Women’s clothing brand Noun files for bankruptcy

The company informed Fedresurs of its intention to declare bankruptcy last November. The company’s only creditor is Tiltech JSC, the venture fund of the founder of the Vkusville chain, Andrey Krivenko. In 2022 he invested 290 million rubles in Noun and in the summer of 2024 he bought the company completely.

Tiltech’s investment was followed by a business conflict. The brand’s founder, Sergei Pimenov, then told Forbes that the fund had deprived him of his business and forced him to leave the company without compensation. In conversation with Shopper’s, the businessman pointed out that the entire team left the company with him.

Due to poor financial performance, Noun began closing stores. Now there are three points of sale left: in Adler, Volgograd and Kazan, while at the end of November there were 17, the publication notes.

Noun will soon close all its stores because the brand “could not promote itself in the right way, despite Tiltech’s investments,” Dmitry Tomilin, CEO of consulting firm Eterna, told Shopper’s. A commercial real estate consultant told the publication that the business would be liquidated.

Noun was founded in 2012. The company followed the principle of “fast fashion”: it produced clothing in small batches of 100 to 300 units, tested demand, and then completed the batch if the model was popular. Noun produced clothes at his own company in Volgograd.