Suzie TM: We must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that

Manufacturer of exclusive clothing for girls
Suzie TM
City of Khmelnytskyi, Ukraine
15 years’ experience in the market
Exhibitor at BABY EXPO since 2013

From small beginnings come great things. In 2004, a young Ukrainian couple selling children’s products imported from Poland decided to diversify their range and develop some skirt designs. They did it and hit the mark. Just in two years, their designs under Suzie TM were selling like hot cakes.

Today Suzie TM offers stylish exclusive clothing for girls aged 3 to 12 years. It is one of the top kid clothing brands in Ukraine and abroad.

We interviewed the founders of Suzie TM, director general Oleg Gryniov and art director Olga Gryniova.

BABY EXPO: What was the biggest challenge at the start?

Oleg: The biggest challenge was communication. It is number one business challenge in the world. We can learn everything from other people’s mistakes, except for effective communication. It must be experienced first-hand.

BABY EXPO: Cooperation with Suzie includes 24/7 support and expert advice from sales department, user-friendly website with callback option, etc. Do you think such things are compulsory parts of your business?

Oleg: Yes, for sure! But they are not as effective as they could be without motivation. When sales managers are properly motivated, they are not need to be controlled. Our partners are now offered sales support.

For instance, we have adjusted positioning and marketing strategies for a retail store located in the City of Lviv. Due to our expert advice, the store multiplied its orders with us by four in 2018 as compared to 2017.

BABY EXPO: How many designers do you have?

Oleg: Today we have three designers. Earlier my wife Olga was in charge of all design matters, and her designs were right up our alley. Then we decided to broaden her artistic vision by adding some different points of view.

BABY EXPO: You have two daughters who are your fashion models. Do they criticize your designs, make any remarks?

Olga: Our younger daughter Suzanna is like a litmus paper. When she feels even a little tightness, she shows her strong dislike, and the problem must be quickly removed. But I know for sure that she will choose Suzie from among all other brands.

BABY EXPO: How do you monitor quality?

Oleg: We have quality control department that monitors both quality of fabrics and finished products. We also have an incentive program. If a department member detects a sewing mistake, he receives a bonus that is deducted from a bonus due and payable to a production team member who has made such a mistake. It is a fair play. The money are taken from one employee and given to the other. So they both are motivated. The first one is motivated to thoroughly monitor mistakes, and the second one is motivated not to make them.

BABY EXPO: What are you feeling when see your designs in the streets?

Oleg: I want to go on working even harder, moving forward even faster. It is a great pleasure.

BABY EXPO: 20% of your products are exported abroad. What are your destination countries? What features of Suzie TM are the most attractive for foreign customers?

Oleg: We have exported to Latvia where our designs are highly valued. We also have exported to Kazakhstan where Ukraine is viewed as a part of Europe. And all our partners are sure of high quality. While designs and services are negotiated, quality commonly goes without saying.

BABY EXPO: You feedback about BABY EXPO is always optimistic and emotional. What your achievements have been inspired by BABY EXPO?

Oleg: BABY EXPO has motivated us for an insightful analysis. We can understand intuitively that some products are really cool, but it does not necessarily mean large sales volumes. We should first analyze the market and then create the product that will surely be in a great demand.

BABY EXPO: What are your plans?

Oleg: Today we have two key targets, education and service. We should learn and teach our team. We are planning to focus on specialized education, i.e. technology, design, and management.

BABY EXPO: What is your cherished dream about Suzie?

Olga: To make our brand very popular and recognizable one, including abroad.

BABY EXPO: What is the secret of building a successful business today?

Oleg: It is continuous learning. Education is a compulsory part of every business. One more part is a mentor who is a successful businessman himself and who can be asked for advice. Two more parts are your team and openness to new ideas. But they all are just working tools. The most important thing is your dedication and hard work 24/7.

Olga: Do you remember Alice in Wonderland? We must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that. It is exactly like we are living.

Prepared by BABY EXPO team