What 12Storeez does

12Storeez (legal entity OOO "12 istoriy") is a privately held Russian omnichannel fashion retailer selling private-label clothing, footwear, bags, and accessories for women and men. The assortment is organized into named capsule collections — Summer Wardrobe, Sports Capsule, GI Capsule (curated by Creative Director Irina Golomazdina), an organic linen "Flax for Every Day" line, Beach, Evening, Home, and Gifts — combining a minimalist aesthetic with quality materials such as cashmere and organic linen. The company is led by CEO Ivan Khokhlov and operates with 1,000+ employees.

Distribution is fully omnichannel: a 12storeez.com e-commerce site, iOS and Android mobile app, nearly 50 physical retail locations across Russia and Kazakhstan (including Moscow flagships at TSUM, Petrovka, and Stolenikov Lane), pickup points through 5Post, Yandex, and SDEK, courier delivery with in-home fitting via Dalli, and dedicated corporate B2B sales with personal managers. Supporting customer-facing modules include a loyalty program (5 points per 100 RUB, double points on first purchase, up to 30% payment by points), digital and physical gift certificates (500–500,000 RUB), a premium "Shopping Session" booking experience at flagship stores, a Stylist Partner Program, an editorial Lookbook with celebrity collaborations, and a wishlist feature.

The revenue model is essentially transactional DTC apparel — one-time sale of physical goods, gift certificates, and B2B corporate gifting — supplemented by ancillary services (personal shopping, stylist commissions, installment plans via Подели, Долями, and Сплит, and payments via SBP, Apple Pay, and Google Pay). Customer segments span individual women and men shoppers as the primary base, corporate/business clients for wardrobes and gifting, and professional stylists as a partner channel. The company is actively expanding internationally, with delivery coverage in the UAE and Uzbekistan and a dedicated English-language storefront (12storeez.store).

Name

12Storeez

Legal name

OOO "12 istoriy" (ООО «12 историй»)

Website

https://12storeez.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

12Storeez is a privately held Russian omnichannel private-label fashion retailer selling women's and men's clothing, footwear, bags, and accessories through nearly 50 stores in Russia and Kazakhstan, plus online, mobile app, and B2B corporate and stylist channels.

Ownership category

akta.pro rank

Product category

Fashion Apparel Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL)

akta.pro secondary industries

Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)

Keywords

• Women's apparel
• Men's clothing
• Fashion accessories
• Omnichannel retail
• Capsule collections

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Fashion Sales: Direct sales of clothing, shoes, bags, and accessories for women and men through online store, mobile app, and physical retail locations
2. Gift Certificates: Sale of gift certificates in fixed denominations (10,000-100,000 rubles) or custom amounts (500-500,000 rubles)
3. Corporate/B2B Sales: Corporate wardrobe solutions and bulk gifting for businesses, including personal manager, gift packaging, and custom documentation support

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

12Storeez (legal entity OOO "12 istoriy") is a Russian private-label fashion brand and omnichannel retailer that designs and sells women's and men's clothing, footwear, bags, and accessories through its own e-commerce site, mobile app, and approximately 50 physical stores in Russia and Kazakhstan. The assortment is organized into seasonal and thematic capsule collections (Summer Wardrobe, Sports Capsule, GI Capsule, Flax for Every Day, Beach, Evening, Home, Gifts) and is complemented by in-store services such as premium shopping sessions, a stylist partner program, gift certificates, a loyalty program, and a corporate wardrobe/gifting B2B arm.

Product overview

12 STOREEZ is a Russian omnichannel fashion retailer offering an online store and mobile application alongside nearly 50 physical retail locations across Russia and Kazakhstan. The product portfolio centers on a private-label apparel brand for women and men, encompassing core categories of clothing, footwear, bags, and accessories. The offering is structured around thematic seasonal capsules and curated sub-collections (Summer Wardrobe, Sports Capsule, GI Capsule, Flax collection, Beach collection, Evening collection, Home collection) plus add-on services including a Loyalty Program, Gift Certificates, a Stylist Partner Program, and a premium Shopping Session service. The company also operates a Corporate Solutions B2B arm for corporate gifting and wardrobes. The Lookbook editorial platform serves as a content marketing channel showcasing products through curated stories and celebrity collaborations.

Differentiator

Problem solved

Functional benefit

Products and services

• 12 STOREEZ Mobile Application Native iOS/Android shopping application enabling mobile purchasing, QR-code based identification, instant notifications, and double loyalty points for the customer's first in-app purchase.
• Women Collection Core women's fashion line covering clothing, footwear, bags, and accessories across all seasonal and thematic sub-collections, targeting women seeking minimalist everyday and occasion wear.
• Clothing (Одежда) General apparel category including dresses, trousers, tops, knitwear, and outerwear for women (with men's equivalents) sold through the online store, app, and physical stores.
• Footwear (Обувь) Shoes and footwear for women and men covering seasonal and style variety, sold through 12Storeez retail and digital channels.
• Bags and Accessories (Сумки и аксессуары) Leather goods and accessories including bags, wallets, cardholders, and fashion accessories for women and men.
• Sale up to -50% Seasonal and clearance sale section offering discounts of up to 50% on current 12Storeez collection items.
• Summer Wardrobe (Летний гардероб) Seasonal capsule featuring lightweight fabrics, natural color palette, and comfortable silhouettes curated for everyday summer wear.
• Sports Capsule (Спортивная капсула) Athletic apparel collection for golf, tennis, padel, and fitness featuring quick-dry and moisture-wicking technical materials.
• GI Capsule Signature capsule curated by Creative Director Irina Golomazdina featuring limited-edition pieces made from especially valuable materials intended to remain wardrobe-relevant for years.
• Flax for Every Day (Лен на каждый день) Organic linen capsule for hot summer days in the city and beyond, featuring harmoniously coordinated pieces in natural tones.
• Beach Collection (Пляжная коллекция) Beachwear range including swimsuits, light dresses, crochet items, summer accessories, and footwear for seaside holidays.
• Evening Collection (Вечерняя коллекция) Eveningwear featuring flowing silk, taffeta, and velvet fabrics with refined silhouettes and sophisticated detailing for formal occasions.
• Home Collection Homewear and loungewear assortment including pajamas and cozy items for at-home use.
• Gifts (Подарки) Curated gift assortment including leather cardholders, cashmere accessories, and ready-to-give gift sets.
• Gift Certificate (Подарочный сертификат) Digital or physical gift certificates in fixed denominations of 10,000–100,000 RUB or custom amounts from 500 to 500,000 RUB, redeemable across the 12Storeez online store, mobile app, and physical retail network.
• Shopping Session (Шопинг-сессия) Premium in-store experience at flagship stores: a reserved private fitting room for 2 hours, a personal assistant, sparkling wine, and pre-selected items for an unhurried, curated shopping appointment.
• Stylist Partner Program B2B partnership program offering professional stylists and image consultants a personal assistant, dedicated fitting space, on-site fittings, transparent commission terms, and invitations to exclusive brand events when they serve their clients at 12Storeez stores.
• Corporate Solutions (Для бизнеса) B2B corporate service providing unified team wardrobes, branded gift sets, and bulk corporate gifting with a dedicated personal manager, gift packaging, and custom documentation support for businesses.

Quantifiable outcome

• Customer satisfaction rating of 8.54/10 based on 17,016 reviews
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• 5PostminorChannel Partner/ Reseller/ Distributor5Post is a pickup point partner allowing customers to collect their orders from 5Post locations in Pyaterochka and Pereterostok stores. Returns can also be processed through 5Post locations.
• Yandex Pickup PointsminorChannel Partner/ Reseller/ DistributorYandex pickup points offer self-pickup of orders with SMS or QR code verification. Maximum order value of 250,000 rubles.
• SDEK (Spedition)minorChannel Partner/ Reseller/ DistributorSDEK pickup points for order collection with passport verification required. Also used for returns processing.
• LamodaminorChannel Partner/ Reseller/ DistributorOrders from Lamoda marketplace that are delivered by 12 STOREEZ couriers can be returned to 12 STOREEZ retail stores (except Tsvetnoy Universal Store, Afimoll, Okeania, Metropolis, and flagship in Stolenikov Lane) or by contacting 12 STOREEZ directly.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mango: European contemporary fashion brand with significant Russian retail and e-commerce presence prior to recent market adjustments. Comparable to 12Storeez on minimalist capsule aesthetics, women's fashion emphasis, and omnichannel store-plus-online distribution.
• Gloria Jeans: One of Russia's largest casual apparel and denim retailers with a deep owned-brand assortment and nationwide store network. Comparable to 12Storeez as a Russian private-label fashion incumbent with similar omnichannel ambitions, though operating at significantly larger scale.
• Reserved: European family fashion retailer (LPP Group) with broad women's, men's, and children's apparel assortment and large-format stores. Comparable to 12Storeez on owned-brand multi-category fashion retail and Russian market presence, though operating at substantially larger scale and lower price tier.

Direct peers

• Lime (Melon Fashion Group): Russian women's fashion and accessories brand by Melon Fashion Group with capsule-style collections and loyalty program. Comparable to 12Storeez in target customer, premium-moderate price positioning, and capsule-driven merchandising strategy.
• Lamoda: Russia/CIS-leading online fashion and lifestyle marketplace selling multi-brand apparel, shoes, and accessories. 12Storeez already accepts Lamoda-fulfilled returns in its own stores, confirming direct overlap on assortment, customer base, and Russian/CIS fulfillment footprint.
• Wildberries: Russia's largest fashion and lifestyle marketplace with apparel, footwear, and accessories from owned labels and third-party sellers. Operates across the same Russian/CIS customer base as 12Storeez, with overlapping target consumer and similar omnichannel pickup-partner logistics.
• Befree: Russian young-adult women's and men's apparel brand owned by Melon Fashion Group with extensive Russian/CIS physical retail. Comparable to 12Storeez as a multi-category owned-label fashion retailer targeting similar mid-market Russian consumers with capsule-style seasonal collections.
• Sela: Russian family apparel and casual fashion retailer with owned-brand assortment across women's, men's, and children's categories. Comparable to 12Storeez in multi-category family retail and Russian mall-based store presence, though positioned more in casual than contemporary segments.
• Love Republic: Russian contemporary fashion brand for women and men under Melon Fashion Group with broad assortment including occasion wear. Overlaps with 12Storeez's Evening Capsule and women's outerwear/dresses categories across the same Russian consumer.
• Zarina: Russian women's apparel and accessories brand under Melon Fashion Group with nationwide store footprint. Directly comparable to 12Storeez in women's fashion assortment, store-in-shop and standalone retail presence, and Russian middle-market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeu.to/7XYKHA
• LinkedInlinkedin.com/company/12-storeez

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 12Storeez