What Lemon does

Lemon is a privately held Uruguayan women's fashion retailer headquartered in Montevideo, operating an omnichannel model that combines a national e-commerce storefront (lemon.com.uy) with 12 physical stores located primarily in Montevideo's major shopping centers (Montevideo Shopping, Punta Carretas, Tres Cruces, Portones, Nuevocentro) plus locations in Ciudad de la Costa and Las Piedras. The company sells apparel, footwear, bags and accessories across a horizontal assortment spanning jeans, dresses, sweaters, outerwear, shoes, workwear and activewear, priced from approximately UYU 790 to UYU 7,990 per item. Targeted sub-brands include Lemon Mamá (maternity), Esenciales (cotton basics), Looks de Oficina (workwear), Fitness Wellness Gym (activewear), Hecho en Uruguay (locally manufactured), Garage21 (clearance), and La Casa / Cuidado de Prendas (home and garment care), reflecting ongoing category extension beyond core apparel.

The underlying technology stack is built on the Fenicio eCommerce Uruguay platform, which handles product catalog, shopping cart, checkout and order management for the online channel. Fulfillment is supported by multiple logistics partners (DAC, El Correo, DHL) with a same-day 2-hour express delivery service in Montevideo and standard shipping to the interior of the country; international delivery is available to the USA via DHL. Payments are accepted through Visa, Mastercard, OCA and Santander, with Santander customers receiving a 15% discount that functions as both a customer acquisition tool and a core commercial partnership.

Lemon operates a direct-to-consumer retail model with one-time purchase revenue mechanics, supplemented by the Lemon Plus points-based loyalty program that spans both physical and online channels. The company employs 51-100 people, targets a single primary customer persona (women in Uruguay seeking versatile, accessible fashion), and uses a marketing mix centered on organic social (Facebook, Instagram, Twitter, Pinterest, YouTube), email and WhatsApp. No public listing, institutional investors, funding rounds or M&A activity are disclosed in the input data, suggesting a founder/family-owned ownership structure.

Name

Lemon

Legal name

Lemon

Website

https://lemon.com.uy

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Lemon is a privately held Uruguayan women's fashion retailer based in Montevideo, selling apparel, footwear and accessories through 12 physical stores and the lemon.com.uy e-commerce site to women across Uruguay.

Ownership category

akta.pro rank

Headquarters

HQ city

Montevideo

HQ country

Uruguay

HQ region

Latin America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Apparel Sales: Lemon generates revenue through one-time retail sales of fashion apparel and accessories, including clothing, shoes, bags, and accessories. The company operates on a traditional retail model where customers purchase products at listed prices, with discounts available through promotions and partner credit cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Lemon is a Uruguayan women's fashion retailer that sells clothing, footwear, bags, and accessories through its own e-commerce website (lemon.com.uy) and a network of 12 physical stores located in shopping centers across Montevideo, Ciudad de la Costa, and Las Piedras. The assortment spans multiple named collections including New In, Pre Order, Esenciales, Lemon Mamá (maternity), Fitness Wellness Gym (activewear), Looks de Oficina (workwear), Garage21 (outlet), and Hecho en Uruguay (locally manufactured), with a Lemon Plus loyalty program that ties together online and in-store purchases.

Product overview

Lemon is a fashion and apparel e-commerce company operating primarily in Uruguay. Its core product is the Lemon Eshop (lemon.com.uy), an online retail platform offering women's clothing and accessories across a wide range of categories including jeans, shoes, cardigans, sweaters, shirts, blouses, pants, skirts, dresses, outerwear, bags, backpacks, and accessories. The product portfolio is organized through multiple sub-brands and collections: New In (new arrivals), Pre Order (pre-order upcoming items), Lemon Plus (loyalty rewards program), Esenciales (cotton basics), Lemon Mamá (maternity fashion), Fitness Wellness Gym (activewear), Looks de Oficina (workwear), Garage21 (clearance outlet), Hecho en Uruguay (locally manufactured), and La Casa (home and garment care products). Lemon also operates a physical retail store network with over 12 locations in Uruguay where customers can pick up online orders. Delivery is offered through multiple methods including same-day express delivery in Montevideo, standard shipping, and courier services. The company also offers a loyalty program (Lemon Plus) that rewards purchases across all channels.

Differentiator

Problem solved

Functional benefit

Brands

• Lemon Plus: Loyalty program where purchases at stores and Eshop accumulate points in the customer's account
• Lemon 21

Products and services

• Lemon Eshop Online e-commerce storefront at lemon.com.uy for browsing and purchasing women's fashion and apparel, with product catalog, shopping cart, wish list, account management, and shipping/payment options.
• Lemon Plus Loyalty rewards program where customers accumulate points on purchases made both in-store and through the Lemon Eshop, redeemable for discounts on future purchases.
• Pre Order Pre-order collection that allows customers to reserve upcoming seasonal fashion items ahead of general availability, with scheduled delivery dates.
• New In New arrivals collection featuring the latest seasonal fashion items including new clothing, shoes, and accessories.
• Garage21 Clearance sale section featuring discounted fashion items and end-of-season products at reduced prices.
• Hecho en Uruguay Collection of products manufactured in Uruguay, promoting locally made fashion items.
• Esenciales Essential basics collection of cotton wardrobe staples in classic neutral colors (black, gray melange, beige melange) with a body-fitted silhouette.
• Lemon Mamá Maternity fashion collection available in flare, straight, and baggy jean fits, designed to accompany mothers during pregnancy.
• Fitness Wellness Gym Activewear and fitness clothing collection including leggings, tops, and athletic wear for gym and wellness activities.
• Looks de Oficina Office-appropriate fashion looks collection featuring professional attire and workwear pieces.
• Descuentos (Hasta 70%) Discount collection featuring promotions up to 70% off across various product categories, including seasonal promotions and second-item discounts.
• 2 HORAS :: ENVIO EXPRESS Same-day express delivery service in Montevideo, delivering online orders within 2 hours subject to stock availability.
• Pickup en Tiendas In-store pickup service allowing customers to collect online orders from physical Lemon store locations, available at over 12 stores across Uruguay.
• La Casa / Cuidado de Prendas Home care and garment care product line including eco-friendly concentrated laundry soap, fabric softener, and garment perfume, offered in various sizes including 5-liter bulk options.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• VisaminorOthersPayment processing partner allowing customers to pay with Visa credit and debit cards for in-store and online purchases.
• MastercardminorOthersPayment processing partner allowing customers to pay with Mastercard credit and debit cards for in-store and online purchases.
• OCAminorOthersLocal payment method and credit card accepted as payment option for Lemon purchases.
• SantandercoreGTM or Marketing PartnerBanking partner offering 15% discount on all purchases made with Santander credit cards. This is a key promotional partnership driving customer acquisition and loyalty.
• DACminorOthersDelivery partner for shipping to interior regions of Uruguay. Standard 7-day delivery to locations outside Montevideo.
• El Correo (Uruguayan Postal Service)minorOthersAlternative delivery partner for shipping to interior regions of Uruguay.
• DHLminorOthersInternational shipping partner for USA deliveries.
• Fenicio eCommerce UruguaycoreTechnology or IntegrationTechnology platform provider powering Lemon's e-commerce website. The platform handles the online store functionality, product catalog, shopping cart, and checkout process.

Recent moves1 record

Expansion highlights5 records

Direct peers

• Rapsodia: Argentine women's fashion brand with similar style sensibility, omnichannel presence, and mid-to-premium price positioning. Closest stylistic and operational analogue to Lemon within the Río de la Plata fashion ecosystem.
• Cuesta Blanca: Argentine women's fashion brand with a similar style and price-point profile to Lemon, expanding into regional markets. Comparable in product breadth and DTC-plus-physical-store distribution model.
• Zara (Inditex): Global fast-fashion leader operating in the same women's apparel categories as Lemon, with a comparable omnichannel model (flagship retail + integrated e-commerce). Sets the benchmark for in-season trend turn that local retailers must match.
• Mimo: Argentine women's fashion brand with omnichannel retail and e-commerce, similar mid-market positioning and target customer to Lemon. Operates in the broader Río de la Plata apparel market with comparable category breadth.
• H&M: Global fast-fashion incumbent with overlapping women's apparel categories, frequent promotional cadence, and accessible price points. Comparable in GTM motion (multi-format retail + e-commerce) and target customer.
• Shein: Global online fast-fashion retailer directly competing with Lemon on price, breadth of assortment, and digital discovery. Increasingly accessible to Uruguayan consumers via cross-border shipping, pressuring local DTC pricing power.
• Dafiti: LATAM-focused online fashion and footwear retailer operating across multiple South American markets. Direct comparable to Lemon's e-commerce GTM and women's apparel focus, with broader geographic reach in the region.
• Kosiuko: Argentine contemporary women's fashion brand with comparable mid-market positioning and omnichannel retail model. Operates in the same Río de la Plata region with overlapping customer demographics to Lemon.

Broad incumbents

• MercadoLibre: Dominant LATAM e-commerce marketplace; while not a direct fashion brand, hosts thousands of apparel sellers including international fast-fashion reaching Uruguayan consumers. Represents the structural channel pressure on Lemon's own DTC e-commerce.
• Falabella: LATAM department-store incumbent operating in Uruguay with a significant apparel category that directly overlaps Lemon's assortment. Competes on breadth, financing offers, and shopping-center foot traffic rather than niche specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lemon_uruguay
• YouTubeyoutube.com/channel/UCrdyvqONr_v_JiNCEqjlHSQ
• Facebookfacebook.com/lemonuy
• Instagraminstagram.com/lemon_uruguay
• Pinterestpinterest.com/lemonuruguay
• LinkedInlinkedin.com/company/lemonuruguay

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 Lemon