Retail Interviewfor distribution, we always test the

product ourselves, with chefs and also

do a sales test in our own stores. For

me, one of the most important testers

is in fact my mother – she cooks every

day and is very honest if something

doesn’t work well!”

He adds: “I have to trust my gut

feeling. I also believe I know our

customers and their mentality well.

I still spend a lot of time in store,

especially at weekends, talking to

customers and selling. Each brand

we represent introduce a number of

new novelties, which is great. We are

of course, constantly looking for new

and trendy products outside of this. If

something is really cool and new, we

have to be the �rst ones to introduce

it.”

 Stock is held from all the brands

represented in Stanék’s central

warehouse, either in Prague or

Bratislava. Normally orders are

processed and distributed within 24

hours. As the business has grown,

understanding of forecasting sales and

stock maintenance has also grown to

ensure orders can be ful�lled in such a

timely fashion.

Pavel says that in terms of their

customers – brand and quality remain

key. “We have noticed that more and

more consumers are prepared to pay

for quality and branded products then

ever before. They are more educated

– they have learnt their lessons buy

buying the cheaper, less quality items

and have come to realise they don’t

last. This hasn’t always been the case.

The recession, in that respect, has

actually been very good for us. It has

made customers think much more

about their investment. They want

more for their money, but with quality

brands you know you can ful�l it.

An increase in home entertaining

has also boosted the need for quality

items in the home both for food

preparation and serving.”

 As the company has grown, so

has its resources. Today, Potten &

Pannen Stanék employ more than

100 people, and most of them have

racked up service of 15years or more.

The company now has a marketing

department, product and buying

department, as well as brand and key

account manager for every brand they

represent. Pavel is currently focused on

sourcing new products, new projects

such as retail stores, and taking a close

look at the brand’s marketing. They

are also working on a new franchise

concept – Potten & Pannen – Cook

Shop.

In terms of the three facets of

the business, (distribution, retail and

e-commerce), Pavel says they are spilt

65%, 30% and 5% respectively in terms

of current turnover.

Despite being a fairly new

addition, the e-commerce business is

particularly showing good potential

growth and is becoming increasingly

important in the overall company

strategy. Despite being pleased with

current performance, Pavel says they

are very aware of independent retailers

locally who are being forced to close

their businesses.

Opening new stores and

introducing the franchise concept

are ways in which the brand can

be strengthened against these

challenging times.

Product sourcing takes place via

a number of distributor conferences,

and attendance at several major trade

shows. In an average year, Pavel will

visit Ambiente, Maison et Objet, the

International Home and Housewares

Show in Chicago, and this year also

visited Exclusively Housewares in

London. Ambiente is cited at the most

important, and one which Pavel says

the Czech buyers are most likely to

visit. The shows prove vital, bearing

in mind that Potten & Pannen are

attending for a number of di�erent

facets of the business, they also invite

wholesale customers onto stands to

meet manufacturers directly, allowing

customers to understand their brand

philosophy.

 Looking ahead, Pavel says the next

few months are looking particularly

busy. In addition to the shows,

distributor conferences and factory

visits mentioned, the company will

also take place in a number of local

activities to boost their local pro�le.

Such events as a forthcoming ‘French

Day’ in Prague sees Potten & Pannen

Stanék display their French wares in a

beautiful location in the city alongside

other companies specialising in French

products. With a special visit from

the French Ambassador, this event

will showcase their beautiful French

porcelain alongside champagne and

cheeses and other products from

the region. Also on the cards for the

immediate future is the opening of

another two Potten & Pannen Stanék

stores in the city of Brno and Olomouc

as well as plans to launch the First

Kids International Cooking School in

Prague.

It seems Potten & Pannen Stanék

are in a great position for the

foreseeable future. Slick store design,

cool products and a tight control on

customer for service for both retail

and wholesale means Pavel remains

positive about the company moving

forward. He says: “We are very pleased

with our growth, but by far are not

satis�ed just yet. There are many plans

for our development and we still very

much enjoy what we do. Every day is a

new challenge.”

www.pottenpannen.cz

www.VaseKuchyne.cz

With just over

20 years in

business, Potten

& Pannen

Stanék started

in 1992, by two friends Pavel Stanék

and Milos Stanék, just a few years after

the Czech Velvet Revolution in 1989.

The initial idea was initially to import

select US products to the region,

starting with pepper mills and the

famous Calphalon cookware to Czech

restaurants. The scale of the business

was initially very small, operating

from a two-bedroom basement

"at in a Prague suburb. Today, the

company exclusively represents 27

leading brands in the housewares

and tableware industry, and run their

own chain of nine exclusive retail

stores. Not only this, but for the last six

years they have run a very successful

e-commerce business ‘vasekuchyne.

cz’, which translates into ‘your kitchen’.

For the last 10 years the duo have also

run their own distribution company

based in Slovak Republic, in Bratislava.

From starting 20 years ago with two

people, today Potten & Pannen Stanék

how employs over 100 people and

year on year, experiences double-digit

growth.

The ethos of the business since the

very beginning was to showcase the

absolute ‘best’ brands for all aspects

of food preparation, cooking and

serving in the home. Under the brand

umbrella, there was a clear vision to

present products right through from

preparation through to presentation

on the table. Pavel says its has always

been the intention to take away the

element of ‘searching’ for both the

their retail and wholesale customers.

He says: “We don’t want our

customers to have to run around

and �nd out for example, what the

best cookware is for their induction

stove. It is our job and responsibility

to know which brands are best suited,

and which are the best quality. Our

customers trust and follow our choices

and recommendations, and that really

is a great feeling of job satisfaction

for us.”

During the company’s 20 years

history, the portfolio of brands has

steadily grown to an impressive 27 for

the territory of the Czech and Slovak

Republic. International travel has

grown to discover and acquire new

brands, visiting not only exhibitions

and trade events but also factories

to fully understand the products and

brands they represent. Today the

brand portfolio presents everything

needed to prepare, cook and serve

food with style. To name only a few,

the roll call includes names such as

Zwilling, Mauviel, Green Pan, Staub,

Peugeot, Rosle, Opinel, Kitchen Aid,

Lekue, Bamix,Emile Henry, Brita,

Christo"e, Lalique, Lampe Berger,

Rosenthal, Villeroy & Boch, Lenox, Sigg

and others.

Today both Pavel and Milos remain

at the core of the company and very

much at the forefront of product

sourcing and branding. Pavel says:

“ I try to use all my experiences and

feelings to know if the brand or

particular product will suit our existing

collection and sell well. Before we

introduce and launch a product

Potten & Pannen Stanek

Key Facts...

1992