As a result of the transaction, the Selfmade brand has gained access to Lamoda’s infrastructure, which integrates an online platform and retail stores, as well as to data and consumer behaviour analytics.
Denuo provided full legal support for the transaction at all stages — from legal due diligence to the preparation and negotiation of transaction documents, as well as during the closing. Special attention was paid to balancing the commercial interests of the parties while preserving the unique identity of the brand. The founder of Selfmade retained her stake in the company and will continue to take an active part in brand management.
The Moscow-based team was led by Corporate partner Igor Antonyan assisted by legal director Maria Shevchenko, senior associate Dmitry Ostrey and associate Danil Gogolev.
The participation of Lamoda, as the largest player in fashion retail, opens up impressive growth opportunities for the Selfmade brand and ensures its steady scaling up. The founder and creative force behind the brand remaining involved in the management is a strategically important decision as it will help preserve the unique DNA of the brand that loyal customers and fans value so highly. The Lamoda team, with legal support from our team, sought to strike the perfect balance of interests in the deal, laying a solid foundation for future growth. We thank our colleagues for their trust in supporting this landmark project, and we enthusiastically look forward to seeing the new achievements of the Lamoda Group and the Selfmade brand.
Igor AntonyanPartner
