Lesara

Lesara is a clothes online store founded in Berlin in 2013 by Roman Kirsch, Matthias Wilrich and Robin Müller.[5] On November 9, 2018, it was reported that the company has filed bankruptcy.[6] As of 2017, Lesara had over 200 employees and an estimated 4 million users every month buying 100,000 products,[3][7][8] selling in 24 European countries and had established partnerships with distributors and manufacturers in other countries.[3][9]

Lesara
TypePrivately held company
IndustryFashion
Founded2013[1]
FounderRoman Kirsch[2]
Headquarters
Berlin
,
Germany
Number of locations
24 (Europe)[3] (2017)
Area served
Europe
Key people
Roman Kirsch, Founder and CEO
Robin Müller, Co-Founder and CTO
Matthias Wilrich, Co-Founder and COO
Revenue€75 million[4] (2016)
Websitewww.lesara.com

History

Lesara was founded in 2013 by Roman Kirsch (CEO), Matthias Wilrich (COO) and Robin Müller (CTO).[7][10] The company has its head office located at the Schicklerhaus in Berlin, Germany and the second office in Guangzhou, China.[7]

Retail
Main article: Agile retail

Lesara was one of the first companies that used the concept of agile retail within the fashion industry.[9][11] Agile retail is a direct-to-consumer retail model that uses big data to try to predict trends, manage efficient production cycles, and optimise turnaround on emerging styles.[12] The company uses data, which is acquired from Google, social media and blog posts, that is then analysed to identify current trends.[13]

Criticism

In September 2016, Beobachter reported about alleged illegal crossed-out prices in Switzerland, citing Guido Sutter, chief legal adviser of Federal Department of Economic Affairs, Education and Research (SECO) in Switzerland, that they would send Lesara a cease and desist order.[14]

Lesara has been criticized for unfair and illegal marketing tactics Germany for several years. German consumer blogger Daniel Brückner reported on his blog toptestsieger.de about fake testimonials,[15] misleading crossed out prices and copyright violations.[16] In 2015 Lesara GmbH filed a suit against Daniel Brückner, which has been dismissed by Landgericht Köln (Regional Court, Cologne) in 2016.[17][18]

In early 2018 manager magazin reported that Lesara has inflated revenue figures by not accounting for returns.[6]

In November 2018, Lesara CEO Roman Kirsch filed for bankruptcy.[19]

References
  1. Michelle, Kuepper (2014-01-13). "Seven-figure funding for Lesara – the online store for discount products". Retrieved 2017-07-07.
  2. Peter, Maxwill (2015-11-02). "Kleider geil". Der Spiegel. Retrieved 2017-07-07.
  3. "Lesara » Corporate Website". Lesara. Retrieved 15 August 2017.
  4. Nadine, Bayle (2017-06-26). "Lesara, pionnier du prêt-à-porter prédictif". Le Monde. Retrieved 2017-07-07.
  5. "About us". Lesara. Retrieved 5 November 2016.
  6. "Das Wunderkind muss Insolvenz anmelden". manager magazin. Retrieved 11 November 2018.
  7. Chloe Gendron,"Lesara: Using Technology To Make Fast Fashion Faster". techcrunch.com. 13 June 2016. Retrieved 6 August 2016.
  8. Chloe, Gendron (2016-06-13). "Lesara: Using Technology To Make Fast Fashion Faster". Retrieved 2017-07-07.
  9. Craig Guillot, "Lesara Uses Agile Management and Data to Meet Retail Fashion Trends". insights.samsung.com. Retrieved 6 August 2016.
  10. "Online Fashion Store Expands to 16 Countries in Europe". techcrunch.com. 4 December 2015. Retrieved 6 August 2016.
  11. Julian Mitchell, "This 27-Year-Old Founder Is Transforming High-Fashion Into A Billion-Dollar Tech Industry", forbes.com,.
  12. Nadya Khoja, "Changing Clothes: How Agile Retail is Disrupting the Fashion Industry", business.com, July 20, 2016.
  13. Francois, Badenhorst (2017-02-13). "How Lesara increased its sales by 175% to a 'high double-digit million'". Retrieved 2017-07-07.
  14. Haefely, Andrea (13 September 2016). "Billigware mit Pseudorabatt". beobachter.ch.
  15. "Lesara - Gefälschte "Kunden"-Testimonials bei lesara.de - toptestsieger.de". toptestsieger.de (in German). 2015-11-03. Retrieved 2017-07-14.
  16. "Betrügereien mit Fake-Produkten bei lesara.de". toptestsieger.de (in German). 2014-12-19. Retrieved 2017-07-14.
  17. "toptestsieger.de vor Gericht - Ein Rückblick auf 2016". toptestsieger.de (in German). 2017-03-17. Retrieved 2017-07-14.
  18. "Landgericht Köln, 28 O 448/15". Retrieved 14 July 2017.
  19. https://www.mdr.de/thueringen/lesara-logistikzentrum-erfurt-offenbar-insolvenz-100.html
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