What ZARINA does

ZARINA is a privately held Russian fashion retailer founded in 1993 in Saint Petersburg. The company designs, sources (primarily from China), and sells everyday clothing, knitwear, underwear, and accessories for women and men under the ZARINA brand, with a premium sub-brand called ZARINA / ICONIC and capsule collaborations such as ZARINA x ROGOV. Its assortment spans budget items starting at 399₽ through premium outerwear at 7,999₽, supported by promo discounts (PROMO15), installment payments via Halva, and a 10-year-old loyalty program (ZARINA Club) offering up to 30% bonus-point discounts.

The company operates a multi-channel distribution model: 300+ physical retail stores across Russia, an owned e-commerce storefront at zarina.ru, and native mobile applications on AppStore, GooglePlay, Huawei AppGallery, and RuStore. Courier delivery is offered from one day. Marketing is concentrated in domestic channels — VK, YouTube, Telegram, email/newsletter, and promo-code-driven paid campaigns — and the company supports mainstream Russian payment methods including Mir, Visa, MasterCard, and installment providers.

ZARINA's target customer is the Russian mass-market consumer seeking accessible everyday fashion combining a "noble business style," minimalist cuts from quality materials, and feminine silhouettes, with a secondary tier of premium-line customers. The company is privately held with no evidence of institutional investment, parent-company ownership, public listing, M&A activity, or proprietary technology platforms; revenue is not disclosed. Its competitive position rests on physical distribution density and three decades of brand equity rather than technology differentiation.

Name

ZARINA

Legal name

Zarina

Website

https://zarina.ru

Company type

Private

Founded year

1993

Operating status

Operating

Short description

ZARINA is a privately held Russian fashion retailer founded in 1993 that designs and sells everyday clothing, knitwear, underwear, and accessories for women and men across 300+ stores, an owned e-commerce site, and four mobile app storefronts in Russia.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Petersburg

HQ country

Russia

HQ region

Europe

Offices1 record

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 clothing sales: One-time purchase of apparel items including women's and men's clothing, underwear, and accessories. Revenue generated through physical store retail and e-commerce sales on zarina.ru and mobile applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ZARINA designs, sources, and retails everyday clothing for women and men, with a core womenswear range covering dresses, blouses, shirts, pants, jeans, skirts, t-shirts, tops, knitwear, jackets, vests, hoodies, sweatshirts, outerwear, underwear, and accessories, plus menswear, a premium line, and capsule collaborations. The brand sells these own-label products through more than 300 retail stores across Russia, its own e-commerce site zarina.ru, and native mobile applications, supported by a loyalty program and installment payments.

Product overview

ZARINA is a Russian women's clothing brand founded in 1993, now operating over 300 stores across Russia. The product portfolio centers on a unified womenswear platform offering dresses, blouses, shirts, pants, jeans, skirts, t-shirts, tops, knitwear, jackets, vests, hoodies, sweatshirts, outerwear, underwear, and accessories. The brand extends into menswear and premium lines, with collaborative collections such as ZARINA x ROGOV and a dedicated premium sub-brand called ZARINA / ICONIC. A loyalty program (ZARINA Club) supports customer retention. Products are primarily manufactured in China and sold through physical stores, an e-commerce platform, and native mobile applications across multiple app stores.

Differentiator

Problem solved

Functional benefit

Products and services

• ZARINA Women's Clothing Collection Core womenswear range including dresses, blouses, shirts, pants, jeans, skirts, t-shirts, tops, knitwear (cardigans, sweaters, turtlenecks, zip-up jumpers), jackets, vests, hoodies, sweatshirts, and outerwear, positioned as everyday fashion for Russian women.
• ZARINA Men's Clothing Collection Menswear collection offered alongside womenswear, expanding the brand's everyday-fashion assortment to male customers.
• ZARINA Underwear Collection Womenswear underwear including bras and panties (slips, brazilian, thongs, shorts) made from microfiber and lace materials, priced from 399₽ to 1,799₽.
• ZARINA Accessories Collection Accessories including belts, hair accessories, and hosiery, sold alongside ZARINA's apparel lines.
• ZARINA Premium Line Higher-end premium clothing line within the ZARINA assortment, targeting customers seeking premium everyday fashion.
• ZARINA / ICONIC Premium sub-brand line within ZARINA's womenswear collection, positioned as an elevated tier within the assortment.
• ZARINA x ROGOV Capsule Collection

Quantifiable outcome

• Discount up to 15% with promo code on orders from 5000₽
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

One partnership is on record.

• ROGOVminorStrategic or Co-development PartnerCollaboration on capsule collection ZARINA x ROGOV featuring co-designed fashion pieces.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wildberries: Dominant Russian online marketplace including large fashion assortment, competing with ZARINA for online apparel share with a marketplace rather than own-brand model.
• Lamoda: Leading Russian fashion e-commerce platform that competes with ZARINA's online channel and aggregates many of the same accessible-fashion brands; broader assortment but no own-brand retail.
• Mango: Global Spanish apparel brand with Russian e-commerce presence, offering comparable affordable contemporary womenswear and competing for the same Russian customer.

Direct peers

• Befree: Russian womenswear and menswear brand owned by Melon Fashion Group with multi-hundred store footprint across Russia, competing head-to-head with ZARINA in affordable everyday fashion.
• Love Republic: Russian womenswear brand with nationwide store presence operated by Melon Fashion Group, competing directly in the affordable-to-mid fashion segment.
• O'STIN: Russian mass-market apparel retailer with hundreds of stores across Russia targeting similar affordable everyday fashion segment for women and men.
• Sela: Russian casual apparel brand with multi-store presence and e-commerce operations, comparable in customer base and price tier to ZARINA.
• Gloria Jeans: Major Russian specialty apparel retailer with nationwide physical store presence, directly comparable to ZARINA in target customer, price point, and omnichannel model.
• Incity: Russian womenswear specialty retailer with own store network, overlapping customer demographic and accessible price positioning with ZARINA.

Regional players

• Reserved (LPP Group): Polish fast-fashion brand from LPP Group with prior Russian retail presence; relevant comparable for accessible family apparel positioning even if operations are now curtailed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ZarinaVideo

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 ZARINA