Irina Maksimova, Director of Fashion Purchasing and Development

Professional path: Irina has been working in e-commerce for over 16 years, including 12 years at Lamoda.

She began her career at Lamoda with the development of women's clothing, and then all key categories, building strategic cooperation with partners in 1p&3p sales models. Now her focus is on purchasing and developing the fashion assortment presented on the platform in the mass-market, premium and outlet segments. In 2024, Irina led the launch of three of Lamoda's own brands - Nume, Mademan and Founds, which became strategic areas of business development. By the end of the year, the Nume brand entered the top 10 brands in the mass-market segment on Lamoda.

In 2022, under Irina's leadership, the platform launched the "Designers" section (formerly "Showroom") in support of Russian brands, which brought together promising local brands and designers. During this time, the range has increased to more than 30 thousand products, and the demand in the section