MARTIN VASSILEV: CLEAN, CLEANER, KÄRCHER

How clean is really clean? During the Covid-19 pandemic, thousands of companies and individuals around the world were anxious to get the answer right. Many of them found it in the products of a global company that has been a pioneer in the field since its establishment in Germany in 1935: Kärcher. Its distinctive yellow equipment for cleaning provides excellent results for a wide range of spaces and sites – from homes to industrial facilities to public spaces and culture sites.

Kärcher products stepped on the Bulgarian market over 30 years ago, but in 2011 the company opened a local branch. Its manager, Martin Vassilev, graduated from Sofia's prestigious German High School, Sofia's Technical University and the Faculty for Mechanical Engineering and Industrial Management in Karlsruhe Technical University. After that, he worked in managerial positions in Bosch and Renault. Under his leadership and thanks to qualities such as knowledge, adaptability, dynamism, flexibility and positive approach, Kärcher Bulgaria experienced rapid yet sustainable growth. Still, for Mr Vassilev his greatest achievement at the helm of Kärcher Bulgaria was the team that he built there. He believes that the formula of success includes perseverance, hard work, family support and going to work each day with enthusiasm and a smile on your face.

What inspired you to become Kärcher 's official representative for Bulgaria in the first place?

Thirteen years ago I was at a crossroads. I craved change and new challenges, I wanted to escape the alienating corporate world. I have given myself a couple of months to have some rest and to make some plans for the future. Then an opportunity appeared to start and grow a Kärcher company in Bulgaria. I knew that brand well and I definitely liked it. The first year was very hard. I started building the local structure alone, in a small office, with great enthusiasm and under direct supervision by Kärcher Austria. In a year, I travelled over 70,000 kms and met hundreds of potential and existing clients. The company's development should cover all possible directions: from retail to professional equipment and online sales. The decisive role for the success was played by the Kärcher machines, the creation of a local structure and the gradual expansion of the team. In the past five years Kärcher Bulgaria expanded its sales and employee volumes three times, a truly significant success.

Green policies are a priority to responsible companies today. How does Kärcher apply this philosophy in its activities?

As a global company, Kärcher pushes towards green policies. First, we have machines made of 100% recycled plastic; in some of them this makes 60% of the used plastic. By 2025, Kärcher will reduce by 21% scope 1 and 2 real emissions in its industrial and logistic location, compared to 2020. By 2030, further 21% will be reduced. We save energy and use sustainable energy sources to reduce our carbon footprint: Kärcher joined the Science Based Targets (SBTi) initiative by committing to fast reduction of emissions in the entire company in line with climate science. The initiative is a cooperation between the Carbon Disclosure Project (CDP), the UN Global Treaty, the World Resources Institute (WRI) and the World Wildlife Fund (WWF) and is one of the commitments of the We Mean Business Coalition.

By 2025, Kärcher will expand its system for management of scope 3 emissions and will make the carbon footprint of its products transparent. As part of our participation in SBTi, we commit to expand the scope of recording our emissions to include activities up and down the chain and developing goals for their reduction – because sustainability for Kärcher goes beyond the gates of our factories. We are already cutting emissions in transport logistics by constantly optimising our transport routes. Our global factories have already acquired 75% of the volume of purchases by regional suppliers located less than 1,000 kms from the production facility.

From 2021 onwards, all Kärcher factories in the world use green energy. We also developed packages in compliance with the environmental, social and governance (ESG) policy that not only protect the products but also reduce their negative impact on the environment. The innovative material is pea starch – a waste product. Kärcher's R&D division managed to create packages based on this component that are 100% biodegradable and water soluble. They are high quality and not only protect the products during transportation, but also provide optimal conditions for storage and presentation to the clients. The company's approach towards packaging is targeted towards innovations that improve sustainability, reduce impact on the environment and optimise transportation.

What was the most important managerial decision you took as the leader of Kärcher Bulgaria?

The Covid-19 pandemic was something absolutely new to us. We had to make fast decisions, often on the go. We did not have the time to panic, and we did not fire a single employee. On the opposite. For us, at Kärcher, the pandemic was an opportunity to grow. We had to adapt our business strategy and to change the manner and speed of decision making. In this time we grew our online business and logistics. We trained and requalified employees from our closed physical stores to serve our online operations and logistics. I believe that today we are more prepared for all possible situations. The fact that the past three years are our strongest in terms of growth shows that we made the most of the situation. We are now stronger, more confident and prepared than before the pandemic.

What does the Kärcher Bulgaria team look like? How do you keep them united and motivated for further achievements?

In 2011 I started alone. Today, at Kärcher Bulgaria over 75 people work in six physical stores all over the country. Our structure is divided in departments, the most populous is the sales one – salespeople and consultants in the stores, sales representatives, key account managers. Our structure also includes departments for client services, product service and post-sale maintenance, logistics, product management, trainings, marketing and human resources. Everyone is in their place. We continue to develop the skills of every employee by organising and providing different trainings. I am happy that in our team financial motivation is not the top priority. We motivate our team members with different options for growth, a good work environment, united spirit, initiatives and social activities that make them feel happy and valued. We strive towards building a culture of mutual feedback and keeping open communication. Our annual team building event unites the people in the different units and inspires them to feel as one whole, to work and communicate better as a team.

Where can we find Kärcher Bulgaria physical stores?

There are 10 stores in Bulgaria, divided in two types: six Kärcher centres with services, and four locations managed by our partners. Together, we cover Bulgaria's territory very well. At any moment our clients can get professional consultancy and impeccable attitude and service.

This year, we opened a new site in Pleven and expanded our existing store in Sofia. We plan to move our Plovdiv store to a better, bigger location. We are considering opening our own store in Haskovo and adding a second store in Sofia.

What is your competitive advantage?

We, at Kärcher, do not sell price promotions. We strive towards offering solutions based on professional consultation. We never sell for the sale's sake. We work to benefit the client and are at their disposal when they choose the equipment that they need. We provide after sales maintenance – both covered and uncovered by warranty.

Your product portfolio is exceptionally large. Can you point out the key products in it?

The backbone of our company are the pressure washers from the Home and Garden range. These products helped the company to grow, evolve and expand globally. During the Covid-19 pandemic clients rediscovered the steam cleaners for home use as they are the only ones of their type certified by the World Health Organisation (WHO) as capable of killing 99.99% of coronavirus. In the past couple of years we see growing sales of Window Vac equipment, yet another patented product of Kärcher. We also actively develop vacuum cleaning and floor cleaning machines, and our cleaning products are made in our Germany based factory.

Which Kärcher products are most popular with your corporate clients in Bulgaria?

There is a growing demand for car wash systems in all their varieties: from brush tunnel ones to self-service. This segment in business, along with our municipal equipment, is part of Kärcher's Special Business segment that has a huge potential for growth in Bulgaria. Green energy projects are all the rage in Bulgaria now due to the country's beneficial geographical location and climate. So we, at Kärcher, offer working solutions for cleaning photovoltaic parks and solar systems depending on their scale, location and constructive specifics. A couple of months ago we also presented Kärcher's first autonomous floor cleaning robot – KIRA. As cleaning companies continue to struggle with staff shortage, the machine has potential to replace cleaning teams. We also offer expertise, consultation and solutions for cleaning to all business target groups: hospitality and restaurant, industry, construction, healthcare, transport, logistics, manufacture, agriculture and farming.

And among individual clients?

Besides pressure washers, one of our most popular product groups are the dry-wet vacuums – these yellow machines that we use for all sort of tasks around our homes – during repairs, in the garage and the attic, after a party with friends, and in any other situation that requires serious cleaning. In the past couple of years there is also increased demand for battery driven machines that are the future in their segment – robots for cleaning, washing, battery-charged machines for the home and the garden, and air and water purifying systems.

What is your favourite Kärcher product that you use at home and why?

By all means, the pressure washer – it was the first Kärcher that I tried. I like our pressure washers as I am a car fan and everything connected to automobiles fascinates me. Our machines have many accessories that help you maintain your car, garden, exterior spaces, garden furniture, pool, stone surfaces and many more. It also has a rich range of accessories and cleaning products so that you can use this piece of equipment in countless ways.