SAJAMSKI RADIO - Ambienta 2

Guest Ambienta 2May 3, 2026

Ambienta 2

About this episode

What you'll hear in this conversation

The world of wood flooring, often perceived as traditional, is quietly undergoing a transformation driven by modern construction and shifting aesthetic preferences. This episode brings together two Croatian manufacturers, Pan Parket and Drvoproizvod, both dominant exporters navigating these changes. They reveal how a strong international presence informs their approach to the domestic market, from sourcing raw materials to anticipating design trends. Denis Kelava from Pan Parket shares how their export-heavy business sees domestic sales as a growth opportunity, while Stjepka Lešić from Drvoproizvod details her decision to leave a secure state job to join her family's fifty-year-old enterprise. Both discuss adapting production to meet the demands of modern homes and the surprising complexities of customer choice. Listen for how these companies are adapting their craft for today's homes, and what it means for any business balancing tradition with innovation.

Insights from the conversation

What to take from this episode

Pan Parket exports 97-98% of its oak flooring production, primarily to demanding international markets. For many Croatian manufacturers, the domestic market is a secondary opportunity, not the primary sales channel, offering a chance to grow where they are less established.

Denis Kelava notes that Croatia "doesn't have enough wood at home" to satisfy production capacities, necessitating imports. Even in a region known for its forests, scaling a manufacturing business means looking beyond local resources for raw materials.

Kelava compares treating a parquet floor to maintaining a new car, needing annual service, rather than expecting it to last 20 years without care. For durable goods, managing customer expectations about product care is as important as selling the product itself.

Kelava observes a shift in the domestic market from classic solid wood to engineered parquet, driven by modern construction and the rise of underfloor heating. Product evolution isn't just about innovation; it's often a direct response to changes in building practices and customer needs.

While the domestic market still prefers lacquered finishes, Pan Parket's export markets predominantly demand oiled parquet, a trend Kelava expects to reach Croatia. Export markets can serve as a forward indicator for domestic trends, giving manufacturers a head start on product development.

Stjepka Lešić left a secure state job at a university to join her husband's family business, Drvoproizvod. The most reliable growth signals in a family business often come from within, with family members choosing to invest their careers.

Drvoproizvod, a 50-year-old company, recently created new jobs, including one for Stjepka's niece, while other sectors reduce headcount. In established industries, adapting to market trends can lead to expansion and job creation, even when the wider economy struggles.

Drvoproizvod now offers over fifty ways to finish a single wooden lamella, moving far beyond traditional lacquered parquet. To meet modern customer demand for individuality, even traditional products must offer a spectrum of customization that once seemed excessive.

Customers often struggle more with choosing a finish color from the wide array than with the financial decision of which product class to buy. When product options proliferate, the hardest part of the sale shifts from price to helping the customer navigate choice.

Despite being strong exporters, Drvoproizvod aims to strengthen its domestic brand presence, seeing local recognition as a sign of future growth. A dominant export position doesn't negate the value of a strong domestic brand; it often highlights an untouched growth opportunity closer to home.

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Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution