Gershman M. Irina (general director)

Irina, congratulations to the inauguration of your new showroom! 
I: Thank you. It focuses our new direction of HOME FURNITURE. We prepared for a long time for this, and now we are happy to help our citizens to create their home interiors!
 
At the moment, LENDIS has developed several directions. Which of them is the key? 
I: The structure is of three directions: home furniture, office furniture, chairs and stools. We are well known as a supplier of office furniture for 17 years, and we continue to work in this direction at full strength. But now we also actively work with home furniture, and it develops very quickly. We have already completed several large projects. Our customers were left satisfied and recommend us to their friends. That means – we did the right step. 

But we are not limited with only supply of furniture, we look forward to providing customers a full range of services. That’s why a few years ago we began to cooperate with the large architectural company, which is developing options for design offices and home interiors. This partnership enables us to create the offices and homes completely. I am extremely pleased that our customers trust us and order everything from us: from pens to office partitions, from chandeliers to the bedrooms. 

But that's been made over 17 years of work. But what situation was at the beginning of business? 
I: We started in 1992. We were the first company in region, started selling high-quality imported products for offices. In Moscow, then, by the way, too, was quite a bit of suppliers. We still consider our first partners as our close friends, but, to my great regret, the time for personal meetings is often lacking. But nevertheless I am very grateful, because our company grew on the basis of these firms. 

It seems that you have already started with a fairly high price products? 
I: You know, in 1992 the choice was not so large as it is today. In fact, there were no Russian or Chinese products in the market (they appeared later, approximately in 1994). That’s why clients were interested in all products we delivered to Krasnoyarsk. We also had seen most of them first time. It was always discovery for us. 

The clients afraid of your high prices, were they? 
I: Company LENDIS was always located in the city center, and basically we were always visited by people with money. Yes, from the beginning we presented ourselves as a supplier of high level products. Of course, people know our prices, but it is the prestige and quality goods, it is our image. Even after crisis in 1998, we didn’t change that principle and continued, first of all, looking to the quality of the product. I respect my clients, and refer to them as our good friends, and therefore I don’t want to offer them low-quality products. To my opinion, it is a matter of prestige. Therefore, if our clients, for example, brake a chair - we always ready, regardless of the warranty period, to change it even after three years. This is my understanding of selling, the attitude of the people. LENDIS f xcxccurniture must be high quality, functional and beautiful. In addition, it must be adequately presented. That is why we have very beautiful showrooms. All these years I work with principles: «In order to have something, you need something to invest». I always wanted that people coming into our showrooms, fell happy, comfort and care. Moreover, the staff must feel the same – then their attention to customers and affectivity will be higher. Maybe people could call my business as “domestic”, but I like it. That's exactly what I wanted to have, creating a company. We can meet anyone coming into our showroom, invite to have a seat, drink a coffee and talk - even regardless of his plans, even though we always have a lot of work. I am sure, that we occupy our leader niche regarding our relationships with the clients, and perhaps that’s why LENDIS is different from most companies working in Krasnoyarsk market. 

What is the production of the LENDIS furniture? 
I: Basically, we work with Italian manufacturers of home and office furniture, but also cooperate with some Russian factories - for the budget and urgent orders. The range is very large. Depending on customer’s requirements, we usually prepare several suggestions with different price ranges. 

How many people work in LENDIS? 
I: We have a small team - about 35 people. And to be fair, I wouldn’t want the company grow larger. I would like to stay at the level of showrooms. Perhaps, this is my “Business of women”. I even admit that its not very progressive way of business and we lose some yield. But I come to my office as to some event, every day, during all these 17 years. 

Do employees share your opinion? How do you train the managers? 
I: We train managers to meet the clients as the guests, who must want to come back. We service the orders as if we were the customers ourselves. With demanding clients we work more clearly – to satisfy all his needs. And by working with suppliers, I keep the same demands - honesty, clarity, professionalism and humanity. I don’t like, let's say, fully mechanized, soulless business. My life experience shows – not work with the company, but work with people. If you understand the supplier, if he understands your responsibility to the customer - we will cooperate. And in this case, as we say, we do a mutually beneficial business. 

I had to talk with the heads of many companies, but I have never heard of such a vision and approach to business. Perhaps because most of the heads – are men ... 
I: Maybe. Or, simply, I am – the woman. I have always been required from the work of moral satisfaction and pleasure. I realize – I can’t sell all the furniture for everybody – “impossible to earn all money”. Sometimes people ask: «How do you compete with your competitors?» No, I don’t call them “competitors”. There are the companies who make the same business. Business, of course, is a very hazard thing. I’m hazard with tenders – to participate, to win, to show my talents for keeping the client. I try to teach my managers to feel the same. Is this competition or not? Anyway, we have a civilized, clever competition. This is so pleased! This is a progression of life and the momentum of business development. 

Don’t you looking to do your own production? 
I: No, I believe that production - is the case of men. 

Irina, I know that you have three children. Probably, you have very little time to communicate with them? 
I: You know, I begin to understand that life - is not only the work. I live trying not to regret, trying to “catch” the moment. I really work a lot. But raising children and communication with them – is my holy main work! Children must grow up with understanding the meaning of «family». And in my understanding of the meaning of life - this is my children. But, fortunately, regarding my nature – work and family are not enough for me. I must always do something else and always new. My hobbies are water skiing and diving. I almost finish the grade of Interior Designer in the Moscow Institute of Fashion Industry. Its very interesting for me at the moment. Additionally, I began to paint, and even opened a painting-school. Now, in the evenings LENDIS opens its doors of «School of the Arts». Here, after a working day, our clients can relax in warm atmosphere with a cup of tea and painting work, under the leadership of the famous Krasnoyarsk artist Mikhail Balyshev. I also invited my friends and partners, and they invited many new and interesting people there. New meetings, new people, new life. 
You know, I believe TOMORROW will be better and more interesting. Draft of your life could be changed in any moment!