Melon Fashion Group, one of the leading Russian fashion retail companies developing ZARINA, befree, LOVE REPUBLIC, and sela brands, announces the expansion of its online presence in the international market with the launch of sales under the befree brand on the world's largest e-commerce platform Amazon. This decision reflects the company's strategic priorities and is a consistent step to increase the online presence and to internationalize Melon Fashion Group's brands.

In December 2021, Amazon is averaging about 100 orders for befree products every day. During the first 6 days of December alone befree's sales on the marketplace have already surpassed the result for the whole of November, and the number of orders continues to grow. The largest number of orders comes from such European cities as Munich, Berlin, Rome, Paris, Dortmund, Hamburg, Hannover, Milan, Cologne and Dresden.

Mikhail Urzhumtsev, Melon Fashion Group CEO:

“Melon Fashion Group operates in an omni-channel model which blurs the boundaries between offline and online, taking on special significance and importance in the new reality. We are witnessing a trend to go online, and while in 2017 the company's total online revenue was 7%, at the end of the third quarter of 2021 the figure reached 30%. At the same time, we are not only developing our own online channels, but also offering our products through online partner platforms. Melon Fashion Group is the leading apparel retailer on the Wildberries and Lamoda marketplaces. We see significant potential for further development of our online business both in Russia and in international markets.

The launch of sales of one of our brands on Amazon is a significant step towards the international expansion of the company and the internationalization of brands, as well as a new achievement in the development of our strategic area - the online business”.