We sat down with Matej Hajdinjak, the owner of 1001 Dar, to delve into his vision for the brand and explore his insights into the ever-changing world of retail.

INTERVIEW BY AKGÜN AKDİL

Can you tell us more about your company—its size, number of stores or locations, and your target market?

We are a family-run company established in 1989. We currently operate five shops located in Ljubljana, Maribor, and Celje. Our target market is the urban population, predominantly women. Our chain of shops, 1001 Dar (1001 Present), is widely recognized as a destination where you can always find an interesting gift.

What are the core values that your brand emphasizes in its product offerings? How do you choose the products that align with these values?

We search the world for new and interesting products that bring joy to life while being practical. From artisan wooden goods crafted by local makers to ethically produced hammock chairs from El Salvador, or even mass-produced items by trusted brands, we ensure our products are made ethically and with respect for the environment.

Who are your main customers? Are there any specific demographics or regions you focus on?

Our primary focus is the urban population. Given the nature of our offerings, women form the majority of our customer base. These are women leading urban lives, who are employed and appreciate items that can add a spark to their own lives or to those of their family and friends.

What are your thoughts on Italian design? How does it influence your product range and overall aesthetic?

We have always admired Italian design and have collaborated with Italian companies since the founding of our business. Between 2010 and 2020, we faced challenges in selling Italian products, but the trend has shifted. In recent years, we’ve seen success again with Italian-made products, whether it’s glassware, scarves, coffee makers, or decorative items.

How important is Italian design to your customers? Do you see it as a selling point, or is it more about the quality and craftsmanship?

Slovenian customers are well-acquainted with Italian style and design and generally value it highly, along with its craftsmanship. As a result, Italian design is an important selling point and adds considerable value in the eyes of our consumers.

What are your goals at Milan Home Fair this year? Are you looking for new partnerships, expanding into new markets, or showcasing a particular product?

The Milan Home Fair has done an excellent job in recent years of curating a compelling selection of Italian brands. Each year, we discover new and exciting suppliers. The fair strikes the perfect balance between size and quality, and the presentations and lectures always provide valuable insights into industry trends.

Are there any specific trends or products you’re hoping to see or discover at Milano Home?

I enjoy that the fair always presents a few surprising exhibitors, pushing us to think outside the box. These surprises enable us to offer our customers fresh and innovative products. This year, I’m also hoping to see more participation from larger Italian brands.

Could you share a curiosity or an interesting fact about your brand’s journey that others may not know?

At one point, we were selling Aladdin water bottles so successfully that we sold more in Slovenia within a year than any other European country. This achievement continues to inspire us to stay on top of trends and seize opportunities as they arise.

How many clients or retailers do you currently work with, and what are your aspirations for growth over the next few years?

Slovenia is a small market, which makes maintaining strong relationships with our loyal clients, suppliers, and consumers all the more critical. Our goal is to keep our family-run business thriving by staying informed about new product developments and adapting to the rapidly evolving retail environment.

From your experience, what advice would you give to other companies exhibiting at the Milan Home Fair? What should they focus on to stand out?

Attend the fair with open eyes and an open mind. Leverage the fair’s relatively small size to your advantage by engaging with exhibitors. And don’t miss out on the presentations and lectures—they provide excellent insights!

How do you view Italian manufacturing? What do you think sets it apart from other countries or regions in terms of quality or design?

Many Italian brands seamlessly combine design and craftsmanship, rooted in traditions passed down through generations. This unique blend makes Italian manufacturing stand out, adding value to their products and even making occasional flaws easily forgivable.

How do you envision your brand evolving in the next five years, especially with shifts in design trends and market demands?

Our focus will be on storytelling with a personal touch, both in our brick-and-mortar stores and online. While the ingredients for a compelling story will remain largely the same, our emphasis on design, the provenance of products (local and European production with high ethical standards), and environmental care will need to sharpen even furt