PROFILE Crystalex
in the decorations, different techniques are popular in different areas and it is down to culture and taste. Collections featuring gold are popular in the east, the western countries prefer a lighter cleaner look. It is good that we have the basic key shapes and can adapt them to suit particular market tastes with decoration.
“The domestic market it should be said is still very important. You must know your own market before you move into others. Especially given the tough economy and issues and costs with transport, it all makes sense to be strong in your homeland where the expenses are much lower.”
In 2009 the glass market in and around the region hit some diffi cult times, Crystalex included. How has the company come back after such a diffi cult time?
“It was a very tough time and very diffi cult. The factories here are crucial to local workers and local industry, we employ a lot of people. It has taken a lot of time to even get back to the capacity we are running at the moment. We began to work with some of our old clients, but are actively looking for new ones all the time. The market has changed also too. We’re not operating in the same market we were beforehand so we’ve had to adapt.
“The way people buy their china and glass has also changed greatly – supermarkets, the web, mail order – they are all different ways people are buying. We launched our own e-shop earlier this year, and also have two retail outlets.”
Are there challenges in relaying
the importance of Bohemia crystal to your customers? “I think ‘Bohemia Crystal’ is used often as a term to describe all crystal and glassware from the region. But in fact you must remember it is also a brand. The challenge we face at the moment is that we have Bohemia as a brand. Other companies whose products may vary in quality from that of our own are also using Bohemia stickers on their products. If you head for example, into the gift shops in Prague, especially in the tourist areas it is very unclear.
“I think the older generations and some particular countries and the more traditional customers know the differences, but a lot of people don’t. It’s useful to register the brand so other people can’t use it. However, they can still use variants on the name and it’s easy for people to be misled. It is important for us to relay to our customers that we are the original Bohemia brand. We need to educate our customers to be aware of the difference between brands.”
Where do the design concepts originate from for Crystalex, are they from on site in Nov´y Bor? “Yes, we have four designers on site who are working all the time in creating new shapes and designs for us. There are also external teams. It is natural though that the onsite designers have a greater understanding of what we do, and what we are capable of here. They know the customer and know what is realistic. There are a lot of ideas generated, and it is a long process of decision making before putting something into production. We have also
“It is important for us to relay to our customers that we are the original Bohemia brand”
outreached to local organisations and universities before and invited people to submit designs. In honesty you never know what will sell. Some shapes have worked really well, some we thought would work and just haven’t taken off. No design comes with a guarantee for success.
“Innovation is really important for us here. We thrive on creating new products all the time. Other manufacturers focus on say, in winemaking for making the best glass for the job. You can only do that once. We focus on innovation and updating our basic shapes to adapt with current trends. Our goal is to fi nd the next new big hit. Victoria is set to be the new big shape for us. We expect big things for it in 2012.”
Trade fairs are obviously a few ways to reach your customers and build up the business. Which will you be present at over the next few months and how important are they to the development of the business moving forward? “We’re trying to push into new fairs and not just the European ones, as this will really help us get into new markets. We will go to the Interior Lifestyle Fair in Shanghai again this October, and also the 100% Design show in China. Ambiente is however by far the biggest show for us and always will be. It’s unique to get everyone in one place from all over the world and we never know who we will meet there. These are the only shows in which we exhibit under ‘Crystalex’ although we have customers at other shows which may carry our product.”
Crystalex seems to be picking up speed again and progressing well of late. How do you see the company developing over the next 12
30 TABLEWARE INTERNATIONAL
months and beyond from this point?
“In an ideal situation, we would do so much. We would love to extend production here, to develop more exhibitions and to push forward in so many ways. But two years ago we lost a period in our momentum and we’ve had to go back to the beginning. This takes time to build up. I think we are getting there but it is a slow process. Whatever we do choose to do now has to be effi cient, cost effective and realistic so that we can take the next step and get bigger. I’d rather build up slowly than re-appear on the market going too quickly and face problems. We need to grow slowly, make profi t, keep costs down and grow over time.”
What do you think the resurrection of Crystalex meant for your customers and also the local people in Nov´y Bor? “I hope our customers see us here and there, and start to notice us again. I would like to think people will go to trust our business again, and this will come as we develop slowly. Of course I want to see production grow, I want to see us stronger at the fairs, I want so much to happen but it will happen in good time. We are confi dent in our skills and our product and now we must get that across to our customer. These are the most important points to build on. “For the local region, this is really important, glassmaking is a huge part of Czech culture. Families are built and live off the industry here and it is a great point for tourism. The skills our people employ today originate from the 13th Century, and I am pleased that has not been lost. We have some great tools to hand here in Nov´y Bor, and intend to make the best of them in 2012 and beyond.”
www.crystalex.cz
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