Kruno Šlogar
Episode · #477
POSAO I KUĆNI LJUBIMCI Krunoslav Šlogar
Guest Kruno ŠlogarHosted by Marijana MatkovićMay 3, 2026
Kruno Šlogar
About this episode
What you'll hear in this conversation
Kruno Šlogar left a secure corporate job at INA Maziva to start a pet treat business, Sneakers, with his colleague Anton Balat. Their decision to launch in mid-2020, just as the COVID-19 pandemic began, meant facing immediate, unexpected hurdles. But their ambition, coupled with a deliberate strategy to target specialized local shops and veterinary clinics over large retailers, allowed them to grow their brand across three countries within two years. This conversation explores how a focused approach to distribution and a deep understanding of market dynamics can build a resilient business, even when the world is in flux.
Insights from the conversation
What to take from this episode
01
Leaving a corporate job at INA Maziva, Kruno Šlogar and Anton Balat decided to launch their pet treat business in mid-2020, during the initial COVID-19 lockdown. The decision to start when many plans were being halted shows that personal ambition and perceived low personal risk (neither was married or over 30 at the time) can outweigh external market uncertainty when deciding to go solo.
02
Anton Balat's background as a breeder of Swiss White Shepherds, making homemade treats for his puppies, was the original spark for Sneakers. The business didn't start with a market study or a grand plan, but from a genuine, existing need and positive feedback from customers who received the donated treats. The most viable business ideas often emerge from solutions to problems you're already solving for yourself or your immediate community.
03
Sneakers intentionally avoided large retailers at launch, focusing instead on specialized neighborhood pet shops and veterinary clinics. This strategy wasn't just about product volume, but about payment terms: larger chains often have payment cycles that smaller businesses cannot survive. Sometimes, the 'wrong' partner is the one who can't pay quickly enough, not the one who buys less.
04
Smaller pet shops are more likely to promote products like Sneakers because they understand the brand's position and quality. To reciprocate, Sneakers provided these shops with promo samples to distribute to their customers. Building a strong distribution network with smaller partners means creating a mutual support system where both sides actively promote each other.
05
Kruno's father, a self-employed plumber, fully supported his son's decision to start his own business, with one condition: 'You have to be ready to work from morning until night.' This simple advice highlights that for those who have built their own ventures, the freedom of being your own boss is directly tied to an intense, non-negotiable work ethic.
06
Despite being in the dog treat business, Kruno Šlogar himself owns a British Shorthair cat. This personal detail shows that a founder's personal passion doesn't have to perfectly align with their product's target audience, as long as the business partner (Anton, the dog breeder) provides the necessary domain expertise and product origin.
07
Sneakers launched with a webshop from day one, but Kruno emphasizes that a webshop requires continuous investment, just like manufacturing. You must constantly pay for ads for people to see it and for it to 'pop up somewhere.' A webshop isn't a passive sales channel; it's a dynamic investment that needs ongoing marketing to stay visible and effective.
08
The initial viral spread of Sneakers came from friends and acquaintances sharing the news on their personal social media profiles, leading to early media coverage. This organic reach, rather than large ad buys, provided critical early momentum. The most effective initial marketing often comes from personal networks and the genuine excitement of early adopters.