Online retailer Lamoda plans to open 300 sportswear and footwear stores over the next three years. According to experts, investments in the project can amount to about 30 billion rubles, RBC writes.
The first 50 stores will open before the end of the year. Negotiations on the opening of outlets are underway in 20 cities across the country. Some of the stores will be located in the areas of the closed Adidas retail. The final assortment will be clear by the time of launch, but we plan that popular brands from the Lamoda assortment will be presented, as well as a number of unique positions,” the company representative clarifies. Sportswear and footwear is one of the largest categories on Lamoda; the marketplace has about 250 brands in this section, the most popular of which are Adidas, Puma, Reebok, Nike, and Vans.
This is not the first attempt by Lamoda to enter the traditional retail segment. In 2019, the online retailer opened an outlet store in the Atrium shopping center in Moscow, where old collections were sold at big discounts. However, then this format was not very successful, and the project was quickly curtailed. Lamoda says that this experience will be taken into account when developing a new retail chain.
Last year, Lamoda changed its owner - Global Fashion Group sold Lamoda's business in Russia, Kazakhstan and Belarus to the owner of the Stockmann department store chain, Yakov Panchenko. At the end of 2022, the main legal entity of Lamoda in Russia, Kupishuz LLC, increased its revenue by 26,4%, to 61,3 billion rubles. Profit from sales increased 5,6 times to RUB 9,4 billion, while net profit amounted to RUB 10,7 billion. against a loss of 795,2 million rubles. in 2021.