Melanija Pavlović, director of JAF Serbia - Construction expansion is yet to come

At the beginning of October, the JAF company will open an exclusive multifunctional showroom in Nis, and the plan is to open several more branches in Serbia, Melanija Pavlović, director of JAF Serbia, announced in an interview for eKapija.

She believes that the expansion of construction is yet to come, despite the stages of stagnation. She notes that the furniture industry is undergoing certain transformations, as consumers are reducing their investment in new furniture during the crisis. But, as she says, every crisis comes and goes.

In an interview for our portal, she also reveals which products are most in demand on the Serbian market, which trends furniture designers suggest for this year, and why it is important for architects to develop managerial skills.

eKapija: As an international wholesaler of wood and wood products, JAF operates in 17 countries with 56 branches on two continents. What are the specificities of the Serbian market, where the company has been present since 2008?

- The JAF company is one of the top 5 importers and distributors of panel materials and wood products. Many years of stable position, fair business, a wide range of products and the motto "Always being close to customers-partners" is something that makes our brand recognizable on the market. In November 2019, we opened a modern showroom in New Belgrade, and in 2023, a distribution center in Nis, and for now we are present at three locations in Serbia - the headquarters in Nova Pazova, a showroom in New Belgrade and the distribution center Nis. In our showrooms, you can view samples of a wide range of products from our offer.

eKapija: Which products are the most sought after on the Serbian market?

- At JAF, you can find an exceptional selection of veneers made of various domestic, European and exotic wood species. The most important hardwood veneers are Oak, Beech, Ash, Walnut, Maple, Chestnut and Cherry. On the website www.veneer-world.com you will find over 12 million m2 of veneer, 190 types of wood and about 1.2 million veneer surfaces.

CORIAN mineral plates allow the creation of endless possibilities in interiors. JAF is a major partner of numerous European and global manufacturers of unicycles. The offer of decor and the structure of KAINDL materials make every interior design unique, high-quality and innovative, providing superior solutions for various applications. In particular, we highlight the OPTIMAT collection of universals, which uses innovative technology for surfaces without fingerprints.

In its offer, JAF has compact panels for facades and interiors, sanitary cabins and kitchens produced by ASD. Plywood is used in building constructions, but also for the manufacture of cars, trucks or airplanes. Due to the wide variety, plywood or multiplex boards can also be used for decorative purposes, where they are an important design tool for architects, designers and manufacturers: they are used as an ideal material for packaging, furniture, cladding, etc.

Facade profiles produced by Lunawood are 100% chemical-free. They are thermally treated exclusively with the help of heat and steam at a temperature higher than 200°C. Thermal treatment increases the stability of the shape of wood, reduces cracking, expansion and shrinkage of wood and increases resistance to rotting. The products are from renewable, PEFC certified Nordic forests.

eKapija: Would you say that construction in our country has already reached its peak or, on the contrary, expansion is yet to come?

- I think there is always room for expansion. Investors want to invest capital, cities are expanding, people need housing, office, warehouse and other space, so we have phases of growth and phases of stagnation, but we cannot talk about a complete stagnation of construction. I believe that expansion is yet to come, and this is evident from the announcement of numerous projects in the coming years.

eKapija: You are at the head of the JAF team since 2019. How would you sum up these five years, which have been quite turbulent for the whole world, from the pandemic, to political and military conflicts, to inflation? How much has all this affected the industry you operate in?

- We all implemented crisis management in practice during the COVID 19 pandemic. The crisis should have been recognized and responded to in a timely manner without panic. We managed to maintain business and step into two extremely successful years in 2021 and 2022, when the JAF company and the JAF Group recorded exceptional growth. The new crisis with the escalation of military conflicts has brought a slowdown in the market and turbulent events in the market in terms of prices of raw materials, delays in deliveries, deficit of certain products, slow placement of goods in certain markets or complete cessation of exports to certain markets. The furniture industry is undergoing certain transformations, as consumers are reducing their investment in new furniture during the crisis. When it comes to crisis management, you also have to take into account the pressure imposed by time, financial difficulties, the impact that crisis has on the consumer and many other stressful situations and factors. Every crisis comes and goes. In times of crisis, it is important to invest in marketing and be present on the market.

eKapija: Environmental protection, decarbonization, resource conservation, ESG standards are becoming imperative in all areas. What is the JAF doing on these issues globally and in Serbia?

- When you are part of a large corporation like JAF Group with a turnover of 1 billion EUR, you try to apply all global initiatives and standards at the local level. Companies are integrating sustainability into their business strategies to comply with ESG regulations and promote a future worth living. By implementing sustainable financial solutions according to the EU taxonomy, corporations benefit from cost savings, innovation and increased competitiveness. JAF Group managed to realize a 100% sustainable project with the help of RBI.

JAF Grupa AG ("J. u. A. Frischeis"), headquartered in Stockerau near Vienna, Austria, is intensively involved in sustainability and takes responsibility for the environment, its employees and society, thus working to implement its sustainability strategy by moving to renewable energy sources. Together with its subsidiaries, the Group invests in the construction of photovoltaic systems not only in Austria, but also at its locations in Slovakia, Romania, Croatia, Hungary, and Serbia. In addition to reducing our own energy costs, we are also able to sustainably reduce emissions and thus contribute to decarbonization.

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In architecture, it`s not enough to just know how to design

After the Faculty of Architecture in Belgrade, our interlocutor completed her studies in business administration (MBA) in the UK. When asked how many architects lack managerial and business skills, she answers that constant work, learning and improvement are necessary if you want to advance in business and in life.

- The architect must know the complete procedure, from negotiation with the investor, design, legislation, execution, financing, etc. in order to be able to realize the project. Many of my colleagues are also excellent managers, because it was simply not enough to just know how to project. Managerial skills are acquired through practical work, but also through constant learning and improvement. It`s all a matter of choice and perception, where you see yourself and what you want to achieve.

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eKapija: What trends will mark interior design this year?

- Furniture designers suggest the following trends for the year 2024: furniture made of darker wood, e.g. dark walnut or teak, as well as chocolate tones and coffee color. Next, custom-made furniture that fits your space and is always a smart investment. An extremely important topic nowadays is eco-sustainability, therefore furniture elements made from recycled materials, i.e. environmentally friendly materials, form a trend that will last. Interestingly, the trend of rounded edges and curved shapes continues in 2024. A palette of earthy tones, moss green, brown, cream, gray, burgundy are certainly recommended by designers to bring warmth to your home. Contrasts and some interior elements that give a unique touch to a space are always welcome.

eKapija: Apart from the announced opening of the showroom in Nis, what are the further plans of the JAF company?

- At the beginning of October 2024, we are opening an exclusive multifunctional showroom in Nis and we invite all our dear partners to visit us. The space covers more than 300 m2 and is decorated in style with all current trends. Visitors will be able to see the complete range of our products intended for carpenters, architects, designers, furniture manufacturers, investors. In our showroom in Nis, thematic presentations and trainings will be organized for all our partners during October, November, December, about which we will inform the market in a timely manner. The JAF Group operates in multiple locations in all countries. In Austria, JAF has seven branches. Our plan is to expand further on the Serbian market, and therefore we will try to open several more branches in Serbia after Nis.