Lelija UAB is the largest and most modern sewing company in Lithuania. This stable and solid company belongs to the Lithuanian Association of Light Industry; its name is well known not only in the country but also abroad. The Company is capable of sewing different clothes for men and women, the making of which requires especially complicated technological operations. Well-timed investments that are worth millions, as well as implementation of modern technologies, made in Japan, the USA, Germany and other countries of Western Europe, raised more possibilities for the Company to maintain the leading position in the country and to stoically face the competition that has become especially intense in the world market.
Let us try to see what actually determines the Company’s successful activity, in what Lelija UAB production whose largest part is sold abroad is attractive to the market, why such famous sewing and trading companies as DressMaster GmbH, JC/Brothers/Sisters, HUGO BOSS AG and others willingly co-operate with this Company and why clothes made by it are marketable in the developed European countries at the time when cheap supply of sewing industry of third countries have an enormous impact on the trading structures.
One of the first answers should be as follows – the quality that satisfies high requirements of the standards of Western Europe, as well as keeping abreast with the world fashion, timely realization of its trends in mass production. Furthermore, the assortment of articles of clothing made by Lelija UAB is large: coats, raincoats, suits, anoraks, uniforms, jackets, dresses, vests, skirts, trousers, shirts, blouses, ties, etc. Nonetheless, it should be noted that men’s clothes constitutes, the largest part of the assortment. This is the Company’s main production, which ensures the regained positions in the market; these are the products that have made the Company famous for a long time and in which the Company takes pride.

From designing to sewing

At first patterns are designed and sewn in the experimental workshop of the Company. Great attention is devoted to their designing. A group of professional designers and constructors do this kind of work. About 300 new fashions are created during a year. A part of them is selected for fashion collections of the forthcoming spring–summer and autumn – winter seasons and later they are adapted for mass production. Long experience, constant participation in international worldwide fashion shows and fairs (for example, in Düsseldorf CPD, Moscow CPM), as well as presentations of collections, inspire designers to realize the designs reflecting both common fashion trends and the designers’ original ideas.
The Company does its best to create the most favourable conditions and possibilities for the designers. The Company does not only buy Lithuanian fabrics of the highest quality but also those made in France, Italy, Germany, Portugal, Turkey, as well as it supplies the most modern sewing accessories. (The largest part thereof is imported raw material). A wide variety of fabrics enable the designers to make a creative use of fashionable colours and textures according to the novelties of each season, to match sets of men and women’s clothes in a stylish way. In this way it is still during the experimental stage of making clothes that precondition is created for the patterns created for mass production to become marketable. By the way, they are selected and approved after a special decision by the competent council has been taken and relative tests have been made.

Successful strategy and experience ensure stability

Further the employees of mass production take responsibility for the manufacture of fashions. They organise work either according to the Programme of “the end, finished product” – Cut, Make and Trim (CMT) or according to the programme “Cut and Make” (CM). The important thing is that specialists, who have long and wide experience and perfectly understand the nuances of sewing technologies, as well as operation of modern equipment, work in this chain of production.
Genë Zaveckienë, Director General of Lelija UAB who heads the large Company for several decades says that the greatest part of sewing specialists is a real asset to the Company. According to her, “it is very important that a team of industrious and reliable people that always fulfils the responsibilities assumed should work for the Company”. The employees that are valued highly by the Company work closely together, they understand the importance of strategic solutions adopted by the Director General Genë Zaveckienë, which are in line with the new changes dictated by the market. They value rhythmical work organisation of the Company and the demanding order prevailing therein. And this means that orders in the Company will be fulfilled timely and in a qualitative way, that one can expect continuous work and stability.

What is the buyer attracted by?

A large part of articles of clothing made by the Company are intended for leisure or to be worn on special occasions. Both the youth that likes original style and people who prefer ordinary clothes wear them. One can say that clothes bearing Lelija trademark suit every customer and any occasion.
However, the main part of production should be identified as modern clothes of classical style intended for modern energetic people – those who like to look elegant and stylish at work everyday, on a business trip or at banquets, who want to feel comfortable, to know that nicely fitting clothes are also practical to wear and easy to take care of. This is a group of business class clothes for business people.
Moreover, the Company timely reacted to an increasing pollution of the environment encouraging it to supply the market with more clothes made of such purely organic fabrics as linen. Today the Company can take pride in good results achieved in this sphere – its modern linen articles of clothing have become a really marketable commodity.
One can say with confidence that in their quality and style all clothes made by Lelija UAB equal to the designs created by the world-famous companies. It is not difficult to persuade the buyers of that because the clothes are sewn from natural crushproof or almost uncrushable mainly organic fabrics, are functional, keep their form well, and are light, warm in winter and cool in summer.

A visit to Lelija UAB shops

It is not only citizens of Lithuania who come to the shops belonging to the trading network Lelija UAB to buy clothes. Foreigners also take interest in their wide assortment. Both local customers and guests of the country return to Lelija UAB shops again and again because they can easily and quickly form their wardrobe from the excellently matching clothes in a single place and also find all matching accessories there. Besides, those who wish to irreproachably combine sets of clothes for different purposes or who have doubts in a specific choice, will always have a useful consultation on the latest fashion trends, as well as receive a piece of valuable practical advice. This is really convenient in our hectic life. Satisfying all possible requirements for clothing, an attractive ratio of the price to quality, irreproachable ser-
vice, beautiful interiors encourage buyers to become regular customers of  Lelija UAB.
Lelija UAB shops are going to offer clothes of a new collection to those who are getting ready for the approaching autumn-winter season. For example, clothes of fashionable narrowing silhouette, snug jackets with two-button fastening that is in vogue this year, raincoats with more attached details, ties that are somewhat narrower than before for men. A larger amount of more practical fabrics of darker colours and somewhat changed streakiness emphasising the style of mature classic, which make the impression of luxury, as well as more elaborate inside finishing, will be used to make clothes. Women will also be offered clothes made of fabrics of mixed fibre of practical range of grey colours whose appearance is improved by the threads of silk or lama wool rendering them originality. Buyers of the new fashions would really be pleased with the expression of their universality and practicality.
On the other hand, Lelija UAB can offer the customers who wish to smarten themselves up with custom-made pieces of clothes services of designing and sewing provided by the experimental section situated in Vilnius where all customers receive special attention: designers hold consultations, help choose fabrics, create original designs at the customer’s request, and professional sewing masters turn them into reality.
Having become closely acquainted with Lelija UAB, it becomes clear that it is not in vein that this Company has earned awards at international exhibitions and fairs, and its production safely presents the best possibilities of Lithuania’s sewing industry. Clothes made by Lelija UAB justly deserve to be labelled with the Made in Lithuania mark because it is the products that make Lithuania famous and fully justify it as concerns quality. At the same time it is worth noting that today customers of developed countries who consistently follow fashion and value quality do not avoid wearing clothes made by Lelija UAB. Wearing them they feel better than wearing the clothes that have been made in some unknown Eastern country.