Yandex Market Ventures into Fashion with New Clothing Brands

Yandex Market is setting its sights on the fashion industry by launching clothing under its own brands, a strategic move aimed at tapping into one of the fastest-growing segments in e-commerce. This initiative was highlighted in a report by Kommersant, which referenced applications filed by Yandex in March for the registration of trademarks Tame, Muted, and Humanform in categories including clothing.

The company has confirmed its intention to develop clothing brands targeting the middle price segment for both adults and children. In a notable departure from a singular production model, Yandex Market plans to diversify its manufacturing, utilizing facilities across various countries, notably China and Uzbekistan. This approach underscores the company’s ambition to leverage global manufacturing strengths to ensure quality and accessibility for its forthcoming fashion lines.

Yandex Market’s foray into fashion is buoyed by the e-commerce platform’s substantial growth in the clothing category, which saw a 3.7-fold increase in offerings during the fourth quarter of 2023 compared to the previous year. This expansion signals a robust consumer demand within the marketplace for diverse and accessible fashion options.

The move to establish its own clothing brands marks Yandex Market’s continued diversification into private labels, following the successful launch of the Pragma household goods brand in January 2024 and the introduction of Lunnen computer equipment and Commo full-size headphones in February. This strategy mirrors broader trends in e-commerce, where marketplaces develop in-house brands to capture additional market share and offer exclusive products to their customer base.

Yandex Market’s venture into the fashion industry follows previous attempts by other e-commerce platforms, such as Wildberries, to establish their own clothing lines. While Wildberries eventually stepped back from its clothing project, Yandex Market’s entry represents a fresh endeavor to blend fashion with the dynamic capabilities of online retail, promising to bring innovative and accessible apparel options to consumers.

Source: Kommersant

Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at and Sloth.Cloud, and founder of