What Leomax does

Leomax is a Russian omnichannel teleshopping retailer operating under the legal entity OOO «SHOP TV» (OGRN 5117746036128), founded in 2014 and headquartered in Moscow. The company sells a catalog of 11,757+ SKUs across women's and men's clothing, footwear, beauty and health products, home and garden goods, and kitchen and dining items. It generates revenue primarily through direct retail sales at advertised discounts of up to 90%, supplemented by a 2-year extended warranty service (490-690₽), a tiered Leomax Bonus loyalty program with up to 2340% buyback rate, and BNPL financing through Mokka and Halva partners.

The company's go-to-market combines an owned TV shopping channel and advertising clips on federal Russian TV, the leomax.ru e-commerce site, an iOS/Android mobile app with first-order promotional incentives, a 24/7 call center, and PDF catalogs. Fulfillment is handled via courier delivery in 100+ Russian cities and Russian Post for the remainder of the Russian Federation. The technology stack is standard e-commerce, with disclosed use of recommendation technologies on the website (regulated under Russian Government Decree No. 2463), payment integration with VISA, MASTERCARD, and МИР, and affiliate acquisition through the Advcake network. An in-house production studio creates content for all channels.

The target customer is Russian consumers aged 35 and older, with women forming the primary segment (apparel, big sizes, beauty, health, home) and men a secondary segment (clothing, footwear). The company also operates supplier-partner programs for Russian brands and private label (СТМ) products. Ownership is private/founder-controlled with no disclosed institutional investors, and revenue is not publicly reported.

Name

Leomax

Legal name

OOO «SHOP TV»

Website

https://leomax.ru

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Leomax is a Moscow-based Russian omnichannel teleshopping retailer selling 11,757+ SKUs of apparel, footwear, beauty, health, and home goods through an own TV channel, website, mobile app, and call center, serving consumers aged 35+ across Russia with courier and postal delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Direct Retail): Direct retail sales of apparel, footwear, beauty, health, and home goods through TV channel, website, and mobile app. Products are sold at discounted prices (up to 90% discounts) with various payment options including installment plans and loyalty bonuses.
2. Leomax Bonus Loyalty Program: Points-based loyalty program where bonuses are credited 15 days after order receipt. Customers can reach different status levels with cashback on purchases.
3. Private Label / Store Brand (СТМ): Sale of own private label products (СТМ) and unique supplier merchandise, with special support for Russian brands
4. Additional Extended Warranty: Extended warranty service (Гарантия на дополнительное обслуживание товара) sold as a 2-year service contract with pricing tiers based on product cost: 490₽ (0-1799.99₽), 590₽ (1800-2499.99₽), 690₽ (2500-49999.99₽)

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

Leomax is a Russian omnichannel teleshopping retailer that sells consumer goods (apparel, footwear, beauty and health products, home goods, and kitchenware) through its own TV shopping channel, the leomax.ru e-commerce site, and iOS/Android mobile applications. Customers place orders by phone, via the website, or through the mobile app, with home delivery in 100+ Russian cities by courier and full Russian Federation coverage via Russian Post.

Product overview

Leomax is a Russian omnichannel teleshopping retailer (Телемагазин) operating through a TV broadcast channel, e-commerce website, and mobile application. The company offers a diverse catalog of over 11,700 products across six main categories: women's clothing (including large sizes), men's clothing, beauty and health products (vitamins, supplements, cosmetics), home and garden goods, kitchen and dining items, and footwear. The platform is complemented by the Leomax Bonus loyalty program offering cashback, optional extended warranty services (2-year protection), and installment payment options through Мокка and Халва. The company also provides downloadable PDF catalogs and markets products featured on their TV broadcasts.

Differentiator

Problem solved

Functional benefit

Brands

• Leomax Bonus: Loyalty program offering cashback and bonus points for purchases

Products and services

• Leomax TV Shopping Channel Own 24/7 Russian TV shopping channel broadcasting live product demonstrations with phone ordering, distributed via federal TV channels and partnerships with TV providers across Russia.
• Leomax Mobile Application

Quantifiable outcome

• Discounts up to 90% on products
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability1 record

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Много.руminorGTM or Marketing PartnerCashback and bonus points partnership allowing Leomax customers to earn bonus points through the Много.ру loyalty network when making purchases
• Халва (Рассрочка Халва)minorChannel Partner/ Reseller/ DistributorInstallment payment partnership allowing customers to purchase goods using the Халва buy-now-pay-later card with 0% interest installment options
• AdvcakeminorGTM or Marketing PartnerAffiliate marketing partnership for customer acquisition through the Advcake affiliate network
• MokkaminorChannel Partner/ Reseller/ DistributorBuy-now-pay-later financing partner offering customers installment payment plans from 1 to 10 months with 0 rubles monthly interest
• TV Providers (ТВ-провайдерам)minorChannel Partner/ Reseller/ DistributorPartnership with television providers to broadcast Leomax shopping channel content to viewers across Russia
• Suppliers and Manufacturers (Поставщикам)coreStrategic or Co-development PartnerCore supplier partnerships for private label (СТМ) products and unique merchandise. Special support provided for Russian brands. Partners receive omnichannel access including TV channel, federal TV advertising, website, app, catalogs, and telemarketing with in-house content production support.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Others

• СДЭК (CDEK): Leading Russian delivery and logistics operator providing nationwide parcel and courier services. Comparable as a key logistics partner or substitute for the courier and post network that powers Leomax's 100+ city delivery capability.

Direct peers

• QVC: U.S. TV-shopping and e-commerce retailer combining a televised shopping channel with a leading online storefront for apparel, beauty, and home goods. Closest analog to Leomax's hybrid TV-plus-omnichannel model outside Russia.
• Wildberries: Russia's largest general-merchandise marketplace, selling apparel, footwear, beauty, and home goods across the country. Directly competes with Leomax for the same product categories in the Russian consumer market, though without the TV-broadcast channel.
• Ozon: Major Russian e-commerce platform with broad assortment spanning apparel, home, and beauty categories. Directly competes with Leomax on assortment breadth, delivery coverage, and Russian consumer wallet share.
• Yandex Market: Large Russian multi-category marketplace operated by Yandex. Competes head-on with Leomax in general-merchandise categories and benefits from native traffic integration that Leomax must purchase via separate marketing spend.
• Lamoda: Russia-focused fashion and lifestyle online retailer with deep assortment in clothing, footwear, accessories, and beauty. Overlaps directly with Leomax's apparel and footwear categories and offers similar Russian-courier delivery model.
• HSN: U.S. Home Shopping Network operating a televised retail channel plus integrated e-commerce platform. Shares Leomax's televised-shopping + digital storefront + own-product brand model for general merchandise.
• Gloria Jeans: Major Russian apparel manufacturer-retailer with omnichannel distribution (own stores, partners, and digital). Directly overlapping with Leomax on apparel, including large-size women's clothing, and competing for the same 35+ Russian consumer.

Broad incumbents

• М.Видео (M.Video): Largest Russian consumer-electronics retailer with a developed omnichannel platform (web, mobile app, store network). Relevant incumbent comparable for scale and channel architecture, though category-mix skews to electronics rather than Leomax's general merchandise.

Regional players

• HSE24: German TV-shopping broadcaster with companion e-commerce site covering apparel, beauty, home, and accessories. Operates the same hybrid broadcast-and-online format as Leomax but is anchored in the German-speaking market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/leomax.ru
• LinkedInlinkedin.com/company/leomax-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Leomax