Written by: Sonja Staničić
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If you take a stroll down the family memory lane, you might come across that almost tragic moment when, after many decades of harmonious coexistence and faithful service, your mother or grandmother’s ancient washing machine broke down for good.
It was no ordinary washing machine, they would explain with tears in their eyes, but the best possible model that was no longer in production, and which dad or grandpa carefully picked and proudly brought home four score and seven years ago.
All your attempts at comforting your grandma or mom with a promise of a new washing machine would be just as a good fell on deaf ears. They knew very well that contemporary household appliances did not last nearly as long, and that their service life called for at least several service interventions.
And they had a good point. Nowadays, the market is glutted with consumables with a limited shelf life, and lifetime warranties are only printed as part of SF novels. While we wistfully recall the old days when certain valuable objects were passed down from generation to generation, we come to a conclusion that our homes are actually quite scarce when it comes to high-quality and functional objects in good condition that we could one day bequeath to our descendants. Well, maybe we could leave them a couple of paintings, some family jewellery, and, why of course – Zepter kitchenware!
These valuable sets for food preparation, which used to be newlyweds’ favourite wedding gifts before cash took the cake, are still the epitome of the highest possible standard and the soundest long-term investment, notwithstanding numerous competitors. Times may be a-changin’, but the quality, advanced technology, and durability of Zepter products has remained constant for 30 years.
Alongside this, Zepter keeps up with trends and invests in production facilities and scientific research, constantly expanding its horizons to accommodate the vision of fresh ideas and new, innovative and high-quality products for health and beauty promotion. The only trend it has never succumbed to is the producing consumables.
“I’m not rich enough to buy cheap things” is a statement by John Ruskin, a British writer and sociologist, which perfectly sums up Zepter’s business philosophy.
In order to get the full story, we talked to Kata Pavlović, CEO of Zepter Croatia and the United Arab Emirates market.
– I always say that our products are primarily a way of living, not a luxury. Right from its very beginning, Zepter International has established extremely high quality standards, and the countless awards and honours it has received, along with reviews by millions of happy customers around the world, serve as proof that we’re on the right track – she says.
Zepter’s endeavours are aimed at improving all aspects of our everyday life: from food preparation, air and water purification, protection of eyes from radiation, and healthy cosmetics, all the way to direct-acting medical devices that heal our body.
– At the moment, our bestsellers are the Therapy Air iOn purifier, Bioptron devices, and Hyperlight protective glasses, which is not surprising considering that we are exposed to air pollution and artificial light sources on a daily basis, as well as stress that stems from our generally busy lives. In this regard, there has been a significant shift in the consciousness of people in our region in recent years, especially after facing the pandemic. Before the coronavirus outbreak, Croatia was, for lack of a better word, somewhat conservative when it came to taking stock in innovative products – we were intrigued by new technologies, but at the same time we were very sceptical about them.
Today, consumers are much more open-minded and informed, so they make it a point to build good habits and invest in products that will preserve and improve their health – our interviewee explains.
Therapy Air iON is the leading air purifier that combines innovative technology, high efficiency, and user-friendliness. It is based on breakthrough technology that keeps spaces extremely clean and safe, all thanks to its mechanism of as many as five filters that form a unique air purification barrier.
– A couple of years ago, it received a stamp of approval from the Teaching Institute of Public Health “Dr. Andrija Štampar” because it had been proven beneficial for people with asthma, allergies, and respiratory problems. We recently extended to the United Arab Emirates market, where our product hit the jackpot as a revolutionary discovery. You see, the air over there is full of fine, sandy dust that only rare devices, such as ours, are able to catch – Kata Pavlović tells us.
Among the many innovative products, an honourable mention should be given to Bioptron medical devices based on light therapy, which are used in professional settings such as hospitals, specialist outpatient clinics, beauty parlours, sports centres, but also at home. Bioptron light therapy has a comprehensive scope; it is simple, time-saving and painless, yielding extremely successful results.
– In the context of our trending products, I must say a word or two about our smart Zepter glasses whose fullerene lens minimises eye strain, fatigue, and discomfort, while improving vision clarity and protecting the eyes against all types of radiation. They got the green light from numerous public figures and athletes, too – Mrs Pavlović notes.
But let’s take a moment to look back on the kitchenware and kitchen appliances that started it all. Are they still as popular as they used to be and is there a difference between the Croatian market and the rest of Europe?
– Zepter’s kitchenware has always been a synonym for sound long-term investment and the healthiest possible option for food preparation, i.e. cooking at low temperatures without excess fat and toxins for the sake of true retention. In addition to high quality and durability, and a warranty stretching almost to the twelfth of never, another considerable benefit of Zepter kitchenware is our on-call service for everything you’ve ever purchased. So, if you burn your meal in one of our pots or if certain parts of the product wear out, the service fellas are always there to clean it up and repair the damage. Our robust blenders and choppers, which make food preparation a piece of cake, are also in high demand.
We have also learned that the demand in different countries largely depends on the lifestyle of the population. For example, most Croatians still opt for home-cooked meals, unlike the Swiss who prefer eating outside. A similar pattern can be observed in Hungary, where our top-selling product for many consecutive years has been Bioptron, while kitchenware accounts for about 20% of the total sales.
Zepter International has evolved into a multinational company, operating on five continents and in over 60 countries. Its vision is based on premium product quality and continuous innovation, but also on providing support to the society as a whole by means of numerous humanitarian projects and relief efforts.
– We have donated a large number of devices to hospitals (such as the Children’s Hospital Zagreb, Merkur University Hospital, Croatian Institute of Public Health) and retirement homes, and even certain individuals who found themselves in dire straits – says Mrs Pavlović.
Superb business performance and over 80 million happy customers are the key indicator of Zepter’s success. However, we mustn’t overlook another important link in Zepter’s supply chain which greatly contributes to its achievements and progress: the employees. Zepter continues to bolster a unique sales system with over 100,000 highly trained, motivated, and inspired employees and advisors. Fun (and almost incredible) fact: every ten seconds there is a new presentation of Zepter products somewhere in the world!
– Our home team comprises a total of 220 external associates and managers, who never drop the ball thanks to teamwork and mutual respect. At the same time, they know firsthand just how good Zepter products are, which further motivates them to promote Zepter’s values through their example, work, and commitment – Kata Pavlović says loud and clear.
Igor Pavlović, chief operating officer at Zepter Croatia and our interviewee’s husband, who stopped by during our conversation, confirms everything that has been said.
– Our employees are worth their weight in gold. We face various challenges on a daily basis, but when each of makes an honest effort to contribute to the collective, success is guaranteed. The key point in managing a team is knowing how to deal with different personality types, understanding what drives each individual member, and adjusting your management approach accordingly. A successful manager must have empathy with their employees, be there for them, and hear out their suggestions. Every person is extremely important to us – he states.
We also wanted to know how a married couple operates in the office…
– Igor is my “third eye and ear”, always able to see the bigger picture and give honest advice. He encourages me to grow as a person and a businesswoman – Kata responds.
– Over 70% of Zepter’s employees are women! Now imagine what that’s like for me – Igor cracks up.
– It’s only natural since women are the best workers – Mrs Pavlović retorts.
However, they both agree that Zepter boasts a pleasant atmosphere brimming with enthusiasm and harmony, governed by the core principle of Zepter’s philosophy which is reflected in each of its products: offering people a healthier and better life.
Zepter’s international meetings, which are held at various exclusive venues all over the world, are known far and wide. They always attract a large number of participants and serve as an incentive for brainstorming and comparing notes. At the same time, they are also an opportunity for the attendees to get to know each other and have fun to the taste of delicious meals prepared by professional chefs.
Of course, all meals are cooked in Zepter’s kitchenware from the top drawer, which has been so much more than a collection of high-quality pots, knives, and pans for millions of people around the world for decades.
Zepter is also a family story; Zepter is the people and a philosophy of life, and ultimately the products that are passed down from generation to generation…
