INDEFINI, THE DREAM THAT CAME TRUE

03 August 2017

ANNA IZMAILOVA, HEAD OF SALES, INTRODUCES THE COMPANY TO INTIMODA’S READERS.

Tell us about the company’ s story.
In the beginning there was a dream, and the founders were dreaming together! Then we found a brand name, gradually assembled a team of designers, dress makers, and managers. We thought a lot and tried to produce a different range, until we chose lingerie and homewear and realized that this were a great chance stand out from the others and achieve a great success. At that time, the majority of brands were offering simple and comfortable homewear. But we wanted to create not only comfortable, but also fashionable items, because today people want to wear interesting clothes and be fashionable. In this way our home fashion began. And with each new collection, our models were becoming more interesting and fashionable. The dream was embodied in a real business: Indefini has been available in the Russian market for 16 years! Not so old but nonetheless an important age for us! During these years we were able to accumulate knowledge, establish cooperation with large clients and win the trust and love of the consumers.
What makes your brand interesting for the Russian market? First of all, good underwear should be as comfortable as possible and health positive. Our products are environmentally friendly. We strictly control that the quality of the fabric to ensure that it is of the highest level – we always use natural cotton or bamboo, and no more than 5-7% of elastane, so that the items are more durable in regards to washing. At the same time, our products are fashionable, interesting and last but not least, affordable. We stimulate sales with constant new additions. Every week, we add something new to our website. In a month we add 8-9 pajamas, 2-3 lingerie sets, 7-8 men’s boxers and about 30 women’s panties. All of them are offered in new styles, constantly changing and making customers happy.
Who is your target audience?
We create homewear and underwear for the both men and women. Are clients are very different. But first of all, they are young, cheerful people with an active lifestyle.

In which segments can we find your products and are you going to expand the range?
Today we have women’s homewear, lingerie, a line of sexy nightwear, cotton underwear for men and women and sports loungewear. This is a recent product group, but our customers already love it. In fall 2017, we will have even more men’s homewear. We introduced this range last FW, and it was sold very well, we had to order another batch at the factory, and it was also sold in a couple of days. We have big plans! In the near future we will launch swimwear and later underwear and homewear for children, sets for the whole family, as well as home accessories. In the upcoming season there will be cotton underwear for couples in matching colors.
What is the price policy of your company?
Underwear should have a high quality, but this forces the price to grow. We believe that this is wrong. With each new collection we improve the quality of the products, but at the same time we maintain our average price position. We understand that now, for the customer, value for money is important. We do everything to ensure that wholesale and retailers are satisfied. What distribution channels do the company use to promote in the Russian market: multibrand-, monobrand-, online stores?
We work in all these directions. It is important that the customers have a convenient way to purchase our products. Now the web has a great importance. It is fashionable, convenient and fast. But physical stores are also important, so that people can try on and feel the quality. We have our own online store, and this is a kind of permanent exhibition. It works in two directions: for wholesale and retail. On the site the partners can instantly see the assortment, current prices and the customer’s comments about the products, learn about promotions and buy new items in a short time. Now you do not need to fly from the other end of the country to buy the goods. It is enough to go to the site www.indefini.com, choose your favorite items and place the order. Twice a year we take part in the large lingerie trade shows.

How many clients do you have today?
We have clients in almost all of Russia’s regions. These are big partners who have their wholesale warehouses of our products, as well as customers with retail stores, online shops, and instagram platforms. Another magazine conducted a survey, and our brand was one of Russia’s top ten widely sold brands for lingerie, homewear and erotic lingerie. We’re very pleased and we’re ready to become even better.
What are the peculiarities of the Russian market and what is the best way for business development in Russia today?
Now there is the following situation in Russia: if the goods are transported from Europe and the quality is good, the price is high. There are low price proposals, but the quality suffers. There are also domestic manufactures that offer an affordable price, but again the quality is not very high. In Russia, the economic situation is improving; new shopping centers and online stores are opening. They need good products and specialists who can help. We have more than fifteen years of experience, an excellent product and a team of professionals.
What are your company’s goals today? We always try something new, step by step we achieve new goals and we are not going to stop. We plan to continue to grow and in the retail sector, to support our wholesale partners. We plan to develop retail direction, as well as open Indefini Home - stylish home accessories, and so gradually enter into the world market. This is our global goal!