Aleksandar Šekuljica is the co-founder of one of the most popular Croatian high fashion brands – ELFS.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, Šekuljica talks about what kind of fashionistas hang around at their place and why and how the webshop makes a quarter of their profit! ELFS has boutiques in Zagreb, Mostar, Split, and Frankfurt, employs 15 people, works with Croatian factories, and sells their clothes and accessories in about 200 specialized shops. They are adored by trendsetters and that is where their power lies – ELFS became recognizable under the synonym “No.1 Fashion brand with LOVE!” and their LOVE ELFS logo quickly became a status symbol!
Šekuljica, however, sees it differently – he considers his business small but authentic. Despite having been featured in a Netflix show! Like Aleksandar likes to say, It takes 10 years to achieve success overnight, and that is exactly what happens to them. Aleksandar and his business partner Ivan Tandarić managed to do something nearly impossible during the recession: They founded the brand alongside their studies and exhibited their collections at major independent fashion shows.
In recent years, their designs have stood out at the forefront of Croatian fashion, recognizable by their commercial approach to design and their understanding of fashion as entertainment. Therefore, Šekuljica shared with Nominis how ELFS built its brand and what completely differentiates them from its competitors.
You can check the video recording of Nominis 012 on the official YouTube channel of eCommerce Croatia.