From the Garage to Global Market Leader
Interview with Florian Barbaric, Managing Director of Barbaric GmbH
What started in a garage in Upper Austria in 1995 is today an internationally successful company with 125 employees and a turnover of 24.3 million EUR. Barbaric GmbH has evolved from a small vacuum lifter manufacturer to a sought-after automation expert. With an export quota of 91%, the family-owned company proves: specialization pays off. Managing Director Florian Barbaric explains in the interview how innovation and flexibility helped through all crises.
The history of Barbaric GmbH reads like a textbook on successful entrepreneurship. It all began in 1995 when Florian Barbaric's father, who was involved in crane technology, initially founded the company as a sole proprietorship. 'At that time, the starting point was vacuum handling for heavy loads in production environments,' recalls the current managing director. 'The first products were often intended for heavy televisions, which were much larger and heavier back then.' From the home garage, the company gradually developed into a professional business. The first employees were added, a location in Linz was established, and the GmbH was founded. However, the decisive turning point came between 2004 and 2006, when customer inquiries pushed the company towards automation. 'That's when the first systems related to automation were created — automatic plate storage technology, automatic feeding of production machines,' explains Florian Barbaric. 'Since that time, this sector has been steadily growing for us.'
Expansion as a Strategy for Success
The strategic development of the company is evident through many milestones. In 2017, Barbaric acquired IST Automation, a long-standing partner for switchgear construction and software development. Concurrently, international subsidiaries were established: a sales organization with four employees in Germany and a US subsidiary, which opens up the important American market. Florian Barbaric is particularly proud of the latest development: the second production site in Eidenberg, 15 km from Linz. "A new office building is currently being constructed there to further focus the technology and planning department," he explains. In this rural location, the company has become the largest employer – a responsibility that Barbaric takes seriously.
Resilient through Diversification
Coronavirus pandemic, the war in Ukraine, and the US trade war – all challenges that the company has successfully overcome. The past fiscal year was even a record year with a turnover of 24.3 million EUR. The recipe for success: diversified positioning. "We offer everything from industrial plants worth several million EUR to small vacuum lifting devices at 600 EUR," explains Florian Barbaric. If one area weakens, others can compensate. Currently, the company is benefiting from the boom in timber construction. "Especially in prefabricated and solid wood construction, we are experiencing an enormous upswing," he reports. The years of development work in this area are now paying off. At the same time, the US market is causing the company problems – political uncertainties and tariff increases are slowing down business. "But as quickly as decisions change in the USA, this can also reverse," Florian Barbaric remains optimistic.
Unique Market Position through Specialization
What distinguishes Barbaric GmbH from the competition is its consistent specialization. "We are a pure handling manufacturer for a wide range of tasks," explains the managing director. "Many competitors are machine manufacturers with a broad range of equipment – but our heart beats for automation and handling." This focus gives the company a crucial advantage: independence. "When a customer has different types of equipment in their production, they need someone who can connect these systems. Machine manufacturers can't help because they don't connect foreign machines." Barbaric, on the other hand, works with everyone and can automate entire production lines across different manufacturers.
From Mechanical Engineering to Digital Solutions
Technological change does not stop at Barbaric. "Projects are moving away from pure mechanical engineering to digital solutions with a strong software component," observes Florian Barbaric. ERP connections and cloud interfaces are now standard. One example is a three-tier storage solution for the German company Bero, which automatically picks doors, door frames, and floor packages. "If a customer orders five doors with frames and flooring, the system compiles the complete package at the push of a button," he explains. Such solutions are especially helpful for smaller businesses in digitization.
Success through Corporate Culture
Barbaric also attributes its success to its corporate culture. A four-day work week in almost all areas, short distances, and an open work environment ensure long-term employee retention. The decision for a rural location seems to be just right: "Many workers no longer want to commute to the city – no traffic jams, short commute is a tremendous advantage."
Looking into the Future
For the future, Florian Barbaric sees signs of further growth. "Automation and ergonomic improvement of the workplace are topics for the future," is convinced Florian Barbaric. "With digitization, skilled worker shortages, and workplace safety, it's a no-brainer." Together with his brother, who co-leads the company, he plans a "healthy, natural growth." Florian Barbaric does not deny that the path into the family business was predetermined. "As clear as it can be," he laughs. The opportunity to make a difference and implement innovative topics drives him daily. "Also, taking responsibility as an employer for the region – that simply motivates us."