Be-in

What Be-in does

Be-in (legal entity Be-in.ru) is a Moscow-based fashion discovery and recommendation platform that aggregates catalogs from 6,000+ clothing, footwear, accessories, and cosmetics retailers across 200 Russian cities and 50 CIS cities. Founded in 2006, the platform functions as an editorial-led horizontal aggregator: users browse curated product and store directories by city, category, and retailer type, then click through to partner e-commerce sites or physical stores to complete purchases. The company operates a content engine adding roughly 3,000 new items weekly, complemented by a Beinopen magazine covering industry news, lookbooks, and event coverage including the BRICS+ Fashion Summit.

Underlying the platform is a city- and category-structured catalog with SEO-optimized URLs and a store directory covering 902 Moscow stores and 285 shopping centers. The technology stack is a standard web-based fashion e-commerce aggregation layer with directory, review, and price comparison features; no proprietary AI/ML systems, APIs, or SDKs are publicly disclosed.

Be-in monetizes exclusively through affiliate and referral commissions when users click through to purchase from partner retailers such as TSUM, Agent Provocateur, Mango, Tezenis, and Intimissimi. The service is free to consumers. The company also operates the Beinopen sub-brand ecosystem — a professional community, an industry development institute, and a research journal — which extends its footprint into the B2B fashion industry segment without disclosed standalone revenue. The company is privately held with 1-10 employees, no venture funding recorded, and headquarters in Moscow plus a secondary office in Saint Petersburg.

Name

Be-in

Legal name

Be-in.ru

Website

https://be-in.ru

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Be-in is a Moscow-based fashion recommendation platform founded in 2006 that aggregates 6,000+ retail stores across 200 Russian and 50 CIS cities, monetizing via affiliate click-throughs to partner retailers while serving fashion-conscious consumers with editorial catalog and store directory content.

Ownership category

akta.pro rank

Product category

Fashion Discovery and Retail Aggregation Platform

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

akta.pro secondary industries

Apparel, Footwear & Accessories Omnichannel (CRAFAEAA), Virtual Styling & Outfit Planning (HSACAJAF)

Keywords

• Fashion discovery platform
• Clothing store aggregator
• Affiliate fashion referral
• Retail store directory
• Fashion editorial content

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Affiliate/Referral Revenue: Be-in aggregates fashion products from 6000+ partner stores and earns referral fees when users click through to purchase from retailers like TSUM, Agent Provocateur, Mango, and other multi-brand stores. The platform redirects users to partner e-commerce sites where transactions occur.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Be-in is a fashion recommendation and discovery platform that aggregates clothing, footwear, accessories, and cosmetics from 6,000+ physical and online stores across 200 Russian cities and 50 CIS cities. Consumers browse curated catalogs by category and city, compare prices, and read store reviews, then are redirected to partner retailers (e.g., TSUM, Mango, Agent Provocateur) to complete purchases, with Be-in earning affiliate/referral commissions. The platform adds 3,000 new items weekly and supplements listings with editorial fashion journalism, lookbooks, and event coverage.

Product overview

Be-in is a fashion recommendation platform that aggregates clothing, footwear, accessories, and cosmetics from 6000 stores across 200 cities in Russia and 50 cities in CIS countries. The platform consists of the core Be-in.ru recommendation engine, the Beinopen professional community for fashion industry networking, the Beinopen Institute for fashion market development, and the Beinopen Journal for industry research and education. The core platform enables users to browse and compare products from physical and online stores, while the Beinopen ecosystem serves industry professionals with networking, business development, and educational resources.

Differentiator

Problem solved

Functional benefit

Brands

• Beinopen: A pool of projects and events for fashion industry professionals in Russia, including a journal, community, and industry development institute.

Products and services

• Be-in.ru Fashion Recommendation Platform A fashion recommendation and discovery platform aggregating clothing, shoes, accessories, and cosmetics from 6,000+ physical and online stores across 200 Russian cities and 50 CIS cities. Provides catalog browsing by category and city, price comparison, store reviews, and weekly curated new arrivals (3,000 items/week). Users browse for free and are redirected to partner retailers (e.g., TSUM, Agent Provocateur, Mango, Tezenis, Intimissimi) to complete purchases.
• Beinopen Professional Community A community of fashion industry professionals including photographers, digital artists, and production owners. Provides networking, knowledge sharing, and industry development initiatives for the Russian fashion sector.
• Beinopen Institute (Fashion Industry Development Institute) An institute creating modern infrastructure and modernizing Russia's fashion market, developing production chains within regions and at the federal level.
• Beinopen Journal (Knowledge Base) A blog/editorial publication covering how the fashion industry works in Russia and globally, featuring research, longreads, interviews, and case studies.

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Yandex Market: Yandex's marketplace platform aggregating many retailers across categories including fashion. As a search-and-discovery incumbent with deep integration into Yandex search, it is a strong broad competitor for Russian fashion query traffic.
• Google Shopping: General product search engine that surfaces fashion products from partner retailers. As a default discovery tool, it competes with Be-in for transactional queries across the same Russian and CIS retailers.

Direct peers

• Ozon: Major Russian marketplace with a strong fashion and accessories vertical. Ozon's native fashion discovery and checkout compete directly with Be-in's catalog and redirect model for Russian shoppers.
• Wildberries: Russia's largest general marketplace with a massive fashion category. Wildberries absorbs both fashion discovery and transactions in-app, competing with Be-in for the same Russian fashion consumer's attention and search queries.
• Lyst: Global fashion aggregator that consolidates products from multiple luxury and designer retailers into a single discovery experience. Closely mirrors Be-in's affiliate-driven model but at international premium-brand scale.
• Lamoda: Leading Russian fashion and lifestyle e-commerce marketplace. Lamoda competes directly with Be-in for fashion discovery intent in Russia but operates a transaction-based model rather than an affiliate-redirect model.
• ShopStyle: Fashion aggregator that lets users search across thousands of brands and retailers with redirect-to-purchase. Conceptually similar to Be-in, though historically focused on US/EU markets.

Emerging players

• Pinterest: Visual discovery platform where users find fashion inspiration and product links. While not a fashion-specific catalog, it competes for top-of-funnel fashion discovery attention and shoppable redirects.
• Flowwow: Russian marketplace aggregator focused on gifts, flowers, and lifestyle goods. While narrower than Be-in, it uses a similar local-discovery and multi-merchant redirect model aimed at Russian consumers.

Regional players

• Zalando: Europe's leading fashion marketplace. Comparable in catalog breadth and affiliate-driven dynamics to Be-in, but operates in EU markets rather than Russia/CIS, illustrating an adjacent scaling path.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/en.be-in.ru

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Be-in