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Damir Matijević
Episode · #252

VRIJEME JE ZA GOSPODARSTVO Damir Matijević

Guest Damir MatijevićHosted by Darko BukovićMay 3, 2026
About this episode
What you'll hear in this conversation

Damir Matijević describes his career as moving "from chimneys to beds" — a literal shorthand for nearly two decades at a major chimney system company, Schiedel, followed by his current role as CEO of Hilding Anders, a global leader in sleep products. What makes his story particularly striking isn't just this industry pivot, but that both roles, spanning a global career, have kept him within a half-hour commute of his home in Varaždin, Croatia. This rare blend of international leadership and local roots offers a counter-narrative to the common demands of a senior executive path. As the head of Hilding Anders for Southeast Europe, Matijević oversees the production of well-known brands like Hespo and Perfecta Dreams, with over 700 employees in Prelog. His perspective extends beyond the products themselves, touching on the strategic challenges of manufacturing in Croatia, the crucial role of local government support, and the nuanced art of brand positioning in a competitive market. Readers will consider how a deep generalist skill set can enable unexpected career transitions, the often-overlooked value of regional industrial clusters, and how to build a global business that remains deeply anchored in its local community.

Insights from the conversation
What to take from this episode
01
Damir Matijević describes his career transition as moving "from chimneys to beds," after nearly two decades at Schiedel, a chimney system company, to leading a sleep products multinational. His progression through finance, sales, and restructuring roles across different countries built a diverse skill set that allowed him to pivot to a completely new industry. The lesson is that deep generalist experience within one sector can be the foundation for leadership in another, even if the products are entirely different.
02
For a regional director overseeing a major multinational, Damir Matijević has an almost unheard-of commute: both his major roles at Schiedel and Hilding Anders have been within half an hour of his home. The ability to build a senior career without constantly uprooting one's life is a rare advantage, pointing to the value of regional industrial clusters that can foster local talent from early career to executive leadership.
03
Hilding Anders' strategy in Croatia wasn't just acquiring local brands like Hespo and Perfecta Dreams; it was integrating them into a larger manufacturing hub in Prelog, complete with intercompany production of mattress covers for other group companies. A successful acquisition isn't just about absorbing a brand; it's about finding ways for the acquired entity to serve the wider group, creating new revenue streams beyond its original market.
04
Hilding Anders employs over 700 people in Prelog, most in specialized production roles like sewing and mattress manufacturing. While the region has historically provided skilled labor, Damir Matijević notes that finding another hundred qualified workers today is "quite difficult." The challenge of scaling specialized manufacturing is no longer just about capacity or capital, but about the diminishing supply of precisely the skills you need.
05
The city of Prelog, according to Damir Matijević, actively supports industry and has become "a synonym and brand" for successful manufacturers in Croatia. Local government that understands and champions its industrial base can create a unique competitive advantage for businesses, beyond just tax incentives, by fostering a pro-business environment and talent pipeline.
06
Over 40% of Hilding Anders' output from Prelog goes to "sister companies" within the larger group, beyond its direct sales to the Adriatic region. This intercompany trade demonstrates how internal supply chains can be as significant as external markets, providing a stable base load for manufacturing even as local demand fluctuates.
07
Hespo's recent campaign, "Hrvatska mirno spava" ("Croatia sleeps peacefully"), directly links the brand's quality to its Croatian origin, celebrating 30 years of the brand. In a market often swayed by international names, anchoring a product's value to its local manufacturing heritage can be a powerful differentiator, turning provenance into a mark of trust and a point of national pride.
08
Hilding Anders actively defines distinct "pyramids of expectation" for its brands: Hespo targets a wide audience with value and broad assortment, while Perfecta Dreams focuses on premium quality, design, and a female demographic. Understanding the specific values and target audience for each brand, rather than just its product line, is essential for a coherent market strategy that prevents internal cannibalization and maximizes reach.
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