How did it all begin, what inspired you, and what was the initial idea?
It officially began 11 years ago, but a few years before starting the company, we started to intensely think about “what to do.” At that time, the global crisis had also hit Croatia so we were searching for ideas and how to proceed. We did not see the light at the end of the tunnel in the companies where we worked, so we were looking for new opportunities. And then, somewhere around 2012, we managed to secure some capital and simultaneously started a business with food supplements. We surrounded ourselves with good partners and with immense experience from previous companies set off on new ventures. Today, we are present in a large number of retail locations, in pharmacies and health food stores, and we also have about 10 international B2B customers.
What was needed from idea to realization?
We certainly had to be extremely cautious at the very beginning. Of course, we can’t say that we are careless now, but when you have only one product and everything is new without established customers, there is a great “respect” towards the unknown or rather a positive fear.
Given our previous work experience, we certainly had the knowledge in development and implementation, and that was a great relief for us. Without such background, we most definitely would not have entered the private sector.
In those early days, the hardest part was watching our savings dwindle while the business (still) did not grow fast enough. Everything needed to be financed in advance and we had to wait for the wheel to start turning. Simultaneously, we had to develop new products, devise approaches to customers, and seek sources of supply. Then there was the risk of payment, the risk of product shelf life, large minimum production quantities, and so on. Quite challenging.
What products do you offer today, and where and how do you market them?
The current assortment includes 25 high-quality products, available in a large number of pharmacies and specialized stores in Croatia and distributed in several countries. Our products range across dietary supplements for immune support, cardiovascular health, focus and memory, skin, hair and nail health, stress and insomnia reduction, bone and joint health, weight loss assistance, beauty and women’s health.
Our distribution is primarily done through wholesalers and direct customer processing but lately we’ve been investing more and more in online sales through our new webshop.
Are you satisfied with what you’ve achieved?
Absolutely. We can proudly say that in these 11 years of operation, we have sold more than one million units, and we have only discontinued one product (back in 2014; perhaps due to our inexperience).
Considering that the entire development, procurement, sales, and marketing concept takes place within the company, we have the ability to ensure our products contain high amounts of active ingredients, while at the same time being very competitive in the market and matching international players.
We are especially thrilled by the feedback we receive, both from end customers and from pharmacists or managers about the quality, effectiveness, and positive impact of our products. This has become an integral part of our mission and vision through our promise to end customers: “Top quality available to everyone.”
What are you most proud of?
The main feature of all our products is absolute quality. There is no compromise here. Ingredients must be verified, standardized, health-compliant, and the finished products are tested for pesticides, heavy metals, and microbiology in authorized laboratories.
For us, there is no better feeling than when a customer contacts us and enthusiastically says how our product has helped them. The average rating of independent reviews on our web shop is 4.91/5.
Is there anything else you would like to add… wishes, plans…
Recently, we were awarded the title of Best Web Shop in Croatia in the Best Analytics category by eCommerce Croatia. This recognition is a significant encouragement for us to continue expanding our business.
Although all of this may sound great, we must admit that we approach every new month with immense respect. Certainly, we would not have achieved any of this without an excellent team, both within the company and among our long-term partners.
There’s no giving up, always move forward while staying positive (although that’s sometimes easier said than done). As the famous quote goes: “A ship is safe in harbor, but that’s not what ships are for.”
Luminus Mod d.o.o.
Dankovecka 12, 10000 Zagreb, Croatia
www.HugYourLife.hr
info@luminusmod.hr
