Presented By:

Patrik Pavlíček – Key Account Director, Kulina Czech Republic

Tuesday, September 17^th, Global Forum presented speakers who summarized retail overviews of five regions of the world.

As Kulina’s key account director, Patrik Pavlíček is responsible for implementing corporate strategy, developing strong relationships with a portfolio of business partners and researching and sourcing new clients. Prior to joining Kulina, Patrik worked as a designer and fashion buyer and brand manager for European fashion brands.  He is the co-founder of the Mi fashion label.

Based in Prague, the ecommerce site Kulina was founded in 2009 and has grown rapidly in its first decade. It now operates in four countries: Czech Republic, Slovakia, Poland and Hungary, making it a digital destination for consumers in Central Europe, with its population of 65 million. With its plans to expand into neighboring countries, Kulina aims to become the largest e-commerce platform for cookware, tableware, home and office design accessories in Central Europe.

Mission

Kulina educates the market about the culture of fine dining and enhances the ambiance of the home environment. By selecting top quality products for its customers, Kulina demonstrates that home cooking and the dining experience can match the best restaurants.

Kulina Position

Kulina is active in four markets in Central Europe; most of its customers are in the Czech Republic, which is also the location of its central warehouse and physical shop. The site carries 12,000 products and maintains 70,000 items in stock. Site visits and conversion rates have grown rapidly since 2015. Average order size is $150 USD.
 

Its portfolio of 45 premium brands features global leaders in tableware, cookware, baking supplies, kitchen electrics, home décor. Offerings include brands such as Blomus, Brabantia, Eva Solo, JosephJoseph, Fissler, KitchenAid, Illy, Jura, LeCreuset, Riedel, Rosenthal, WMF and Woll. Selections of pet products and personal care are also in the mix. Kulina plans continued expansion in product offerings in attractive premium brands.

Unique Concept in Central Europe: Competitive Advantages

For suppliers:

• Data-driven management: efficient customer and inventory data
• Exceptional relationships with suppliers: transparency, trust and individual communication
• Strong marketing channels

For customers:

• Customer-friendly web interfaces
• Broadest premium product offering, available for immediate delivery
• Premium customer service with native speakers in local languages, available day or night.
• Quick turnaround times for returns and exchanges
• Many payment and credit options
• Spare parts available

Robust Marketing Key to Fulfilling Growth Ambitions

Kulina provides a high-quality customer experience with its fast loading pages optimized for mobile devices, personalized content, easy product searches, high quality visual presentations, and quick check out process. Kulina’s technology capabilities monitor customer behavior and manage the marketing campaigns, which include inspirational content on social media.

Kulina’s premium content, services and presentation, and its scalable concept based on innovative technology propels its data-driven business model focused on customer experience and data collection. A unique partnership with Google in a special high-growth e-commerce program allows Kulina to obtain data about brand and category searches across European markets, indicating market potential and improving marketing costs. Kulina also participates in workshops for effective social media strategies.

Goals

Kulina plans to continue its regional expansion and grow inventory to strengthen its market-leading position. It is seeking a strong financial partner to share their goals in e-commerce.

Pavlíček explained Kulina’s processes for selecting products and developing relationships with vendors. Kulina assists brands in entering this new market, and provides full services for product description translations and other needs.