Kalfire in more than 30 countries successful
Beijko van Melick joined the family business in 2002, which his parents had founded in the 1980s. "No, I never had any intention of joining Kalfire with my technical background, obtained through Higher Installation Engineering and a Nyenrode study.
Why take the plunge into the business anyway of your parents to begin with?
"Actually, it was pure coincidence. When an important position at Stork in Boxmeer fell through at the last minute and my father asked me to become a temporary service engineer at the family business, things developed quickly. My parents gave me the opportunity to set up a research department at Kalfire, so the company increasingly became a manufacturer rather than an importer."
'It is important to know who your customers are and how the situation on the ground'
And eventually advanced to owner?
"I took over my parents' business in 2010 and I still enjoy the developments we make in the field of fireplaces. The is our mission to connect people through sustainable fire. Now gas and wood become more expensive and laws and regulations change frequently, electric fireplaces (e-fires) with holographic flames, for example, are proving to be a perfect solution for many people. These can create connectedness in any home or room, just like traditional fireplaces."
Kalfire does business in more than 30 countries, including Germany. Wash it difficult to put foot to the ground?
"The German market is like an oil tanker. The acceptance is slow. That we already noticed in the past with our gas fires and now also with e-fires. The needs time. What crucial is: do what you say and promise. Dan I'm talking about quality, delivery and keeping appointments. Everything has to be right. While this is obviously important everywhere, in Germany it plays an even bigger role in building trust and a strong market position. And Also offer a listening ear. She rightly ask very critical questions and have various demands. Your starts with one dealer. Slowly, that number grows. At that early phase, it was also important to have a lot of presence at trade fairs. That helped build a solid foundation. We now have a 25 per cent market share with our eastern neighbours."
'Our e-fires with holographic flames can create connection, just like traditional fireplaces'
So what requirements will be covered?
"That has to do with laws and regulations. Any country has its own laws and culture, but those in Germany are very strict and rigorous. Retrieved from at some point, we decided to develop our fireplaces according to those German rules. Dan sat well in other countries too."
Can you give an example Of the differences with our country?
"Germans are very precise, for example in the handbook we supply with the fireplaces. We The Dutch often take a more flexible approach to this, but for the German it is of great importance that everything is well described in detail. Including laws and regulations. Do you don't, then that's a restriction on sales."
Your e-holes, especially the holographic types, seem ideal for technological developments as Artificial Intelligence. Do you also apply that within the company?
"Absolutely! Because of my technical background, I find all these developments enormously interesting and within Kalfire it is definitely important. Also at our own operations. A tool like ChatGPT I use as many as 15 times a day. The feels like a personal assistant you can ask anything. As I travel to other countries, for example, I ask to write my speech differently. We The Dutch are quite direct in our communication and ChatGPT then takes away the sharp edges. So AI ensures that you can therefore communicate better with potential customers in other countries. At our research department, they use AI in developing the software of the E-one, our holographic fireplaces. Dan they check for errors. Die development is going tremendously fast."
'Consumers in North Rhine-Westphalia are different again' than in Bavaria. Die differences are sometimes underestimated by some companies'
In Germany, are they also embracing this development?
"They mainly apply it in data analysis. The differences in application of Artificial Intelligence with our country are hardly there. In fact, its use in both countries is still too limited. Although they do embrace the technology, they are perhaps a little more wait-and-see. That still applies to internet access, by the way. At Germany does not take perfect connectivity everywhere for granted, unlike the Netherlands. Germans are also somewhat more reluctant to pay by credit card. She Are more of the cash money. Die attitude can be seen in the large-scale embrace of AI."
All in all, you actually say: that border is an extra chance?
"Yes - especially for companies in this region. We have knowledge of German culture and consumers, more so than parties from the Randstad, for example. The is always important to know who your customers are and what the local situation is like. Therefore, empathise well and also pay attention to regional differences. The Consumers in North Rhine-Westphalia are different again from those in Bavaria. Die differences are sometimes underestimated by some companies. Your can't just start anywhere. The is essential to do thorough research beforehand."
