One of Russia’s leading fashion retailers has launched international sales on Amazon, as companies from the region move to expand their online presence.
St. Petersburg-based Melon Fashion Group will now offer apparel under its brand befree on the world’s largest e-commerce platform, according to a company release. Melon Fashion operates four brands, specialising mainly in womens’ clothing – including befree, Zarina, Love Republic and Sela – that are already top sellers in apparel on domestic e-commerce platforms Wildberries and Lamoda.
The company’s share of online revenue reached 30% at the end of 3Q 2021, up from 7% in 2017, according to Melon Fashion CEO Mikhail Urzhumtsev. During the first week of December, befree’s sales on Amazon surpassed total sales for November on the platform, with the largest number of orders coming from such cities as Berlin, Rome, Paris and Milan.
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