Forbes Woman Elizaveta Kutis July 7, 2014

From Medicine to Fashion: How Elizaveta Kutis Built a Thriving Uniform Empire

Niche businesses often fly under the radar, but the opportunities can be game-changing for those who venture into them. Elizaveta Kutis, a former doctor and now the CEO of 4doctors and Beverly Hills Uniform, discovered this firsthand. By tapping into the world of American-style uniforms—starting with medical apparel and later expanding into school uniforms—she built a thriving business that marries style and function.

A Career in Medicine, by Default

For Elizaveta, a medical career wasn’t a personal calling but a family expectation. Her mother, an obstetrician-gynecologist, strongly encouraged her to follow in her footsteps. As a teenager, after reading Sidney Sheldon's novel Airport, Elizaveta was inspired to manage big businesses and become an entrepreneur. But to her parents, medicine was a more reliable and prestigious choice.

Reluctantly, she enrolled in RUDN University’s medical program in Russia, completing six grueling years of study. Afterward, she pursued her residency at Botkin Hospital, where the monotony of white lab coats only deepened her sense of dissatisfaction.

Adding to her frustration, Elizaveta was pregnant during her residency, and no lab coat would fit her growing belly. Forced to leave her coat unbuttoned, she felt out of place and self-conscious.

Yet, amidst the dreary sea of white, she occasionally spotted stylish, colorful uniforms—clothes that could be described as fashionable and functional. These eye-catching outfits, ordered by some doctors through American paper magazines, or brought back by traveling friends, sparked an idea. Why couldn’t Russian healthcare professionals also have access to uniforms that were both practical and uplifting?

Launching a Uniform Business

With the support of her mother, who also shared a growing disdain for traditional lab coats, Elizaveta decided to act. Her parents invested $10,000 to help her launch her venture. She conducted market research, identifying the U.S. as the leader in high-quality medical uniforms. However, her initial attempts to partner with a major American manufacturer were met with skepticism. The company referred her to their Eastern European distributor, forcing her to navigate the challenges of international supply chains.

The first batch of uniforms, funded by her parents, sold out within a week to friends and acquaintances. Encouraged by this success, Elizaveta dove deeper into the business, grappling with the complexities of logistics, Russian customs, and the everyday hurdles of running an import-based operation.

Realizing she couldn’t handle customs on her own, she hired a broker who could resolve issues promptly, even on weekends and holidays. Initially, her inventory was stored in a backroom at her mother’s clinic, but as demand grew, Elizaveta opened her first permanent location. Within two years, she expanded her operations to include an online store, a showroom at Moscow’s trendy “Red October” district, and 25 retail locations across Russia. By then, her annual revenue had reached $2 million.

Her clients included prominent medical centers like “Chaika” and “Mother and Child,” and she also donated uniforms to Moscow hospices—a gesture that underscored her commitment to giving back.

After her first year, Elizaveta gained enough traction to bypass the Eastern European distributor and negotiate directly with the U.S. manufacturer. She impressed them with her sales volume and professionalism, ultimately earning their trust. In her second year, the manufacturer invited her to expand into school uniforms, a market they had long dominated.

Taking on the School Uniform Market

At first, Elizaveta was hesitant. Her own school days were a distant memory, and her daughter was still years away from starting school. But when Russia made school uniforms mandatory, she saw a clear opportunity.

While many factories were producing school uniforms, the designs left much to be desired. Younger students found them uncomfortable, while older students were embarrassed to wear them. Parents were left scrambling to find options that met both the schools’ requirements and their children’s expectations.

Elizaveta decided to test the waters, sharing samples of American-made uniforms with friends and colleagues. Their positive feedback gave her the confidence to move forward. Today, she is navigating the regulatory landscape of school uniform procurement in Russia and addressing the challenges of balancing practicality with aesthetic appeal.

American innovations, like skorts (skirts with built-in shorts) originally designed for cheerleaders, have proven especially popular with young schoolgirls in Russia. These uniforms offer freedom of movement, allowing children to play and climb without worry. The same U.S. manufacturer also supplies uniforms to Disneyland, thanks to features like nano-Teflon coatings that repel stains and durable fabrics that withstand wear and tear.

Elizaveta now sells school uniforms through her online store, the Red October showroom, and regional distributors already familiar with her medical apparel line. The scale of her operations depends on whether Russia will enforce a standardized school uniform policy nationwide.

A Mission Beyond Profits

For Elizaveta, her uniform business is about more than just numbers. She envisions a future where Russian schoolchildren can take pride in their clothing and feel a sense of belonging and camaraderie—much like the school cultures depicted in American and British films. By combining functionality with style, she aims to foster a sense of unity and confidence among the next generation.

Original link: https://www.forbes.ru/forbes-woman/zhenshchiny-v-biznese/263871-formennaya-nadezhda-kak-dostich-oborota-v-2-mln-v-uzkoi-ni