I N T E R V I E W“We have always been planning forthe longer term.”
D ebr a N e t s e e t h e i r b u s i ne s s s t ra t e gy c o n firme dLast year was a tremendous success for Debra Net, and only a few weeks ago, theHungarian wholesaler got official confirmation of their creditwor thiness and financial
stability. In shor t, the company seems to be in for a rosy future. EAN inter viewed Zoltan
Body, the owner and CEO of Debra Net, asking him about the success of his company inthis highly contested market.
exclusiveZoltan, 2016 is alreadyof very few Hungariana few months old,businesses. How impor-but how would you

tant are awards like thisrate last year for yourfor you?

company?

Zoltan: The “AAA” rating isZoltan Body: Debra Net

the highest rating of its

Ltd. had its best businesskind, not just in Hungaryyear ever in 2015. Thisbut internationally as well.

outstanding result has

Debra Net has met theeven surprised us. I’d likeextremely strict require-to express our apprecia-

ments made by DUN &tion towards all Debra
partners. Without their

Zo ltan Bo dy, o w n e r
and CEO o f De br a N e t

ratings service provider.
The certification itself washelp, we would nothave succeeded.

BRADSTREET, a well-known

released by BISNODE, who have been rating companies
in view of their reliability since 1908. If you look at theHow do you explain the success of your business? Whatfigures, you will find that Debra Net is the member of aare the pillars of your success?

select group of Hungarian companies representing only

Zoltan: We have always been planning for the longer

0.63 % of the total number of businesses in our country.

term. That way of thinking generally results in success sooner

Another interesting number concerns the possibility ofor later. This business policy has been proven right by now.

insolvency, and it is 0.07%. For me, it represents the highest

We had a few tough years but it is worth it. The more you

level of trust. On the other hand, it definitely opens up

work on service, business processes, and technicalnew possibilities.

background, the better the outcomes you get. We also
take customer relationships very seriously. Our mainDue to the very competitive nature of the market and theambition is to help them in reaching their goals because

disintegration of the traditional supply chain, distribution istheir success is the key of our accomplishments.

considered a challenging field. Would you agree withthis statement?

Debra Net has just received an award for its credit rating

Zoltan: I partly agree with you. Of course, there are markets

and has thus joined an exclusive circle that consists

where you often see those things. Fortunately, our main

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I N T E R V I E W

markets are not really af-and good prices definitely

fected. There were few at-mean a lot but it is only

tempts by a small number

part of the big picture.

of brands who tried to organise distribution on their

Which brands do you

own. However, in the end,

offer right now? And

they realised that it did notwhich private brands arework in Eastern Europe. In

doing well?

the East, the traditional

Zoltan: As we offer a

supply chain still works

special mix of full productand it is a well-functioning

range, selected brands

option. Operating within

and own brands, it takes

the traditional chain is aa long time to list every-

great advantage, and wething. Last year, we soldare lucky that it still works inmore than 11,000 diffe-

our market.

rent products from many
producers. Our private

Full product range, se-brands like Devil Sticks,

lected brands, private

Angel Touch, and Debra

brands… there are many

Selection sell very well.

differentstrategies

inWhat are your bestsel-distribution. How would you
position Debra on theC ert ified : The cr e dit standing andfina nc ia l s t ability o f De br a N e t ar e r o ck so lidlers? What trends influ-market?

ence your product range the most?

Zoltan: As we operate on a very special market that isZoltan: It is wiser to describe which items can be bestin-between the real West and real East, it was necessary

sellers. They have to offer value for money, include

to modify nearly all strategies you mentioned. We do ourunique features, and they must have excellent online orbest to offer a full product range but at the same time weoffline support, value-added services, and represent

pay much attention to a selected group of brands.

good quality and design.

Furthermore, we introduced 2-3 brands of our own,invested a lot of energy in these lines.

You are based in Hungary, which means that you areIf we look at our main market, Debra Net is nearly the only

well connected to Eastern Europe. How is the erotic

company that has had a stable background for a long

business doing there? How is the consumer climate?

time. Sometimes this becomes a reason for pressure fromZoltan: As mentioned before, the Eastern and Central

both suppliers and customers. That is a challenge we need

European markets are different, but generally, the erotic

to solve from time to time.

industry in the East of Europe is doing very well. It is wellconnected to the West through fruitful businessHow hard is it to differentiate yourself from yourrelationships. Almost every country in this region has acompetitors? What role does customer service play? Or issolid economic growth so consumer climate has im-

everything about product range and price in the end?

proved a lot.

Zoltan: It is extremely difficult to make a difference on amarket with strong price competition and loads ofWhat goals does Debra have for 2016?

products. Internet and technology just intensify the race.

Zoltan: To sum things up, we intend to take further steps

So customer service plays a big role and it has to meetin all fields of business, such as logistics, IT development,

our partners’ everyday needs. A quality product range

product range, and financial background.

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