The Lamoda platform has a new section and terms for promoting local designer brands.

Russian marketplace Lamoda has decided to update its section to feature local designer clothing, footwear, and accessories. These brands will also receive marketing support. 

The designer brands section has been present on Lamoda since 2023 and has demonstrated steady positive dynamics: the number of domestic brands represented has quadrupled, and by the end of 2025, sales in the section grew by 73%, with an average order value of +8%, reaching 5,680 rubles.

The commission for brands in the FBO section—when a seller delivers a batch of goods to the marketplace warehouse, and the marketplace handles all the work—is 35%. This includes operating costs such as receiving, storing slow-moving goods, and processing returns.

The FBS rate (when the seller uses the storefront and personal account on the marketplace website, and upon receiving an order notification, packs the goods themselves and delivers them to the marketplace's collection point) is 25%.

Lamoda promises brands in its "Russian Designers" section not only carefully selected product placement and a dedicated online storefront, but also systematic marketing support. 

To this end, the marketplace utilizes its own promotional tools to increase the visibility of designer brands: brand support on social media, regular editorial selections and monthly editorial reviews, targeted newsletters, and banner ads for relevant audience segments. 

In addition, Lamoda is launching a large-scale advertising campaign that will span TV, outdoor advertising, and other communication channels.

Advertising

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To be included in the "Russian Designers" section on Lamoda, a brand must meet a number of criteria.

The brand must have a registered trademark in Russia or the CIS (alternatively, at least 30% of production must be located in these regions). The brand must be based on a strong signature DNA and a consistent visual code—signature cuts, distinctive prints, or silhouettes. This code must be consistently communicated through its own content—at least one brand shoot or lookbook must be released annually. Another mandatory requirement is the absence of a large-scale retail presence (fewer than 50 own stores), but the presence of additional sales channels beyond marketplaces.

“Our mission is to create a space where Russian designer brands are not just presented on the shelf, but are truly visible and interesting to the buyer,” says Olga Tsios, Managing Director of Marketing at Lamoda.

Lamoda strives to become a place where designers can maintain their authenticity, develop their business skills, and grow alongside the platform. The "Russian Designers" section is about making informed fashion choices, supporting talented local brands, and building trust between the brand, the platform, and the customer.