RusBankrot
We know everything about bankruptcy
19/02/2026
Thursday
THIS DAY IN HISTORY:
19 February 
1970 The Cuban leader, Fidel Castro, announced his retirement from the politics
1970 The Cuban leader, Fidel Castro, announced his retirement from the politics
1970 The oldest Korea's bank, Shinhan Bank, was opened
1970 The oldest Korea's bank, Shinhan Bank, was opened
1970 The French mathematician and astronomer Urbain Leverrier presented the first world's weather forecast
1970 The French mathematician and astronomer Urbain Leverrier presented the first world's weather forecast
19 February
1970 The Cuban leader, Fidel Castro, announced his retirement from the politics
1970 The Cuban leader, Fidel Castro, announced his retirement from the politics
1970 The oldest Korea's bank, Shinhan Bank, was opened
1970 The oldest Korea's bank, Shinhan Bank, was opened
1970 The French mathematician and astronomer Urbain Leverrier presented the first world's weather forecast
1970 The French mathematician and astronomer Urbain Leverrier presented the first world's weather forecast
THE SECOND FRIEND STORE RETAIL PLATFORM HAS DECIDED TO GO BANKRUPT
One of the "pioneers" of the Russian luxury retail is shutting down. The selective Second Friend Store (SFS) platform initiates its own insolvency procedure. The relevant notification has already been registered in the official register. The Company acknowledged the impossibility of further debt servicing and fulfillment of current obligations.
The founder of the project, Anna Luban, explained that the business could not withstand the accumulated financial problems. The key factor was the failure in negotiations with investors: it was not possible to raise capital on time to maintain turnover. At the same time, the platform faced a crisis of audience identification. The target segment, the Russian middle class, has lost its stability. Some of the customers moved to a higher price segment and lost interest in the secondary market. The other part, on the contrary, was cut off from the suite for financial reasons.
However, the owner does not exclude an alternative outcome. The company's legal entity may be transferred to new owners to repay the debt. Anna Luban did not comment on the presence of real applicants for the asset.
The platform has been operating since 2011, positioning itself as a pioneer among niche retail projects in the premium segment. Operational activities included the work of the Moscow showroom, where the positions of the grandees who left the Russian Federation were represented: Chanel, Gucci, Dolce & Gabbana. According to open reports, by the end of 2024, the revenue of the Second Friend Store showed a 10 percent increase, stopping at 72.2 million rubles. Net profit, having increased by a third, barely exceeded 900 thousand rubles, which indicates extremely low margins.
The list of creditors includes a structure close to Lamoda. Kupishuz LLC had previously collected more than 3.4 million rubles from the reseller. The amount consisted of the principal debt for the placement of ads and accrued penalties. The SFS challenged the decision by filing an appeal. Lamoda did not promptly confirm the debt, but declined to comment. At the same time, the companies had a partnership: some time ago, the retailer and the reseller launched a joint project based on the marketplace.
Experts record systemic changes within the industry. The explosive growth that the sector experienced in 2022-2023 in the wake of the shortage of Western brands has exhausted itself. According to FCG calculations, the turnover of fashion retail approached 253 billion rubles by the end of 2025. However, the growth rate has slowed by half compared to previous periods. Retail is no longer a separate story and is being integrated into the infrastructure of the e-commerce giants.
In addition, the buyer's portrait is changing. The value of high-profile labels is falling. Anna Lebsak-Kleimans from FCG draws attention to the requests of zoomers: the young audience focuses on the budget, not on the "passport" of the brand.
It is significant that large universal sites do not share the pessimism about luxury. For example, on Avito, sales of Hugo or Givenchy positions show strong double-digit dynamics. The demand for Russian designers' products, on the contrary, is progressing much more modestly.
Photo: Freepik
The founder of the project, Anna Luban, explained that the business could not withstand the accumulated financial problems. The key factor was the failure in negotiations with investors: it was not possible to raise capital on time to maintain turnover. At the same time, the platform faced a crisis of audience identification. The target segment, the Russian middle class, has lost its stability. Some of the customers moved to a higher price segment and lost interest in the secondary market. The other part, on the contrary, was cut off from the suite for financial reasons.
However, the owner does not exclude an alternative outcome. The company's legal entity may be transferred to new owners to repay the debt. Anna Luban did not comment on the presence of real applicants for the asset.
The platform has been operating since 2011, positioning itself as a pioneer among niche retail projects in the premium segment. Operational activities included the work of the Moscow showroom, where the positions of the grandees who left the Russian Federation were represented: Chanel, Gucci, Dolce & Gabbana. According to open reports, by the end of 2024, the revenue of the Second Friend Store showed a 10 percent increase, stopping at 72.2 million rubles. Net profit, having increased by a third, barely exceeded 900 thousand rubles, which indicates extremely low margins.
The list of creditors includes a structure close to Lamoda. Kupishuz LLC had previously collected more than 3.4 million rubles from the reseller. The amount consisted of the principal debt for the placement of ads and accrued penalties. The SFS challenged the decision by filing an appeal. Lamoda did not promptly confirm the debt, but declined to comment. At the same time, the companies had a partnership: some time ago, the retailer and the reseller launched a joint project based on the marketplace.
Experts record systemic changes within the industry. The explosive growth that the sector experienced in 2022-2023 in the wake of the shortage of Western brands has exhausted itself. According to FCG calculations, the turnover of fashion retail approached 253 billion rubles by the end of 2025. However, the growth rate has slowed by half compared to previous periods. Retail is no longer a separate story and is being integrated into the infrastructure of the e-commerce giants.
In addition, the buyer's portrait is changing. The value of high-profile labels is falling. Anna Lebsak-Kleimans from FCG draws attention to the requests of zoomers: the young audience focuses on the budget, not on the "passport" of the brand.
It is significant that large universal sites do not share the pessimism about luxury. For example, on Avito, sales of Hugo or Givenchy positions show strong double-digit dynamics. The demand for Russian designers' products, on the contrary, is progressing much more modestly.
Photo: Freepik
12.02.2026
