Interview with Anna Skliankina, founder of 'Lanett' and the 'Effetto' brand
Journalist: Anna, you lead one of the largest companies for the distribution of underwear and homewear in Ukraine. How did your career start and what inspired you to create the 'Lanett' company?
Anna Skliankina: Thank you for the invitation! My career began over 25 years ago, when I realized that I wanted to help women feel more confident and comfortable in their underwear. The idea of creating 'Lanett' was born from a desire to provide Ukrainian women with access to quality, beautiful and properly fitting lingerie. Our first major step was the opening of the Lingerie Forum, which became the first event of its kind in Ukraine. We also introduced a new cash-and-carry lingerie market format, which made the products of our partners more accessible to consumers.
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Journalist: What were the main challenges you faced during the pandemic and in the context of the war in Ukraine?
Anna Skliankina: The COVID-19 pandemic was a huge challenge for all industries, and ours was no exception. We quickly adapted to the new circumstances, moved many processes online, launched remote consultations for bra fitting, and increased our presence on social media. However, the war in Ukraine brought about new, significantly more complex challenges. The warehouses and stores of our clients were partially destroyed, logistical chains were disrupted, and many employees had to evacuate. However, we are not stopping – we are now more focused on supporting our team and clients, as well as restoring operations. Adapting to the new difficult conditions, we quickly relocated our warehouses to Uzhhorod and opened branches in Warsaw and the USA.
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Journalist: How do you see the development of the underwear market in Ukraine after these challenging times?
Anna Skliankina: Despite all the challenges, I believe in the recovery and development of the market. Ukrainian women deserve quality and beautiful lingerie, and we are doing everything possible to provide it for them. We continue to work on new collections, implement modern technologies, such as 3D scanning for precise size determination, and support our clients through online consultations. It is important for women to understand how to choose the right lingerie, and we are ready to help them with that.
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Journalist: You mentioned bra fitting as an important part of your business. Tell us why it is so important?
Anna Skliankina: A properly fitted bra is not only a matter of comfort but also health. According to statistics, 80% of women wear bras in the wrong size, which can cause back and neck pain, migraines, breathing restrictions, posture deterioration, and other problems. Our bra fitting specialists help women choose the perfect bra, considering individual body features and breast shapes. This ensures not only comfort but also supports health.
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Journalist: How has consumer attitude towards your products changed during the war?
Anna Skliankina: During the war, we saw how important our clients' support is. Many women reached out to us for help, and we tried to provide them with maximum support by organizing charity campaigns and offering discounts. We are also actively working to make our products more accessible even under difficult conditions. Consumers have come to value the quality and comfort that we offer even more. Since the start of the war, we have also opened collections from our suppliers across Europe and donated the collected funds to support the army. In addition, we allocated a significant portion of thermal underwear from our warehouse for the Armed Forces of Ukraine.
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Journalist: You recently entered the European and American markets. Tell us about this experience and your successes in the international arena.
Anna Skliankina: Entering the European and American markets was a big step for our company. We began to participate in international exhibitions, such as the Salon International de la Lingerie in Paris, Curve in Los Angeles, and Curve New York. This allowed us to present the 'Effetto' brand products to a wide audience and attract new partners. We received our first orders from Canada and many states in the USA, including Montana, California, Texas, New York, and even Alaska.
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Journalist: How do you assess the potential of your brand in the international market?
Anna Skliankina: The potential of our brand in the international market is very high. We offer a unique combination of quality, comfort, and innovation at an accessible price that is valued by consumers worldwide. Moreover, we continually enhance our products by using modern technologies and materials. This allows us to compete with leading global brands and capture new markets.
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Journalist: What advice would you give to women looking for the perfect bra?
Anna Skliankina: First of all, do not hesitate to reach out to professionals. Bra fitting consultations can significantly ease the choice and ensure proper support. Second, regularly check your measurements, especially after significant weight changes or physiological shifts. Third, pay attention to the materials – choose breathable and hypoallergenic fabrics. And finally, do not skimp on quality. A quality bra may cost more, but it will provide you with comfort and health.
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Journalist: How do you see the future of the Effetto brand?
Anna Skliankina: I see a great future for the Effetto brand. We plan to continue expanding our product range, implementing new technologies, and broadening our presence in international markets. We also want to continue our educational work, helping women better understand the importance of choosing the right underwear and taking care of their health.
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Journalist: Thank you for an interesting conversation, Anna. Good luck to you and your team in overcoming all challenges!
Anna Skliankina: Thank you! We continue to work for our clients and believe in a bright future for Ukraine and our business.
