Elena Lebedeva received a first diploma in Psychology. During her study she was specializing in psychological aspects of advertising. Later Elena received diploma in Strategic marketing. Starting as a Marketing manager in B2B, later in 2006 she moved to fashion retail business and started work as a head of store concept and standarts department. Fashion brands Elena developed are MODIS – affordable apparel supermarkets, Centro – fashionable shoes and accessories stores, FUNDAY – affordable apparel and accessories for whole family. She implemented in her store concepts some innovations in digital signage field. For example, the most innovative in Russia digital Centro store was opened in 2011 in “GOROD” shopping mall, where were implemented severall innovative ideas from EuroShop 2011. Now Elena is responsible for the O’STIN company’s store formats development, like as O’STIN, O’STIN Kids, O’STIN Discount, FUNDAY.