HEAD TO HEAD WITH LUKA JUŽNA, CFA, THE LISCA COMPANY

Underlines talks with Luka Južna, CFA, CEO of The Lisca Company which is making its debut into the UK market this Spring. The brand will be showing at Wonderland London and the INDX National Intimate Apparel Show. It is a year of expansion and celebration as the company celebrates its 70th anniversary.

What inspired the decision to enter this specific market, and what unique opportunities does it present for your brand?

Obviously, the UK remains one of the most developed and richest markets in Europe. With a population of over 68 million (34.5 million of that women), we believe it is an enormous untapped opportunity for our brand. The question for a brand with a rich history, compelling products and established international reputation was not so much “Can we afford to enter the UK market”, rather “Can we afford NOT to be there?”. We believe that the UK market deserves such a great brand – and also the opposite – that such a brand deserves a prominent position on such a market.

What are your most important future goals for Lisca and how does the UK market align with the company’s overall strategy?

Goal setting is highly dependent on the capacities the company currently possesses and the ability and willingness it can acquire additionally over the goal setting period. Based on realisation of our latest investment cycle and strong financial stability with negative net debt, our target is growth. We are very aware that many necessary consecutive steps need to be taken, and that there is no shortcut to success. We think globally but act locally. There is only one LISCA after all and we aim our brand positioning very unilaterally across all markets. We are already active on 40 markets and operate a 100 store mono-brand retail chain in the Balkans. Our market penetration differs across markets, so it requires certain tailoring of our approach based on our current market position and market specifics. We pool information from all markets and seek synergies from the accumulated know-how. We know UK is a developed market, so it will require dedication and patience in building strong partnerships.

We think globally but act locally. There is only one LISCA after all!

What differentiates your brand from competitors already established in this market?

Lisca products combine contemporary style with great comfort and an amazing fit. On the commercial side, the products are marked by a great balance between the quality and price.The seasonal collections are built on a very strong foundation of the essential line, while the wide product range includes lingerie, swimwear and sleepwear. This all makes for a compelling proposition for retailers and e-tailers across the market.

What strengths make the Lisca brand particularly interesting for retailers?

I am certain that our existing partners in other markets already recognise multiple up-sides, which we expect will be the case in the UK as well. Two of the aspects are especially crucial for a long-term business relationship; we offer attractive margins and provide reliable and timely supply of products. We consistently maintain a stock of half a million NOS (Never Out of Stock) items, which are available long-term and can be delivered anywhere in Europe within 2 to 4 days.

Lisca Fashion, Lisca Selection, Lisca Cheek and Lisca Essentials – different product lines in different segments. In which segment do you see the greatest potential for the future?

Our products cater to a wide range of women, from those who value fitting and comfort to those who seek fashionable or special opportunity items, as well as those who desire both together. European design and quality materials are embedded in all our products. Feminine and elegant, Lisca Fashion line features products with the best fit, especially for larger sizes. Fashion line inspires the Lisca Essentials segment, our NOS offering. This is our core segment, and it stands as the cornerstone of our growth. Lisca Selection is our premium, wow effect, product line. The finishing touch to our offering for women is the Lisca Cheek line, which is colourful, playful and introduces new, exciting trendy looks every season.

What marketing strategies will you use to build brand awareness and loyalty in this market?

Our first priority will be building and nurturing strong relationships along the value chain, from our agents to the retailers, with the goal of maximising presence on the market in the shortest possible time frame. Having consistent support in industry media and attending the key events is a given throughout this process. We are confident that our products speak for themselves, which is supported by our extremely loyal customer base on the markets where we are already present – so getting the product out there to key retail players so customers can experience Lisca for themselves is crucial. Building brand awareness in such a developed and saturated market is a long-term game; regardless of the investment, it takes time for the message to get through.

You have taken over the management of your family business – was it always clear to you that you would take over the company?

I gained my educational foundation in Business and Economics at WU Vienna, with a major in Finance and Asset Management. During my first full time job as Risk Manager at Unicredit Bank Austria I gained first hand expertise in financial modelling and having seen the real cause – effect consequences based upon variable change, I have learned an important lesson – actively take on risks you can control and understand, minimise the risks you do or cannot – as after the experience in Vienna I decided to go forward and join the family business. Mutual trust and long-term commitment are key drivers of our success, and therefore an especially important factor in investment decision-making. In the case of LISCA, despite troubles due to the pandemic, more than 10 million EUROs were approved for investment in the core infrastructure of the company, aimed to facilitate higher efficiency of our intra-logistics, digital transformation and effective work environment. Being on the analytical and supportive side of these decisions, I have decided to actively take on this risk.

Lisca celebrates its 70th anniversary in 2025 – are there any special actions, events or celebrations for this occasion?

We will be celebrating with our partners all year long, as it is in line with our tradition and culture. All are kindly invited to join our celebration. We opened our anniversary year with the Salon de la Lingerie trade fair in Paris and the anniversary will be marked at all subsequent trade fairs. For the first time, we will also be presenting at the Wonderland trade fair in London and the INDX National Intimate Apparel Show. Throughout the year, several image-focused fashion shows with our partners in various countries will follow. Towards the end of the year, we plan to conclude our celebration with a very special event, which is under wraps for now!