Ozon launches online storefront to support Russian designers

With the launch of the Wardrobe section of its website, Ozon continues to strengthen its positions in clothing, footwear, and accessories. The special storefront brings together apparel from more than 100 conceptual Russian brands. They will get free promotion on the marketplace, helping them find a new audience among Ozon's 17 million clothing customers.

The Wardrobe storefront contains designer clothes, shoes, and accessories from promising Russian brands — more than 10,000 different products. Wardrobe currently features clothes and accessories from more than 100 Russian brands. For example, there are basic clothes from Aim Clo, Lichi, and Urban Tiger; stunning jackets from TOPTOP; underwear from Belle YOU; Arny Praht bags, Portal shoes, etc. These are bold and innovative brands from different regions, and with good growth potential. Ozon's team of fashion experts curates the brands in the storefront.

It will allow Russian designers to attract new customers and increase brand awareness even as the marketplace expands its offering of fashionable clothes by bringing new brands to the site. Nearly a third of the products on the site belong to this category. Sellers will enjoy the support of free promotion as the storefront will appear in the women's clothing section. It will also be targeted by banners on the main page as well as push notifications to Ozon customers.

Ozon is one of the largest clothing sellers on the Russian-speaking Internet, where the apparel category continues to grow — in 2022 alone, the demand for apparel goods increased by 2.3 times. The addition of the latest brands from Russian designers will let the company bolster its in online clothing sales.

"We have seen in interest in the designer clothing segment multiply recently and are pleased that more and more brands are joining our marketplace. With the Wardrobe storefront, we are providing a convenient tool for customers to choose designer clothes and helping extraordinary projects flourish in the Russian fashion segment," says Iloanga Ershova, Ozon's Director of Business Development for the fashion category.

Since October last year, Ozon has offered the ability to pay for clothes and shoes after trying them on at a pickup point. Customers can try on items at the pickup point, find the right fit and size, and then pay.