Limé (LIMÉ)
Type: Russian fashion brand. Fashion-market leader in its home market.
VGR context: Limé is the signature case behind VGR. Between 2022 and 2025 Pau Almar served as strategic advisor to the Limé board and architected the commercial transformation that took the brand from 13th in its market to #1.
What changed under VGR's mandate
- Market position: 13th → 1st.
- Store format: 200m² neighbourhood stores → 4,800m² flagships.
- Business lines launched: Menswear, Kids, Perfumes.
- Senior team: handful of founding profiles → 40+ recruited and mentored.
- Operational model: commercial architecture rebuilt on the logic of the world's top fashion headquarters, applied to Limé's specific market context.
Full account
LIMÉ and VGR conclude three-year strategic advisory mandate (press release, 24 Apr 2026) · The Russian State of Fashion (VGR case study).