Keep this story going! Share below!
In Russia, Lamoda Planet was launched in November 2020 as a dedicated section on the Lamoda website and a separate button in the App catalog. To make the search for eco-friendly products more accessible, Lamoda introduced the "Helping the Planet" filter. Initially offering limited options, Lamoda Planet has since grown into a comprehensive online platform.
The Lamoda Planet platform categorizes sustainable products into five key groups:
The growth of Lamoda Planet has been significant. Between 2020 and 2023, the number of participating brands increased nearly ninefold from 400 to 3,500, demonstrating growing interest from sustainable businesses. Similarly, the assortment of products grew exponentially, rising from just 4,000 items in 2020 to 880,000 items in 2023. This remarkable expansion solidifies Lamoda Planet as a leader in sustainable fashion in Russia, meeting the increasing demand for responsible consumption while driving measurable progress toward a more sustainable future.
Ekaterina Khachaturyan highlighted the value of the collaborative effect: "It is a long-term project, and its main goal is to multiply and expand such collaborations". Now, let’s delve into one of Lamoda Planet’s key collaborations.
In collaboration with Second Friend Store, Lamoda Planet launched a Resale section in 2022, offering pre-owned luxury fashion items from brands like Gucci, Celine, Chanel, Fendi, Bottega Veneta, Louis Vuitton. This section ensures transparency with detailed descriptions and notes on any defects. As of December 16, 2024, it features 218 items, catering to consumers interested in both sustainability and accessibility to luxury fashion. The Resale platform has shown significant growth. In the second half of 2023, the assortment of items tripled, while customer demand increased by 40% compared to the same period in 2022. "We act as a platform to present these items to a larger audience, and this approach aligns with global trends showing growth in resale", said Ekaterina. By promoting conscious consumption and extending the life cycle of luxury goods, this platform strengthens Lamoda’s contribution to circular economy practices.
Lamoda Planet further supports circular economy efforts through donation points in partnership with the fund. Customers can drop off clothes for charity, resale, or recycling. Clothes in good condition are donated to those in need, while items in poor condition are recycled into fibers for insulation, soundproofing materials, furniture stuffing, or sorting rags. Additionally, the "Bring Change" (Nesu Peremeny) project, developed with La Roche-Posay, promotes recycling of empty cosmetic containers, which can now be returned to Lamoda’s pick-up points. These initiatives encourage customers to reduce waste and adopt sustainable habits.
Lamoda’s sustainability initiatives also include projects that combine environmental goals with social impact. For example, Pink Month, held annually in October, donates 10% of purchases from special collections to the Dal’She fund, supporting breast cancer treatment, rehabilitation, and research. This campaign not only raises awareness but also reflects the company's commitment to improving health outcomes by supporting breast cancer treatment and rehabilitation, as well as promoting gender equality by addressing issues that predominantly affect women.
Through resale partnerships, circular economy initiatives, and charitable projects, Lamoda Planet provides actionable solutions for reducing environmental impact. It educates consumers, promotes conscious shopping, and helps build a more sustainable and responsible future.
Lamoda’s mission is to address the growing needs of a wide range of users by offering solutions that make sustainable choices more accessible. The rise in global demand for ethical consumption and sustainable practices inspired the creation of Lamoda Planet. Recognizing gaps in the Russian fashion industry, the initiative was developed to respond to increasing customer demand while strategically showcasing sustainable contributions from brands. "This initiative in the fashion sector and e-commerce is in high demand. We looked at examples in the fashion segment like Farfetch and Lindex, which had similar projects", noted Ekaterina. As emphasized in the interview, Lamoda’s mission is rooted in driving measurable impact and supporting consumers in their transition toward conscious, responsible choices.
The idea for Lamoda Planet was driven by increasing interest in a dedicated green section. Research revealed that Lamoda users are 15% more likely to seek out sustainable goods compared to users of other major platforms. Partner brands also played a role, as many have recently launched collections made from environmentally friendly and recycled materials, received sustainability certifications, and engaged in social and charitable projects (Sher, 2020).
The demand for sustainability resonated internally within Lamoda as well. Employees expressed the need for easier access to vegan, eco-friendly, and natural products, reflecting their values and shopping habits. The name Planet emerged naturally, overcoming challenges with the localization of terms like sustainable or conscious. On the same day, two team members proposed the name independently, highlighting its simplicity and connection to ecology, ethics, and responsibility, while also incorporating the iconic LA from Lamoda’s logo. This combination symbolized the team’s shared identity and commitment to creating a meaningful initiative that aligns global trends with the realities of the Russian market (Sher, 2020).
The Lamoda Planet initiative significantly contributes to the United Nations Sustainable Development Goals (SDGs) by promoting environmentally responsible production, sustainable consumption, social impact, and creating measurable benefits for businesses and its stakeholders.
1. SDG 4: Quality Education
Lamoda supports educational programs that raise awareness about sustainable consumption and environmental stewardship among consumers and employees. This commitment extends to partnerships that fund sustainability education in schools, fostering a culture of environmental responsibility among younger generations.
2. SDG 5: Gender Equality
Lamoda champions gender equality through initiatives like Pink Month, which not only raises awareness of breast cancer but also supports the health and well-being of women. Furthermore, the company actively promotes diversity and inclusion within its workforce and collaborates with organizations that empower women through training and leadership opportunities.
3. SDG 12: Responsible Consumption and Production
Lamoda fosters a circular economy by promoting recycling initiatives, sustainable packaging, and textile repurposing to reduce waste and encourage mindful consumption.
4. SDG 13: Climate Action
Lamoda works to minimize its environmental impact through carbon-neutral deliveries, efficient waste management practices, and sustainable logistics solutions.
5. SDG 17: Partnerships for the Goals
By collaborating with nonprofit organizations and sustainability-focused partners, Lamoda amplifies its environmental and social initiatives, driving collective progress toward Global goals.
Lamoda Planet not only reduces environmental harm and promotes circular consumption but also delivers tangible business benefits. It enhances brand loyalty, opens new revenue streams, and positions Lamoda and its partners as leaders in sustainable fashion, aligning profitability with global sustainability goals.
The integration of sustainability into Lamoda’s operations brings clear business advantages. It enhances the company’s reputation, boosts media coverage, and attracts a loyal customer base. Platforms, such as Lamoda Planet also help increase sales of sustainable products and provide measurable benefits through metrics like Net Merchandise Value (NMV) and customer engagement. Ekaterina highlighted the importance of measurable impact, stating, "Our key metrics include not only profit but also user engagement and media coverage, as these reflect the broader influence of our ESG initiatives".
Lamoda’s achievements in sustainability have been widely recognized. The company received bronze at Effie Awards Russia 2022 for achieving carbon neutrality in its operations and logistics in 2021. Forbes awarded Lamoda platinum among the best ESG employers for 2023/24 and gold for 2021/22.
Sustainable practices also contribute to Lamoda’s financial success. In 2023, a quarter of the company’s revenue came from sustainable product sales, further showcasing the business value of responsible operations. These efforts underline Lamoda’s ability to align profitability with environmental and social impact.
Lamoda’s commitment to sustainability drives initiatives that support a circular economy, minimizing environmental impact by reducing waste and promoting resource reuse. In 2023 alone, the company transferred 113.7 tons of clothing for charity and recycling, an amount equal to the total collected in all of 2019. Through partnerships with such nonprofit organizations as "Second Breath", Lamoda collects and repurposes textiles, while its packaging contains 15% to 100% recycled plastic and cardboard, contributing to a more sustainable production cycle.
The company’s waste management efforts are significant, with 72% of waste from distribution centers sent for recycling in 2023, and an overall waste recycling rate of 65%. Additionally, Lamoda has maintained carbon-neutral deliveries since 2021, fully offsetting CO2 emissions from its operational and logistics activities.
Socially, Lamoda engages in impactful philanthropic programs. In 2023, the company allocated 6.2 million rubles to charitable causes, including 1.5 million rubles to support victims of violence through the "Fearlessly Important" project and 1.9 million rubles to women with breast cancer through the "Pink October" initiative. Furthermore, Lamoda supports gender equality, with 45% of top management positions held by women in 2023 .
By combining environmental sustainability with social responsibility, Lamoda fosters positive change, creating measurable benefits for both the planet and society while encouraging customers to adopt a more mindful and responsible approach to consumption.
Get stories of positive business innovations from around the world delivered right to your inbox.
Ekaterina Khachaturyan, ESG Project Manager
Lamoda was launched in 2011 as an online store. Today, it is the largest fashion, beauty, and lifestyle retailer in Russia and the CIS, combining an online platform with a physical retail network. The online platform features over 10 million products from 4,000 global and local brands. The Lamoda Sport retail network includes more than 100 stores located in Moscow, St. Petersburg, Krasnodar, Sochi, Samara, Yekaterinburg, Perm, Ufa, and other cities.
The company employs over 11,000 people, including staff at the Lamoda Central Office in Moscow, offices in Minsk and Almaty, an automated warehouse complex in Bykovo near Moscow, its LM Express delivery service, an IT hub, and a call center in Volgograd. Lamoda also includes LLC Lamoda Tech, which has accredited IT company status.