KIDX Journal: What is the most successful part of your business? Alina Sakhterova: The design and teamwork are definitely the key elements to our success.

Luna Journal: What is the most successful part of your business?

Alina Sakhterova: The design and teamwork are definitely the key elements to our success. Sales and business development in multiple markets takes time, but we are getting there. For an independent luxury brand, it is a very challenging learning curve!

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Luna Journal: Where are your biggest markets?

Alina Sakhterova: At the moment, most customers are from the Middle East, Russia, the Baltic countries and the UK. We are hoping to enter the US market next year. For our online business, we have customers from all over the world: France, Norway, Monaco. It’s a great feeling to know that people are discovering our clothes in so many different countries.

Luna Journal: What are your future plans for development?

Alina Sakhterova: After having a successful pop-up store in London this summer, we would like to have a permanent boutique in London; we are also planning to open another Lazy Francis boutique in Latvia. We are launching a boyswear collection as well as footwear for AW15, and are looking into collaborating with other talented designers to create varied and unique looks that embrace our style.

www.lazyfrancis.com