Les cahiers de Intima - Milavitsa - (Page 6)

Focus on Milavitsa Milavitsa Today Have you ever been to Minsk? The Belarus capital is only a three hour flight from Paris. From the airport, a large direct highway takes you to the city center passing by never ending forests, now and then interrupted by cultivated land. Wide boulevards, two rivers and large public parks alternate with the biggest neoclassical building area in the world… Nothing to do with excessive, messy, over trafficked Moscow, Minsk is well organized, functional and efficient, just like Milavitsa. The Most Famous Brand in Russia Beside Belarus, Milavitsa is, no doubt, the most famous brand in Russia, which is indeed the company’s first market by far with 65% of its global sales. According to recent market surveys, the brand reaches the highest recognition ratio in the country and even a better score on spontaneous awareness. Surely, the prosperous Russian lingerie market attracts many competing brands, yet there is one only leader in terms of purchase rate: Milavitsa. The same surveys show in fact that the brand has been bought by 31% of the panel – 1.000 women - in the past year, and by 23% at their last purchase: an even more impressive score if compared to Milavitsa’s first competitor plunging down to respectively 8% and 6%! Milavitsa’s ability to meet with Eastern European women’s taste and sizes is certainly the result of a combination of an in-house strong design team and efficient local marketing and retail organization as it will be shown later on. strongly in the equipment and the training of our sourcing partners but we have at the same time integrated key functions such as cutting, quality control and labeling - says Sergei Kusonski, Milavitsa’s Vice Chairman – our network of reliable specialized suppliers provides us with a high degree of flexibility, which is exactly what the market asks for today”. A New Generation of Managers The company is managed by a young and highly experienced management team. With the arrival of Dmitry Ditchkovsky, Sergei Kusonski, Elena Tkachenko and others, a new generation of managers is remodeling the 100 year old company to better structure and reinforce its strengths and get ready to play in the global world. With an average age around 40, all board members have strong p ersonal involvement in the company, some hold international MBA degrees and international management experiences. Experience and specific skills were taken into account in the reorganization process allowing to give new chances to internal people and fully benefit from their knowledge and expertise and give them the chance of upgrading their positions at the same time. Past and present are there to make future possible, as suggested by Milavitsa’s little museum just in front of the main entrance of the company, as if the long and arduous history could show the way to modern challenges. There is a kind of secret and shared pride in belonging to this company, and you can feel it. The Biggest Lingerie Manufacturer in Eastern Europe With its 17 million pieces scheduled production in 2010 - 7,8 million in 2002 - Milavitsa is today the major lingerie manufacturer in Eastern Europe showing a steady growth rate of 15 to 20% per year. To achieve these impressive results the Minsk based company benefits from an in site production plus 13 external units for a total number of 2.160 production employees: “We did invest 4

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Les cahiers de Intima - Milavitsa