Leonisa is a privately owned firm, and it was based in Medellín (Colombia) in 1956. Inform us extra about this wonderful success story and its main developments throughout the Americas?
Completely. Leonisa has been family-owned since its inception in 1956, when it started as a small store that offered varied gadgets, together with imported bras. This enterprise was so profitable that our founders went on to design and create the primary bra produced in all of Colombia. Since then, now we have grown to be a globally famend firm, and our growth throughout the Americas into the USA has confirmed particularly profitable.
You might be within the girls’s intimate attire market (bras, swimwear, activewear). Inform us concerning the rising pattern for shapewear?
The shapewear market expands yearly as its reputation grows exponentially, particularly amongst girls. Excessive-waisted leggings, panties, and shorts are particularly rising in reputation. Shorts particularly are gaining traction as a result of they’re versatile and so they have the additional advantage of stopping chafing underneath clothes and skirts.
Leonisa is completely different from different manufacturers available in the market for it produces 90 per cent of the uncooked supplies it makes use of (the material, the lace, the elastic, and many others.) That is fairly exceptional. How has this been achieved?
Sure, we produce 90 per cent of our uncooked supplies and 100 per cent of our personal clothes! Creating our merchandise in-house, within the Americas, permits us the next degree of high quality management and nearshore manufacturing agility. As for the way we’re capable of obtain this, it’s all because of the skills of our staff who work daily in our a number of factories throughout the Americas, and in addition the cutting-edge equipment and sustainable practices that we use.
When did you begin venturing to the US? How do you clarify the expansion of Leonisa on this particular market?
Leonisa first expanded into the US in 2008. I used to be truly capable of play an enormous half on this transition and studying curve, main the US division because the CEO for Leonisa North America and Rising Markets.
How do you adapt to the varied feminine customers you might be concentrating on? How a lot R&D and advertising and marketing goes into understanding every market’s shopper habits and patterns?
At first, we all the time put the patron on the centre of all we do. We’re always striving to raised perceive their behaviour, context, wants, favorite merchandise, and the advantages they’re in search of. We additionally take heed to our staff, social media, evaluations, and suggestions that is available in from another sources. Along with this, now we have many companions who give us precious data from the retailers’ perspective. By gathering data from all these sources, we’re capable of constantly innovate and create new merchandise.
Apart the US, that are your subsequent key markets for growth?
For fairly a while, I’ve been working to increase into the Asian market, constructing relationships with prospects and wholesalers throughout the continent. We participated in China’s Trend Week 2021 as the primary Latin American model to ever take part on this necessary occasion. Our merchandise are actually offered on-line in T-Mall, JD.com and a Leonisa retailer in high-end mall inside a outstanding retail space in Shanghai.
That being mentioned, the US remains to be our most important focus as a result of it’s an enormous market and there’s a lot room to increase. We sit up for seeing what we will obtain throughout the ever-changing US market and which methods we will innovate with a purpose to higher serve our present prospects in addition to entice new ones.
Within the face of Covid-19, what are the business’s alternatives and challenges?
The world has modified because of Covid-19, and so has the market. Extra persons are working from dwelling than ever earlier than, which has been an important alternative for our business as a result of everybody has been including extra leggings, activewear, comfortable bras, and underwear to their wardrobes. On the events when folks do exit, they wish to feel and look nice, in order that’s an enormous alternative for shapewear.
Our problem has been to proceed innovating merchandise that fulfill our prospects’ wants. We would like them to think about us as their go-to model for these classes.
What’s your idea of the best expertise for an internet buyer?
Our perfect expertise can be simple, Intuitive, sensible, and relatable. We would like the purchasers to see themselves represented and to establish with the model. We all the time attempt to supply detailed data to assist prospects make higher selections, which displays the high-tech merchandise we provide.
What’s subsequent for Leonisa within the close to future? The place do you see the model in 5 years?
We plan to extend our digital enterprise by at the very least 5 occasions over the subsequent 5 years. We even have plans to re-launch our Leo menswear line and to make it a number one model within the males’s underwear business.
On the social accountability facet, how lively is Leonisa in breast most cancers consciousness?
Leonisa’s social accountability is constructed into the threads of what we do and the gadgets we create. On prime of that, Leonisa has all the time centred on girls. We have now breast most cancers initiatives all yr lengthy, together with elevating consciousness and inspiring our prospects to do their self-exams. We have now additionally labored carefully with breast most cancers survivors to design merchandise with particular options that swimsuit the wants of ladies who’ve had mastectomies.
Your key initiatives for the success of the enterprise? Best accomplishment?
My key initiatives for fulfillment have been to develop the very best merchandise and create them utilizing the highest-quality supplies. I feel it’s extremely necessary to really perceive our prospects and create merchandise they may love. I’m all the time researching new developments and cloth applied sciences that may be of profit to our prospects.
My best accomplishment has been to introduce and promote Leonisa in among the largest retailers on this planet. The chance to collaborate with profitable retailers worldwide has been important to our success in changing into a globally acknowledged model.
Should you have been to call one mentor who has impressed you alongside your life, who would that be?
Undoubtedly my grandfather, founding father of this firm and a tremendous entrepreneur. He mentored me since I used to be a bit of child till his passing in 2009.
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