Russian fashion e-commerce company Lamoda saw rapid growth last year with net sales exceeding 5 billion yuan

Lamoda said that a major reason for the increase in net sales last year was a significant increase in gross profit in the fourth quarter, up 37%. In addition, the platform's active users reached 3.6 million last year, an increase of 21% from 2019.

Lamoda CEO Geri Kalmis said the main drivers of business growth and the influx of new users were Lamoda's collaborations with leading brands and its product expansion in the field of environmentally friendly products.

In the fourth quarter of 2020 , Lamoda's sporting goods, children's products and high-end categories grew most significantly. Net sales of high-end categories increased by 56%. Last year, about 20 new high-end brands cooperated with Lamoda, including Bogner Fire + Ice, Alberta Ferretti, Philosophy Di Lorenzo Serafini, Rochas, etc. At the same time, beauty products also showed strong momentum, and Lamoda's net perfume sales in the fourth quarter increased by 136%.

In terms of environmentally friendly products, Lamoda launched the Lamoda Planet special section at the end of November last year, which contains products that are environmentally friendly, recycled or purely ecological. In the two months since the launch of this section, consumers have spent 50 million rubles on these products. One of the charity sections has sales of 3.3 million rubles, and Lamoda will share the sales proceeds equally with charity foundations.

In addition to working hard on product and brand value, Lamoda is also working hard to improve user experience . In the fourth quarter of last year, Lamoda launched an online "stylist" service , where consumers can choose suitable clothes with the advice of professional stylists.

According to a survey conducted by Lamoda on the service, consumers who accepted stylists' advice bought 40% more goods than ordinary customers, and the order amount generated was four times that of ordinary customers. Lamoda plans to promote this service on a large scale in the first half of this year.

In terms of logistics, Lamoda's logistics infrastructure has also improved due to the impact of the epidemic last year. Its average delivery time in Russia has been shortened by half a day, and the delivery geographical scope has been expanded to Russia, Kazakhstan, Belarus and Ukraine. It is reported that Lamoda is also developing its own express cabinet network.

Russia