“Ural Shelf” on Lamoda

On December 25, an historic event took place at the Domna creative cluster: the Sverdlovsk Regional Fund for Entrepreneurship Support signed a cooperation agreement with Lamoda.

A dedicated section featuring clothing and accessories from local designers will soon appear on the app and website of Russia’s leading fashion marketplace. Lamoda will provide preferential terms for these designers, with the Sverdlovsk Regional Fund assisting brands in launching on the platform.

Evgeny Bogdanov, Head of the Clothing Category at Lamoda, shared:

“Through research conducted with Fashion Factory School, we discovered that 75% of our customers own items from Russian brands, and 25% take pride in buying them. The recent geopolitical shifts have played to the advantage of local brands. We’re witnessing an incredible boom, with support at the regional government level helping brands grow, scale, and explore new horizons.”

Lamoda plans to establish a distribution centre in Yekaterinburg, the first outside Moscow and St. Petersburg. This will enable designers to deliver their products faster and at lower costs. However, according to marketplace representatives, Yekaterinburg needs to increase the number of local brands represented on Lamoda to at least 80 for the centre to materialize.

Additionally, Lamoda aims to participate in the U’FASHION project and the upcoming fashion week. For example, by next August, during Yekaterinburg City Day, a dedicated “Ural Shelf” might debut on the platform, similar to the existing “Russian Shelf.”