#BRExclusive. On your Xmas List: Romanian brand InLin

For this Christmas, Business Review has started a list of Romanian entrepreneurs and businesses offering Christmas packages and gifts. For those interested in home deco products with a huge sustainability focus, Business Review talked with Andrada Crânguș – InLin creative & owner, a local brand specialising in linen.

We design and craft our beauties for bodies & homes in small ateliers based in Bucharest, to be spread all over the world. We do clothing for women, linen for dining, bathing & living spaces.

How do you describe your work to someone who doesn’t know anything about your offers?

INLIN is the place for linen lovers. Is the place where natural is beautiful, where imperfection brings uniqueness, where linen can be comfy and yet stylish.

We`ve got into linen because we think flax is the most amazing fiber: stiff, crispy, rough, and still delicate and soft to the skin – like a perfectly balanced combination. Linen is very friendly to nature, sustainable, durable, biodegradable, hypoallergenic, and easy to care for.

We design and craft our beauties for bodies & homes in small ateliers based in Bucharest, to be spread all over the world. We do clothing for women, linen for dining, bathing & living spaces.

We love timeless design for clothing and twist it our way, we adore dining spaces and style them up with beautiful linen, we treasure the past and make it wearable. We prefer quality over quantity, natural fibers over regenerated and synthetic fibers, style over fashion. We believe that minimalism is great, and sometimes even more so with a vibrant touch.

Why choose a tailor-made present (or curated selection) for Christmas? Why yours?

To choose a local product/brand means that you show respect to all the people involved in the process (especially in the production), who get appreciation and the right value (money) for their work as well as to have access to a small/limited series of goods/items and sometimes even to the creative process (when you have special wishes for your item and they are turned into a special product). Furthermore, your buying process is rather an experience than an ordinary purchasing gesture and you can build a relationship with the brand, which usually means one or two people, happy to have direct contact with their customers.

To choose INLIN means to care about nature as much as we do, as flax is a really nature-friendly fiber. To produce one linen shirt, for example, 6,5 liters of water are needed, compared to 2.700 liters of water needed to produce a cotton shirt. This means to choose timeless items with a constant value over the years and generations and also to have access to one of the nicest upcycling projects, called inHERITAGE: we give old, well-preserved macrame, handmade by our mothers and grandmothers to a new life, by integrating them in unique linen pieces (tops, tablecloths, table runners).

To choose INLIN means to care about nature as much as we do, as flax is a really nature-friendly fiber. To produce one linen shirt, for example, 6,5 liters of water are needed, compared to 2.700 liters of water needed to produce a cotton shirt.

InLin

How did you prepare for this festive period? Do you expect increased sales?

We started to think about Christmas already during the summer. Our new Christmas embroidery for table runners and napkins was designed at the end of August and the new collection has been produced at the end of September – beginning of October. We were probably among the first ones on the market to promote Christmas, which started already in early November.

We like to believe that our linen for Christmas comes in a package together with a huge inspiration for the customers, about how to style up the table for the festive period, based on trends like minimalism, local brands, circular fashion, respect for nature.

What we prepared for this festive period:

linen for dining: monochrome tablecloths and napkins + embroidered napkins & table runners
7 inspiring festive table set-ups – created together with our florist partner Atelier Foliage, set-ups that integrate other local brands (for ceramics, candles)
a table styling service targeting the persons who need more than inspiration in setting up a Christmas table + companies

Yes, increased sales are expected, but not spectacular increases. +10% compared to last winter season. Winter for us is not yet the best season, as 70% of our business is based on linen clothes – spring+summer seasons.

InLin

What’s the most important lesson you have learned by creating your product?

I learned that in business, every day is a learning opportunity and we can learn from everybody around us: business partners, customers, competition, friends, coaches. All we need is a good filter to keep what is really important and to apply it at the right time.

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