Lamoda opened the first offline stores with goods from Adidas, Puma and Reebok – Kommersant

The Lamoda online platform opened the first physical sporting goods stores, Lamoda Sport Outlet. They feature products from the brands Adidas, Puma, Reebok. The first stores were opened in Moscow and Mytishchi.

“Lamoda is starting to open a network of retail sporting goods stores under its own Lamoda Sport brand. Lamoda Sport Outlet stores offer sportswear and shoes from past collections at discounted prices. The assortment is based on products from such global brands as Adidas, Puma, Reebok and others,” reported TASS in the Lamoda press service.

Lamoda Sport Outlet opened in Moscow and Mytishchi (Moscow region). The company noted that this is a pilot network for the entire future Lamoda Sport network: they will test the operation of supply chains, equipment, IT systems and other components.

Based on the information on the company’s website, Lamoda Sport Outlet will open in St. Petersburg on December 19. At the beginning of the year, seven more stores will open in St. Petersburg. In total, Lamoda plans to open in 38 cities. Among them: Khabarovsk, Novosibirsk, Sochi, Rostov-on-Don and others.

In addition to Lamoda Sport Outlet, the company will also have Lamoda Sport – a multi-brand store of sportswear and shoes, Lamoda Sport Kids – sportswear and shoes for children and teenagers, Lamoda Sport Urban – street style clothing.

At the end of 2022, sports brands Adidas, Puma and Reebok left Russian market. However, goods are available for sale in Russia through parallel import mechanisms.

Adidas and Reebok products also will be on sale in the new ASP network launched by Lestate, a distributor of Western sports brands. ASP already sells Nike clothing and shoes.

About how Russians adapted to the departure of Western retailers – in the Kommersant article “The brands stayed with the Russians”.

Delgir Mandzhieva