We analyze each action and draw conclusions.
We always challenge ourselves with questions like, "Why are we doing it this way?", "Can we simplify it?", and "Can we automate this process?"
We understand every step of clothing production and sales and introduce new processes seamlessly without any bureaucracy.
We back up any 'I think so' with numbers. Every year, we spend millions of rubles to refine 1C and to make reports as detailed as possible.
We have an open-door policy — everyone is welcome to approach management with suggestions or questions.
We firmly believe that if you find yourself in a room where everyone agrees with you, then you're in the wrong room.
It's important to us that employees are not afraid of expressing their opinions, debating, and providing reasons — this is the only way to grow.
We respect each other's feelings, avoid devaluing and personal remarks.
We welcome constructive criticism and understand that mistakes could happen. Instead of assigning blame, we identify flaws in our processes and work to eliminate them.
Our communication extends beyond work — we enjoy gathering in the office and discussing everything under the sun.
We easily change our processes to meet market demands.
When offline stores stopped being profitable, we moved online. When baby carriers and babywearing jackets fell out of trend, we expanded from maternity wear to include women's clothing for everyone. When Wildberries raised storage fees, we built our own warehouses.
We launched the I Love Mum brand when our founder was pregnant and realized there were no comfortable maternity clothes available. Since then, our core principle has been "sewing as if for ourselves".
We can identify fabric quality with our eyes closed and choose only what we would want to wear ourselves.
In 2010, I Love Mum became the best maternity clothing brand in Russia.
But we didn't stop there. We launched two more brands and now offer a complete range of clothing for women and men — from underwear to jackets. In 2023, both Jelika and Red Flag also became leading brands, ranking among the top 10 sellers on Wildberries.
Attention to detail — always striving to get to the heart of the matter
Analytics — we believe in numbers rather than in a gut feeling
Diversity of opinions - we debate, discuss, and keep moving forward.
Humanity — we value empathy, partnership, and support
Flexibility — constantly growing and rapidly adapting to the dynamic world
Love for high-quality clothing — we proudly wear what we produce
Thrill of the competition — we love to be the first