The Internet retailer Lamoda in the third investment round received $ 130 million (about 4,2 billion rubles) from Access Industries Leonard Blavatnik, American investment company Summit Partners and the German group Tengelmann, Vedomosti writes.
Last year, 10 million euros in the company Lamoda, created in 2010, was invested by the PPR group, the owner of the luxury brands Gucci, Yves Saint Laurent, as well as the sports Puma and Volcom. Earlier, the investment arm of JPMorgan Chase & Co invested in Lamoda, according to various sources, from $ 40 million to $ 80 million. Shares in the project were also bought by AB Kinnevik, Holtzbrinck Ventures and Tengelmann Group.
Sergei Rumyantsev, President of the Association of Internet Trading Companies, estimates that $ 130 million is the largest known investment in Internet retail. “The clothing and footwear market today is one of the most promising and high-margin in online retail, so the interest of investors is justified,” Rumyantsev comments. - It is a mistake to think that online retail is a cheap pleasure. It is cheap only if you do not build your own infrastructure and use gray business schemes. If you build your own logistics in the regions and outside of Russia, for example, in the CIS countries, this requires large-scale investments. In addition to money, cooperation with venerable investors like Tengelmann provides excellent expertise that retailers can use in their development and building their own brand. "
Investments, according to Tonzen, will go "to those areas in which they have invested recently": this is the expansion of the range, the development of warehouse management technologies, the development of warehouse infrastructure and delivery geography. In particular, the company intends to expand its presence in Russian megacities and organize delivery there the next day, as well as enter the markets of the CIS countries, for example, Ukraine and Belarus. Typically, up to 80% of an internet retailer's capital investment is spent on developing warehouse infrastructure and logistics, Tonzen said.
“Our goal is to create the best customer service on the market. At the moment, we manage our own warehouse with an area of 20 sq. m in Bykovo near Moscow and a delivery service of 000 couriers who deliver the order the next day in 300 regions of Russia and Kazakhstan (if the buyer ordered the goods before 10, the package is collected at the Bykovsky warehouse by 12.00 and goes to the airport). The company sells about 15.00 million items of goods - clothing, footwear and accessories, these are products of 1 brands. We would like to add some more interesting niche brands, ”said Tonzen. The funds raised will help Lamoda "strengthen its leading position in the online commerce market in Russia and the CIS," he said.
Tonzen does not disclose the proceeds of the project, he says only that it is "a three-digit value in millions of euros", which is growing "by hundreds of percent annually." According to Infoline estimates, the company ranks second in revenue (2 billion rubles in 5) among online clothing retailers, behind only Wildberries (2012 billion rubles). According to Esper Group estimates, Lamoda in 6,2 earned about 2012 billion rubles.
We add that the Lamoda project, which sells clothing, footwear, accessories, household goods and cosmetics, was launched in December 2010 by the German startup incubator Rocket Internet, which also invested in Mebelrama.ru, Zalando, eDarling, Groupon, TopTarif and other projects. The founders of Lamoda are Dominik Picker, Florian Jansen, Burkhard Binder and Nils Tonsen.