PROSPECTS FOR GROWTH IN EUROPE
Inker d.d. is a Croatian manufacturer of sanitary ceramics, located in the small town of Zaprešić, near Zagreb, capital city of Croatia. The managing director, Mr Christian de Haro, updated us on the recent market situation. Vanja Švačko reports.
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nker started as a manufacturer of ceramic tiles and porcelain tableware in 1953. Very soon it expanded its production to sanitary ceramics, which remain its main activity. Being the only domestic manufacturer of similar products in Croatia, Inker has been widening its product portfolio (washbasins, toilet bowls, bathroom furniture, bidets, bathtubs etc), using the best raw materials from western European mines. The end of the 20th century brought an unpleasant reality check to many businesses in the Balkan region. Strongly affected by the war, the market rapidly changed while sudden economic crises have slowed down any sign of development. For Inker, significant positive changes started in 2006, when the Spanish group Roca Corporacion Empresarial SA decided to acquire the company. The membership in the Roca group, which is recognised as a benchmark in the production and design of
bathroom products, helped Inker to become part of a global corporation that is number one in its field.
In transition The experience of Inker mirrors what has been happening with many companies in the former Yugoslavia. Following the loss of domestic markets due to political turmoil, investing in modern equipment and new technologies was the only viable option to stay competitive in European markets. After 2006, Inker introduced innovations in design and the functional and environmental features of its products, the quality of which was tested and approved by European quality standards, German DIN and Dutch KIWA. The company has gained some new markets in Europe in addition to its long-term clients such as Italy, Germany and the Netherlands. This favourable period ended up with an annual turnover of €20 million.
“Upon becoming a subsidiary of Roca, Inker has developed significantly,” explained Mr De Haro. “However, not only did Roca have to invest in modernisation and production of new lines, but it also put a lot of work in establishing economic relationships among former partners in the Balkan region, especially between Croatia and Serbia.” Former Yugoslav regions Macedonia, Slovenia, Serbia, Croatia and Bosnia were importing 50 per cent of Inker’s products. In the last few years production and sales have been strongly influenced by economic crisis and the decrease in market demands. Two years ago Inker sold its tableware division and focused on the production of sanitaryware that now brings in all of its revenue. “Investments have changed since our focus on industry sectors has changed. Our production is mostly linked to the construc-
