optimising conversion rates Violeta

opTimising conversion rATes

The Bosnian tissue converter Violeta is a market leader in the production of premium hygiene products. The company was founded in Bosnia in 2002 and has grown in fifteen years to become a major market player. Philip Yorke looks at what makes this dynamic company so successful and reports on some of the company’s latest products and award-winning achievements.

Like most entrepreneurial start-up companies, the first few years for Violeta in this competitive marketplace were extremely challenging. However, the vision of being able to offer consumers quality premium products at affordable prices led to the company seeing strong growth and the development of three state-of-the-art factories. During that time Violeta has also managed to build excellent business relations with its suppliers and partners. This in turn has resulted in faster times to market for new products and more efficient warehousing and distribution logistics.

Today in addition to manufacturing nonwoven products, the company’s activities are also focused on areas such as retail, distribution – it is the exclusive representative in the region for some of the world’s best known brands including Ferrero, Barilla, Evian and Trenton among many others.

Violeta has also been awarded many quality management certificates and commendations, including ISO 9001, ISO 14001 and OHSAS 18001. It is through these high operational standards that the company is able to excel in its diverse business activities.

expanding markets

Today Violeta’s main markets are the former Yugoslavian countries including Croatia, Bosnia, Herzegovina, Slovenia, Serbia, Montenegro, Kosovo, Macedonia and Hungary. “This part of Europe with its transitional economy has a lot to offer, especially to foreign investors” said Petar Corluka, the company’s owner.

In 2015, Violeta launched its redesigned baby diapers with completely new air-dry technology. “It was the advent of Japanese technology in Europe and heralded the introduction of a unique tissue

softness. In addition to creating softer, more absorbent products, we also have plans to extend our product portfolio further and to expand into new geographical markets” added Corluka.

At the end of 2018 Violeta installed a new wet-wipe machine, which the company says was the next logical step since market demands in this sector are increasing and Violeta is the regional market leader in this category. The new machine is capable of producing more than 200 complete and packaged wet wipes per minute.

Violeta isn’t only investing in new technology. It is also investing heavily in new warehousing facilities and in the training of its employees. “It is important for us to strengthen our personnel’s skills in every possible way. We believe that the two basic things that will shape our future is sustainable production and our investment in people. With these two factors you can make a difference to the market and respond more efficiently to future challenges” Corluka commented.

employer of the year

Violeta’s focus on its workforce and providing training and support for its employees has led to the company being voted the ‘Employer of the year’ in the manufacturing business sector. It also managed fourth place for the title of most desirable employer in all categories. The special award ceremony was held in Sarajevo earlier in the year and the company is justly proud of its achievements. Not least because it was facing strong competition from hundreds of other companies throughout the Balkan region.

A Violeta spokesman told Industry Europe, “We are proud of these award winning titles which confirms the high quality of our products and our enviable working standards. For years we were striving to acquire the latest qualitative and digital technologies and we now have these at our disposal. However, our dedicated employees make the difference and success without them would not be possible.

These valued business awards confirm our mission, which is inspired by our customers. In partnership with them we are able to create high quality, innovative products that make everyday life safer and more fulfilling”.

Increasing capabilities

In addition to its three state-of-the-art factories located in Bosnia and Herzegovina, which between them produce over 240 different products, Violeta has also invested in a new tissue converting plant in Zagreb, Croatia. This extensive facility has a converting capacity of more than 15,000 tons per year.

Today this plant supplies toilet paper, napkins and tissues to the fast growing markets of Serbia, Croatia, Austria and Hungary. The total cost of the project was around 15 million US dollars and the renowned Italian company Fabio Perini supplied the highly specialised production machinery and equipment.

Independently driven

What makes this company so special is its culture and caring attitude towards its employees and partners. Violeta is owned 100 per cent by one man, Petar Corluka, which means that decisions can be made quickly and responses to changing market forces implemented as they occur. Corluka also subscribes to the belief that a happy workforce translates into happy customers. Another key aspect of the company is that it does not imitate products already present on market shelves, but instead prefers to innovate and to create product benefits that allow it to stay one step ahead of its competitors.

The recent launch of its anti-acne wet wipes are an example of how this young and attentive company is reacting quickly to new market demands. It also anticipates market trends and constantly conducts consumer research. What’s more, all this activity is conducted with a proper respect for the environment through its use of recycled raw materials and a strict environmental protection policy that is at the heart of the company’s business operations. n

For further details of Violeta’s latest innovative products and services visit: www.violeta.com