is 2500 sq.m.

Every day, about 15 thousand photos are created for the catalog, and 3.5 thousand images are processed. Subject shooting of accessories and cosmetic products, as well as sets with the participation of models.

In the fall of 2019, together with the operator Russ Outdoor, the company placed 16 interactive banners in the center of Moscow for a virtual fitting of clothes.

The built-in cameras used neural network technology, which made it possible to control the interface with the palm of your hand. There were several fashionable sets to choose from. By scanning the QR code of the models, users could purchase them in the online store. Banners were available throughout September.

Since June 2019, every month the Lamoda community on VKontakte publishes episodes of the Lamoda TV style online show. The programs are run by blogger Ida Galich. Each video is dedicated to the review of fashion trends and the selection of images for invited celebrities.

Viewers can get interesting ideas or order the demonstrated items in the online store. In addition, every week there are broadcasts with the stylists of Lamoda on the Couch.

Thematic marketing campaign "Mom, I'm going to school!" allows parents of schoolchildren to pick up the right things in the playful form of the designer. A user-friendly interface reminds you of the necessary accessories, helps you quickly create a practical and fashionable wardrobe.

Under the management of experienced managers, the Lamoda online store is constantly developing and offers convenient conditions for buying stylish things. Thanks to his prompt and professional work, the products of famous brands are available in any corner of Russia.

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