A E P O R U E Nbusiness 8 1 0 2 / 6 0 Special Hungary www.european-business.com www.european-business.com

BUSINESS IN HUNGARY 04 06 08 11 László Bárán, Managing Director of BÉFLEX Zrt. 12 Gergö Horváth, PR and Marketing Manager for Nissan Sales Central & Eastern Europe Kft 14 Roland Kanyo, Marketing and PR Manager at dm-drog- erie markt Kft. Dr. Zsolt Selmeczi-Kovács, General Manager of GIRO Zrt. 16 Zoltán Sólyom, CEO of ZOLEND Kft. János Rákovics, General Manager of VIVBER Kft. István Tóth, Managing Director of Váll-Ker Kft. BUSINESS IN EUROPE 18 20 CH4 s.r.l. Friendly energy provider BHB Bauträger GmbH Bayern Housing with a high quality of life 22 Aluphoenix S.r.l. New life for alu- minium 3 www.european-business.com IMPRINT Publisher: International Business Verlag GmbH Address: Landersumer Weg 40 · 48431 Rheine · Germany Phone: +49 5971 92161-0 · Fax: +49 5971 92161-854 info@european-business.com · www.european-business.com Editor-in-chief: M. J. Brinkmann

BÉFLEX Zrt. Táblás utca 36-38. 1097 Budapest Hungary  +36 1 4563600  beflex@beflex.hu  www.beflex.hu BÉFLEX specializes in point-of-communication displays, signage and printed mate- rial. It aims to add significant value through long-term partnerships with clients is a difficult process, particularly as and, for example, how to write a marketing. Digitalization will also László Bárán: I want to create a you can’t evaluate progress in fig- good profile. This is very important. change the way firms communi- successful firm on a European ures. However, I believe it contrib- Not only do we use digital chan- cate with their customers. Instead level, with motivated staff who are utes significantly to our success, nels ourselves to find new custom- of e-mails, we will see communica- challenged and continue to learn. and we have to work on it. ers, this knowledge also enables tion platforms in wider use. This Our goal is to create strong and long-term relationships with Euro- pean clients. ❙ us to serve our customers more will ensure that no information is EB: The worlds of marketing and effectively. I strongly believe that lost. technology are extremely fast mov- we should constantly be learning ing. How do you keep up to date, something new so that we can EB: What is your focus for the fu- and what developments in particu- remain fresh. We learn English and ture at BÉFLEX? lar are impacting the market? German. We send our staff to con- ferences. We invest in our people. László Bárán: Today it is critical to Digitalization is having a huge im- have a solid understanding of digi- pact. Printed material will soon no tal channels – websites, Facebook longer exist. Screens with centrally and LinkedIn, for instance. We controlled content – these are the train our staff on the technology future for point-of-communication László Bárán, son of the founders of BÉFLEX, was ap- pointed Managing Director two and a half years ago. Since then he has focused on growing the firm’s foreign business with success The firm plays a part in everyday life. Customers see examples of BÉFLEX’s work every time they visit the supermarket 5 www.european-business.com N A E P O R U E business

our cars are fitted with the latest the Czech Republic already has technology, which makes driving a good infrastructure, but state easier. support is a little slower. We will start selling e-cars in the Ukraine EB: You are responsible for PR and in 2018; interestingly, Kiev already Marketing. What are the latest de- has the highest number of charg- velopments in this area? ing stations in the region because citizens there have bought e-cars Gergö Horváth: On a marketing from Western European countries, level, it is all about gathering, ana- America and Japan. Poland has lyzing and using more information also begun the move to e-vehicles, than ever, collected via technology but car sharing is also a huge platforms. As far as PR is con- trend there. We recently delivered cerned, car media is very broad 200 Leafs to the city of Wrocław for – text and video blogs, and lifestyle its car sharing programme. I think media for instance. In Hungary, car sharing is key for the future, television still plays an important given the challenges of city pollu- role. Customers use the Internet tion and parking; if car sharing is much more too. In the past, it took optimized, a vehicle should never five visits to decide on a purchase. be idle. The wider implementa- Today the average is 1.5. Therefore tion of this concept will improve it is important that customers can quality of life and create a much see, touch and fall in love with the better environment in large towns car very quickly, which means and cities. In the meantime, the that events, such as exhibitions technology for autonomous cars is and presentations of new models, also well-developed, and the pros- are crucial. In Germany, energy pect of driverless vehicles is closer company E.ON is very impressed than ever. Technology is also being with Nissan’s e-vehicle strategy developed to support other aspects and helps the company to bring of motoring, such as traffic con- the concept closer to potential trol. Traffic lights, for example, will customers. be able to receive information on vehicle movement, enabling them EB: What trends are you seeing in to adjust automatically to calm the Central and Eastern European the traffic and disperse jams. Of region from the perspective of both course, this data must be secure; customers and the car industry otherwise, hackers could cause itself? chaos. Nissan originally produced an e-car back in 1947 as a coun- Gergö Horváth: In Hungary, de- ter to the oil crisis, and e-vehicles mand for vehicles in the crossover remained on our agenda. We category is growing quite fast. introduced the first Leaf in 2010, The demand for e-cars is also in- when virtually no other company creasing, currently by 40 to 50% had made an e-car. That is typical every year. In Slovakia, the e-car revolution is just starting, while Nissan. We are happy to lead the way. ❙ 7 www.european-business.com The Nissan Qashquai, Navara pick-up and X-Trail are important elements of the portfolio: Around 2.3 million crossover vehicles – the Quashquai and X-Trail – have been sold in the past ten years. Nissan has been producing a pick-up model since the 1920s N A E P O R U E business

dm-drogerie markt Kft. DEPO Pf.: 4. 2046 Törökbálint Hungary  +36 23 516199  +36 23 516193  info@dm.hu  www.dm.hu Alverde is dm’s own brand of natural cosmetics and skincare male customers. We also target I don’t see it as competition for of Hungary, with 2,700 staff, and a 260 low-income families with nap- teenagers who are entering the our stores; the online shop just turnover of 332 million EUR. pies. Children in the Sun involves market, with the aim of creating enhances our overall service and providing 400 kindergartens with loyalty at an early stage. The so- helps to grow our customer base. EB: dm Hungary is not only about sun cream for the children. Both called silver generation is also im- caring for customers though, is it? of these activities have been op- portant for us – older people with EB: To create some perspective, erating for the past eight years. money to spend. can you tell us a little about the dm Roland Kanyo: No, we have an We help 10,000 children to retain concern, and how dm Hungary fits extensive corporate social respon- healthy teeth in our Laughing EB: dm Hungary has recently into it? launched on an online store. How sibility programme supporting Teeth initiative. causes in Hungary. In our Together has this been received? Roland Kanyo: dm was founded for Babies initiative, we supply ››› in Germany in the 1970s, and Roland Kanyo: Better than expect- gradually expanded across Europe. ed. We currently have a portfolio Today, it is present in 13 countries, of 8,000 products which can be with 3,500 stores and 60,000 em- bought online. The number of cus- ployees. The company as a whole tomers is continually increasing, turns over around ten billion EUR and the value of puchases is very per year. The first store in Hungary high. Despite the fact that we don’t was opened in Budapest in 1993. offer discounts, coupons or free By 2000 we had 100 stores. I delivery, it works. Delivery costs joined the firm in 2002, at which are reasonable, and the service is point we were concentrating on a cost effective. Customers like that. qualitative expansion – renewal, I think the brand – the image of identifying the best locations – and dm – and the convenience make out of a discounter, a new, modern the difference; customers tend to company emerged. Today, we order large, bulky products online. have 259 stores across the whole 9 www.european-business.com Not only there for the customers; dm Hungary operates an extensive corporate so- cial responsibility programme, supporting Hungarian people and the environment N A E P O R U E business

Interview with Dr. Zsolt Selmeczi-Kovács, General Manager of GIRO Zrt. A question of seconds According to the European Payment Services Directive, a payment transaction in the coun- tries of the European Union has to be executed within one working day. There are ambitious financial services providers, however, that are already working on much faster transfer times. One of these is GIRO Zrt. Hungary’s Automated Clearing House plans to introduce country- wide bank transfers that are executed within only a couple of seconds. ing activities in Hungary, the payments are cash. By develop- company offers several other ing the electronic payment system services that are essential for the and introducing new products and country’s financial sector: GIRinfO, services, we are benefiting from a unique tool for mitigating credit a larger number of transactions. risk, especially in car financing; When the new high-speed transfer GIRODirect, a service for managing system is established in 2019, we multiple payment orders between are going to enhance diversifica- banks; GIROHáló, a communica- tion further and develop additional tion network for financial informa- innovative financial services that tion, and GIROLock, an easy-to- will be based on the new system use authentication service. “We are very proud of our diversified and enable us to exploit promising market niches.” ❙ General Manager Dr. Zsolt Selmeczi-Kovács is committed to advancing the Hungar- ian cashless payment system financial services and products and are constantly developing new Based in the Hungarian capital transfers that are executed within ones,” states Dr. Selmeczi-Kovács. Budapest, GIRO is the country’s just five seconds,” says General The latest diversification result is official Automated Clearing House. Manager Dr. Zsolt Selmeczi-Ko- GIROBankváltás, a novel service As such, the company operates vács. “We plan to start the system enabling bank customers to trans- Hungary’s interbank clearing in 2019. Compared to other Euro- fer their accounts from one bank to system and settles all domestic pean countries, where immediate another without any trouble. credit transfers, direct debits, transfers are an optional premium advices of settlement and other service, it will be the new standard The company’s innovative spirit is financial transactions. GIRO is a in Hungary. We are estimating we also reflected by two special web- 100% subsidiary of the National will handle over 330 million trans- sites – www.csoportos-beszedes. Bank of Hungary and handled the actions then, worth about 93,000 hu and www.penzforgalom.hu – of- first clearing services in 1994. In billion HUF, which is three times fering financial education to con- 2012, the company launched a the Hungarian gross domestic sumers. “Besides providing finan- new intraday clearing platform for product.” credit transfers with five clearing cial information, the websites are targeted at advancing the Hungari- cycles. In 2015, the number of GIRO employs over 180 people an payment system and increasing cycles was increased to ten to en- and generates revenues of six bil- the number of cashless transac- able settlements within one hour. lion HUF, or approximately 25.4 tions,” explains Dr. Selmeczi-Ko- “We are currently working on the million EUR. In addition to being vács. “Hungary is still very much a introduction of immediate bank responsible for all interbank clear- cash payment country; 75% of all 11 www.european-business.com GIRO Zrt. Vadász u. 31. 1054 Budapest Hungary  +36 1 4285600  +36 1 2695458  info@mail.giro.hu  www.giro.hu N A E P O R U E business 11

ZOLEND specializes in the design and manufacture of tailor-made tanks, pressure vessels, boilers, filters and steel structures The company offers complete engineering design and planning services EB: Has involving others in the Zoltán Sólyom: There is plenty of million EUR in a new automated cally proficient than any previous chain of responsibility eased the work to go around, particularly for welding robot and new lacquering generation. We have to make sure burden for you at the head of the an engineering company that does technology based on solvent-free that we keep pace with the revolu- company? its job well and can be relied on to paint. We are also installing fiber- tion as it happens and not allow it deliver a quality product. In the sec- optic cable in our factory to prepare to pass us by. Zoltán Sólyom: I have never con- tors that we supply, for example the it for Industry 4.0. sidered my job to be a burden. I automotive industry, there is a lot of EB: To finish, what advice do you love what I do and in particular the investment going into new products. EB: How is digitalization affecting have for others preparing to start ability to build something positive. E-mobility is a big topic at present the business? their own company? Our goal is the same as it was in but the petrol engine is also growing the beginning – to build a com- as diesel falls out of favour. On the Zoltán Sólyom: People are calling Zoltán Sólyom: You have to make pany that we can be proud of and whole, the industry is growing and it the fourth industrial revolution the most of your opportunities that benefits the local community as long as we can keep pace with and I am very proud to be part of and have passion for what you do. and economy. the big competitors in terms of pro- it. Everyone today uses smart tech- So much that happens is down EB: You have also put Debrecen good chance of remaining competi- and the current generation is grow- on the map internationally. How tive. We are currently investing 3.5 ing up to be much more techni- afraid to give things a go when the right opportunity presents itself. ❙ duction technology, then we have a nology. It starts at school already to simple good luck but don’t be important are exports to you? Zoltán Sólyom: They are hugely important. Exports account for 80% of turnover. To support our foreign activities we have set up offices in Munich, Germany and in the UK. Here in Debrecen we have three sites as well as a planning office in Budapest. EB: How do you see the market developing in the future? 13 www.european-business.com ZOLEND Kft. Házgyár u. 17 4031 Debrecen Hungary  +36 52 316058  +36 52 316058  zolend@zolend.hu  www.zolend.hu ZOLEND is a major supplier of filters for the car industry N A E P O R U E business

other hand, we always wanted to including energy production and be able to operate in the Western distribution, commercial and in- European market and serve clients dustrial facilities, defence, public there.” In Hungary, the company institutions, transport, and naviga- is well ahead of its competitors in tion. One of the big growth sectors terms of quality and performance for us is rail transport,” says Mr. standards. On the other hand, Rákovics. “Huge sums are being Western European customers ap- invested in modernizing rail infra- preciate the combination of low structure throughout Europe as a costs and high standards. “We way of combating congestion on have developed continually in the European road network. This terms of our technical expertise provides us with a solid basis for VIVBER Kft. Tatai út 62 2060 Biske Hungary  +36 22 566200  +36 22 566202  info@vivber.hu  www.viv.hu and manufacturing capacity,” sustainable growth in the future.” offer the latest technological ad- be seen as a positive thing. How- says Mr. Rákovics. “We now have vances in our areas of expertise.” ever, money alone is not enough an experienced staff with a fund Turnover for VIVBER Kft. is cur- to attract the best candidates. It of technical knowledge and the rently between 2.3 and 2.5 billlion One of the major challenges for has to be done through employer expertise to tackle any challenge HUF. The majority of custom- the future lies in finding suitable branding and implementing initia- successfully. At the same time, we ers are located within the EU. “I candidates to fill the new jobs that tives that show we value the kind have strong leadership from the have spent the past 15 years with continued expansion creates. “We of work-life balance that is expect- company owners, who have always VIVBER travelling the length and struggle on occasion to fill posts ed today. We offer our employees known which direction to take to breadth of the EU, building up an at all levels of the company, and stability and long-term job security. maximize our success.” extensive customer base,” says Mr. we are not alone in facing this We also have family days in a Rákovics. “Personal contacts are challenge,” asserts Mr. Rákovics. relaxed atmosphere to build iden- The way the group is organized the most important marketing tool “However, it does not help to look tification with the company. These means that the four operating in our business. Only by discussing internationally and try and poach companies act as internal sub- the requirements of a project one- qualified people from elsewhere. are the soft skills that will ensure our future.” ❙ contractors, each with their own to-one can we convince customers We have to solve this problem on management structure. “I make that we can supply the necessary a local level. Qualified people can decisions governing the day- quality standards. That is also why pick and choose at the moment, to-day running of the company we are constantly updating our and the resulting rise in salaries together with a colleague from the skills set and ensuring that we can and working conditions can only finance department while strategic decision-making is a joint affair across the group,” explains Mr. Rákovics. “There is a very clear vision of where we want to be as a company, and this makes it easy to plan ahead.” The decision taken right at the beginning to invest in higher qual- ity standards has paid dividends in the company’s current position in the market. “We can point to excellent references across a wide range of industries and sectors 15 www.european-business.com VIVBER manages the entire value chain in the production of electrical switch-gears including the forming and processing of metal components An in-house coating facility ensures the quality of each component N A E P O R U E business

Váll-Ker Kft. Návay Lajos tér 8 6900 Makó Hungary  +36 62 511040  +36 62 212806  vall-ker@vall-ker.hu  www.vall-ker.hu Váll-Ker’s main production site in Makó, a second site is responsible for logistics István Tóth: Improving efficiency cepted that it is better to reinvest available for a Hungarian entre- continues to be a key focus of our profits back into the business preneur – the Cross of Merit of the product development work. In the rather than taking them out in the Republic of Hungary. past, an efficiency rate of 60% was form of dividends. Thanks to this considered good. Today, we must investment and EU grants, we now EB: What are the most important achieve 90% to meet regulations. have fully computerized produc- qualities for success? Technology has improved to make tion lines and a strong reputation The living heart of the home – a wood- burning stove this possible but it still has much for quality. We have also won many István Tóth: I think it is important them. Teambuilding is also impor- more to offer. Here, our stoves will awards including Company of the that we do not worry too much tant and we have regular events be integrated into the Internet of Year in 2013. Last year, I was very about what our competitors are to bind our employees to the com- Things and building management proud to be recognized personally doing but focus instead on setting pany and reward them for their software. We are currently working with one of the highest distinctions our own targets and achieving hard work. on a stove which can be activated remotely by telephone so that there is already a cosy warmth emanat- ing from the stove when the occu- pants arrive home. EB: How is your production keep- ing pace with new technology? István Tóth: We have the most up-to-date factory for stove pro- duction in Europe. The company shareholders have always ac- An event to promote the company’s products and reward customers EB: What goals have you set your- selves for the next five years? István Tóth: We want to become the leading producer of stoves in the European market and we want to exceed the efficiency standard of 90%. We have produced more than half a million stoves in Europe so far. We look forward to deliver- ing the millionth. That is what fills me personally with pride. ❙ 17 www.european-business.com N A E P O R U E business

19 www.european-business.com N A E P O R U E business

BHB Bauträger GmbH Bayern Nördliche Münchner Strasse 9c 82031 Grünwald Germany  +49 89 6419280  +49 89 64192850  info@bhb-bayern.de  www.bhb-bayern.de Neuperlach Loge No. 1 and Loge No. 2: On the rooftop terrace, the residents of the new building can come together and enjoy the beautiful ambience The most prestigious project that phase. In three construction phas- have a quick-witted team that can consider the region of Munich to BHB has developed so far is Mu- es, BHB is going to build more meet the needs of the market and be an attractive asset. nich Neuperlach Loge No. 1 and than 200 residential units in Haar, of our customers and partners.” Loge No. 2. These two buildings a municipality near Munich, which With its modern design and well- are part of a completely new dis- will be integrated into an Art Nou- With a staff of 15 people, BHB thought-out living concepts, BHB trict center that is being completed veau environment. In addition, 30 achieves annual turnover between Bauträger catches the spirit of the by BHB and other partners such condos will be built in Riem as well 40 and 60 million EUR. The time and meets an increasing de- as CONCRETE Capital GmbH. as about 50 units in Freisingen. company’s target groups include mand. The company not only cre- “This is one of my favourite pro- “We have also acquired two new homeowners who want to benefit ates living spaces, but also places jects,” states Ms. Hammer. “This properties, where about 350 resi- from the advantages of living close where people can get together, district has existed for 50 years, dential units will be developed,” to Munich without having to pay but it took until now to create a foresees Ms. Hammer. “Competi- the exorbitant prices. Generations share culture and have a great time. ❙ center. We have developed a hy- tion is fierce, but we are quite of heirs invest in the apartments as permodern culture quad with ex- successful when it comes to the capital investments and rent them ceptional architecture.” Part of the acquisition of new properties. We out, and institutional investors also center will be a cultural center, ca- fés, a park and Perlach Plaza with a hotel and shops as well as rented housing and student apartments. Even an underground atrium and direct access to the metro system are part of the real estate develop- ment plan, which the company has created together with CONCRETE Capital GmbH. A total of about 180 condos will be part of the project, the first part of which will be fin- ished by the end of 2019. The company has four additional projects in the pipeline that are currently in the development 21 www.european-business.com BHB plans to build more than 200 residentual units in Haar, a municipality near Munich, which will be integrated into an Art Nouveau environment N A E P O R U E business

Unalloyed aluminium ingots from the LME, London Metal Exchange Aluminium can be recycled ad infinitum New life for aluminium: packed, clean scrap alu- minium nix adheres to the highest quality ible right from the beginning and to a new plant of 12.000 m2 with testing. “We want to extend the standards in all areas of produc- very responsive to the customers’ annual capacities of 50.000 t, and laboratory and work together with tion as the following certifications needs. Thanks to this flexibility, installed inside the most cutting customers to develop special al- attest: ISO 9001 quality standard, we can also serve customers who edge equipment in each step of loys. This will allow us to approach Our goals are coordinated with those of our customers and they are what we work towards. the process. This is aimed at gain- the automotive industry directly. ing a better performance of the raw At the moment, their suppliers are material on the one hand and re- our customers. Opening up new stricting the impact of the produc- markets is another goal. We want tion activity on the environment on to be an Industry 4.0 company and the other. On its 12,000 m² com- the most important player in Eu- ISO 14001 environmental stand- are not able to maintain product pany premises, of which 5,000 m² rope. Aluminium can be recycled ard and IATF 16945 standard for stocks. These customers do not are built on, the Aluphoenix also the automotive industry, which is place advance orders, they order has a laboratory in which it devel- Aluphoenix’s most important cus- products as and when they need ops alloys and carries out quality ad infinitum and we are the ones to give aluminium new life.” ❙ tomer group, accounting for 70% them, and we deliver them ac- of turnover. cordingly. The entire production chain today is timed down to the tHe customer as yardstick last second. We have adapted our organization to suit and can react Aluphoenix sees meeting the wish- very quickly.” es of its customers as an integral part of its commitment to quality. new Horizons “We are a company that is there to meet the needs of our custom- In the last few years, Aluphoenix ers. Our goals are coordinated has worked to improve its alloys as with those of our customers and well as renewing and updating its they are what we work towards,” production equipment with the lat- says the Commercial Director. “We est advances. On the first of Sep- have always been extremely flex- tember 2017, Aluphoenix moved 23 www.european-business.com Aluphoenix S.r.l. Via Monte Santo 33/A 31039 Riese Pio X (TV) Italien  +39 0423 1992108  +39 0423 1992108  info@aluphoenix.com  www.aluphoenix.com N A E P O R U E business