More than a decade ago, Simona Nainė had no business plan and no ambition to conquer the fashion world. It all began with a simple desire to create for herself, then for friends and loved ones. But what started as a personal hobby quickly outgrew its original boundaries when complete strangers began reaching out to Simona with orders. That is how NUNU was born – a brand whose name was inspired by an energetic four-legged companion, and whose success has been shaped by uncompromising authenticity.
From a pet’s antics to a brand name
Simona Nainė is convinced that today’s customers are more sensitive than ever to anything that feels fake. That is why NUNU has grown not through artificial image-building, but through a consistent connection with its audience and by sharing the real creative process behind the scenes. Even the brand’s name was not invented artificially – it came from everyday life, while training an energetic pet.
“NUNU was born very simply – out of a desire to create. I never sat down thinking, ‘I’m going to start a business.’ Over the past ten years, everything has grown organically: from sewing at home to building a fully-fledged brand. Even the name came about unexpectedly – that’s what I called my little dog. He was very energetic, so I kept gently scolding him by saying ‘nu nu.’ I noticed how often people use this expression, and it felt warm, familiar, and very Lithuanian to me – like a gentle little push forward,” says NUNU founder Simona Nainė.
Today, the brand has reached a mature stage, with its range expanded beyond clothing to include cosmetics and home cleaning products. However, the main challenge remains the same: maintaining a unique identity in the face of enormous competition and meeting growing expectations for quality.
Authenticity helps retain customers: why they no longer believe in a “fake” image
Recent years have brought noticeable changes in consumer behaviour. Impulse purchases are being replaced by more considered decisions, while quantity is giving way to longevity. Customers have become more demanding when it comes to fabric composition, sustainability, and product effectiveness.
“I see that people have started shopping more consciously. They are looking for something distinctive because they don’t want to look like everyone else. Fashion changes very quickly, and the competition is huge, so you constantly have to think about what new things you can offer while still not losing your identity. Since our range also includes cosmetics and cleaning products, it is very important that the product actually works – only then does the customer come back again and again. Education and connection have become an inseparable part of the process: people are interested not only in the final result, but also in what happens behind the scenes,” notes S. Nainė.
Today’s customer can easily recognise artificiality, which is why a sincere brand image and the creator’s personal connection with the audience are essential for building long-term trust.
“I think people today really feel what is genuine. You can’t pretend or create an artificial image – it doesn’t work in the long run. I create what I would wear myself. If I don’t like something, I won’t make it. I have never tried to be perfect – I share the real process, and I believe customers feel that authenticity. The greatest recognition is their loyalty, when they return and recommend us to others,” says Simona Nainė.
Logistics: an invisible but critical factor in success
According to the NUNU’s founder, e-commerce customers today value their time most of all. The shopping process must be smooth and frictionless, without complicated steps, with easy returns. Any delay in the delivery chain has a direct impact on the customer experience.
“Although logistics often remain behind the scenes of a brand, they directly shape the customer’s final experience. That is why, when working with a logistics partner, reliability and an understanding of e-commerce specifics are the most important things for us. This is exactly why we have been working with Venipak for several years now. What I value most is their stability and quick response when challenges arise,” the founder emphasises.
According to Simona, a reliable partner also allows the creator to plan work with peace of mind, knowing that the parcel will reach the customer on time – or even sooner than expected.
“Delivery speed has become almost a given. If it takes too long, it is already seen as a drawback. But when a customer receives their order faster than expected, it leaves a great impression and encourages them to return. That is why a strong logistics partner is vital for business growth,” she says.
Future vision: quality over blind expansion
In the coming years, NUNU’s plans are not focused on mass production, but on purposeful and well-considered growth, with the greatest attention given to improving processes and ensuring a smooth customer experience online.
“I see NUNU growing, but in a very focused way. I don’t want blind expansion – quality and the idea behind the product are important to me. I believe we will expand the range, but only when I feel that it is natural to do so. I will also dedicate a lot of attention to improving processes and strengthening e-commerce. Perhaps new solutions or innovations will appear as well, but everything will be based on the same foundation: creating something that is genuine and meaningful,” Simona Nainė shares about her future plans.
