Stjepana Radica 21
88340 Grude, Bosnia and Herzegovina
Tel: 387 39 660 400
Fax: 387 39 661 456
Violeta, a hygiene company founded in 1990 in the southern part of Eastern Europe, has grown its business throughout its history. In addition to producing hygiene products, the company, based in Grude, Bosnia and Herzegovina, is also the exclusive distributor of brands such as Ferrero, Barilla, Ehrmann, Paladin, Evian and Frico.
“Besides long-term business partnerships with these companies, there is a lot of reliance between us,” says Violeta’s owner Petar Corluka. “Through these years, in a lot of things, they have been role models for us. Today we can proudly say that we equally learn from each other which results in continuous growth for both sides.”
In 2002, Violeta’s story began to evolve. It was during this year that the company started its own production, first installing toilet paper and tissue lines. The following year the company added a table napkin line, and in 2005 decided to begin producing baby diapers and wet wipes. In 2007, a sanitary napkin machine was installed.
The company expanded in 2015 to a new site in Dubrava, producing home care products such as liquid laundry detergent and dishwashing detergent, and later added a Zuiko diaper machine at the site with a speed of 800 pieces per minute.
“Each year something new was installed, and it’s been a quite dynamic and prosperous 20 years,” says Corluka. “We say prosperous because today, Violeta brand awareness is quite strong in the entire ex-Yugoslavia market. Our vision is to become the regional number one in all products and services that we are offering, and we worked and are still working hard to accomplish that on each category.”
Violeta’s main market is the former Yugoslavia region including Croatia, Bosnia and Herzegovina, Slovenia, Serbia, Monte Negro, Kosovo, Macedonia and Hungary. “This part of Europe with its transitional economy has a lot to offer, especially to foreign investors,” Corluka explains. “Since the market is less saturated, it is in need of some products and services which are not there yet.”
In 2015, Violeta launched redesigned baby diapers with completely new air-dry technology. “It was the premiere of Japanese technology in Europe and the introduction of unique Japanese softness,” says Corluka, adding that the company has plans to expand this portfolio in the future.
At the end of 2018, Violeta installed a new wet wipe machine. Corluka says this was the natural next step for the company since market demand is getting higher and higher, and Violeta is a regional market leader in this category. The new machine can produce 200 pieces per minute.
Meanwhile, upgrading of one of Violeta’s sanitary napkin machines is expected to be complete by August 2019. In addition to increasing the machine’s speed, the company is planning to upgrade the product construction.
Violeta isn’t only investing in its technology. It is also investing in new warehouse areas, as well as in its employees’ education. “It is important for us to strengthen our personnel in each possible way,” Corluka says. “We believe that two basic things that will shape the future of production is sustainable production and investment in people. With these two factors you can make difference to the market and efficiently respond to all the challenges that will be ahead of us.”