Lamoda announced the launch of its own footwear brand Founds. Founds' new summer collection includes 55 styles of clogs, flip-flops and sneakers designed for "men and women who prefer basic silhouettes and fun, on-trend footwear."
Founds became Lamoda's third private label and the first in the footwear category. Earlier this year, private label women's clothing Nume and men's Mademan were launched. The line includes 55 models.
The Founds collection will be available exclusively online on the marketplace.
It was previously reported that Lamoda launched its own clothing brands in April. Lamoda said that the clothes would be produced in China and Turkey. The retailer explained the interest in launching the lines by the high demand for casual clothing and the search by consumers for new brands after some companies left the Russian market.
It is also known that the company has applied for registration of a much larger number of trademarks, including Expect, Found, Junes, Mate, Nume, Pose, Renew, Unite, Mademan, so the launch of Founds is part of Lamoda’s strategy to expand its range and meet the growing demand for fashionable and affordable shoes.
