Country Focus
July 2010
Industry pioneer Matmar Line based on Kirby home care
A CHANCE meeting in the US over 20 years ago was the starting point for a business that has become a beacon for direct selling in Slovenia. Matmar Line was a pioneer of the free economy after the break-up of the former Socialist republic of Yugoslavia and one of the first direct selling companies in the country.
Founder Matjaz Marinsek returned home to set up his business having been recruited as a Kirby Dealer while travelling in the US after university.
He put his early knowledge and experience to good use and today he is a Factory Distributor with a network of local Dealers. He also holds the position of Regional Vice President supporting 20 European markets including neighbouring Croatia. In total, Kirby operates in more than 70 markets across all five continents.
Over 95 years old, the Kirby organisation has dedicated itself to perfecting just one product, a sophisticated home care system based on an original vacuum cleaner design. The latest version combines state-of-the-art technology with multi-functional practicality. A variety of attachments and cleaning materials means it can be used on floors, carpets and furnishings as well as shampooing, sanding, scrubbing and even painting and massaging.
As a product it has few if any equals, and as a company it also has a slightly different concept. “Each distributorship is privately owned by local people and every Dealer has the potential to become an authorised independent Distributor in their own right if they meet the criteria,” explained Matjaz.
“The transition from the old country brought many changes and during these turbulent times we were able to offer people this opportunity to improve their lives,” he added.
“The opportunity to become a stand-alone business is perhaps the most important motivation for them to work hard and to learn the art of direct selling. Even during this current economic crisis, good sales people and managers can use the situation to advantage. The only reason not to succeed is psychological – if sellers allow themselves to be affected by negative conditions they will become afraid to approach customers.
“We pride ourselves on the most efficient cleaning system in the world. Highly motivated and professional sales people will therefore succeed even with high-ticket items in a small and seemingly poor market.”
A Kirby machine is considered a sound long-term investment that will last for decades. Customers often buy on credit as they have confidence in the company’s long history as well as the reputation of the local Distributor and after-sales service.
“The limiting factor for success is the low number of people working in direct selling,” said Matjaz. “In eastern Europe this is due mainly to the Communist era where the art of selling was not professionally developed or highly regarded. Education and training is therefore one of our most important tasks, encouraging and supporting Dealers who are searching for a short-term earnings opportunity to move to a longer-term career and lifestyle change.
“While we are not unique in this respect, our model and philosophy does make us stand out from other direct selling organisations here in Slovenia where cultural, legal and tax issues can appear as obstacles from the outside.
“We believe we can help people through the economic recovery and for this year we are putting even more emphasis into recruiting quality people. A rise in unemployment means there are more of them available than ever before and in this way we aim to extend our opportunity and marketing plan to an even wider audience.”
