Liza Bergman on Being a Woman in Business
LBAgency UK was founded in 2015 and represents contemporary womenswear brands
Fresh on the heels of International Women's Day, we sat down with powerhouse Liza Bergman, founder of LBAgencyUK. Since 2015, Liza's Agency has represented a number of well established, contemporary womenswear brands. Here, we discuss all things fashion, a typical day in the life and how she juggles being a woman at the top with family life.
Tell us a bit about your career journey to date. You have your own successful agency - LBAgency - what are you responsible for day to day?
I studied Fashion Design at Manchester Metropolitan and got a real taste of the industry during my placement at a fashion supplier in London. It was such a great experience, giving me insight into everything—from design and sales to buying and pattern cutting. That led me to an internship in the buying department at Fortnum & Mason, which luckily turned into a full-time job. I started off in the Christmas department (which was as magical as it sounds!) and, after a few years, made my way into menswear and womenswear fashion.
After a lot of thinking, I decided to step away from buying and joined an agency representing YAYA. When the owner moved abroad and closed the business, they encouraged me to start my own agency and keep working with YAYA. They took a chance on me, and I’m so grateful they did—years later, I’m still going strong and working with some truly amazing brands.
Since LBAGENCY is a small team, I'm involved in every stage of the business—from unpacking new collections and steaming to managing accounting and staying in close contact with stockists.
What inspired you to take the leap in starting your own business - was it a learning curve or did this come naturally over time?
I found myself at a crossroads when the company I was working for shut down. I had to make a decision to either start my own agency or go back to buying which is what I was doing a year or so before. Though I was nervous, I knew that if I didn’t take the risk then, I might never get another chance. It felt like now or never.
As a female at the top of the hierarchy as it were, what have you learnt about leadership and what type of leader are you?
Leadership is definitely one of the toughest parts of my business, and I’m still figuring it out! I really want to give my colleagues the space to grow and at the same time, I try to be as open and honest about everything as I can.
Gender inequality exists across multiple industries in the UK - do you face challenges within your industry/role with this, and if so how do you/have you overcome these?
Yeah, I’ve definitely faced some challenges with gender inequality in my industry. It hasn’t always been easy, but I focus on building strong relationships and showing up with confidence. I also think it’s really important to support other women along the way, whether that’s by creating opportunities or just being there for each other. It’s an ongoing process, but I try to stay true to myself and encourage others to do the same.
You are a mother - how has motherhood influenced the ways in which you work or lead your company, if at all?
I’m still figuring it out! I have a 11-month-old baby boy, and in many ways, becoming a parent has made me see things from a broader perspective. It's given me the space to really think about how the agency can grow. Honestly, work feels like a bit of a break now! Having to juggle it all has taught me to be super efficient with my time.
You represent a number of brands, how do you juggle this alongside everything else you have going on in your life?
I make a real effort to stay organized with clear timelines and a lot of scheduling. My phone is full of to-do lists. During my pregnancy with Ezra, I also brought in the incredible Sylvie, who has been an absolute godsend.
One of our most successful brands at Biscuit is Yaya, what makes Yaya a standout brand and why do you think it works so well within the brands we sell at Biscuit?
I started working with the brand around the same time Biscuit began stocking them, and now, 10 years later, I’m still a true fan of YAYA. It’s such a staple in everyone’s wardrobe, and what really sets it apart is its incredibly soft fabrics and outstanding quality. YAYA always adds that little unique touch to each piece, making it different yet still so easy to wear.
You have a gorgeous showroom in Hampstead, how important is it to you to work within such an aesthetically pleasing environment - do you feel this has any impact in outlook and output?
Working in such a beautiful area of London truly makes all the difference. It perfectly complements the brands I represent and has a positive impact on my daily routine. Being able to step out onto Hampstead Heath or enjoy lunch in the Peace Garden adds something special to every day. In the summer, I might even take a quick break to cool off with a dip in Hampstead Ponds.
If you know us, you know we love a biscuit and a good catch up - so what is your favourite Biscuit to eat in the office?
While they might not be your typical British biscuit, I always have a constant supply of Stroopwafels, which are dangerously tempting as they sit in a jar on our desk!
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Liza Bergman founded LBAGENCY in London in 2015.
Having studied fashion design at Manchester Metropolitan, Liza gained a wealth of experience whilst interning with both fashion suppliers and household names such as Fortnum and Mason
Since founding LBAGENCY, she and her team have supported and championed contemporary womenswear boutiques and brands to find their fit!
