AJM group

Unstoppable entrepreneurial spirit 

In 1990, husband and wife team Janez and Marija Ajlec established AJM in Kozjak nad Pesnico, as a joint venture with two Austrian partners. Despite social and economic changes and the collapse of the common Yugoslav market, the entrepreneurial team believed in their company, which began with eight employees. Today, AJM is an international company employing 190, selling its products in key European markets as well as in Russia, Japan and Korea.

The company's success did not come as a surprise; it was built on entrepreneurial experience dating back to 1972, when Janez and Marija tried their hands at running a catering business and operated two restaurants and cafes in Germany. However, they longed to return to their homeland and after a few years sold the business to generate start-up funds for a new venture in Slovenia. Once home, Janez imported machines from Germany for the construction sector and over the next 13 years he successfully pursued a career in civil engineering. However, his entrepreneurial spirit could not settle in this particular business: “While I was looking for a new opportunity, I heard about plastic windows. I visited a nearby showroom across the border in Austria where, for the first time, I saw white bi-fold windows with shutters. I immediately felt that this was a product that could be successfully marketed in Slovenia.” Initially he established a sales agency and later decided to start his own production, which allowed the marketing of windows at a lower price. Together with other family members he founded the company and named it AJM, after the initials of the three partners’ surnames. 

Despite the company’s successful performance, due to the uncertain situation in Slovenia in the early nineties, the Austrian partners decided to withdraw. As a result, Janez gradually passed on the family’s company share to his daughters: first to the eldest Monika, and then also to Jasmina and Julija. “So we became a family business with no external owners. We were among the first family businesses in Slovenia. The late development of entrepreneurship is to blame for the fact that today, family enterprise is not as developed in Slovenia as in the rest of the world. Abroad, there are family businesses with centuries-old traditions, including successful multinationals. However, I am glad that this is slowly changing and family businesses are also increasingly gaining ground in Slovenia. There is more discussion about family businesses which is probably because as a rule, these are successful companies that are currently undergoing the transfer of management from the first to the next generation,” explains Janez and adds that family businesses are also among their major foreign suppliers. 

Every third window is exported

“I believe that our success is partly due to the fact that I have always respected the competition, business partners and customers. I cannot stress strongly enough how important good customer relations are for our business. Their satisfaction is our first priority; it is for them that we are trying to develop ever-better products,” says Janez, explaining what drives the development of his company, adding that due to this philosophy they are today among the leading development companies in the industry, at home and in Europe. Today, their annual turnover is over €20 million. The company produces a wide range of joinery products from different materials including windows, blinds, balcony and front doors and a wealth of accessories, all in a package that includes professional installation.

Today AJM is a highly export-oriented company, as every third window is exported to foreign markets. In future, they intend to increase this percentage even further. In addition to Slovenia, they are present in the Austrian, Italian, Swiss, German and Croatian markets. In all of them except Germany, they have their own subsidiaries promoting sales and development. The most complexproducts are sold to Russia, Korea and Japan.

The decline in the construction sector in 2008 was also felt by AJM and the company was forced to write off high debts to construction companies. Since then, the stability of the company has been strengthened with the introduction of new activities and investments. “We are focused on complete energy-saving improvements to buildings, and today we offer comprehensive solutions, which in addition to energy-efficient windows, cover the entire building’s insulation. Over the years, we have also invested in our first housing project – the Habakuk low-energy residential settlement at the foot of Mariborsko Pohorje. Due to the quality of building materials, this settlement is above standard, which has also been quickly recognized by customers. To ensure the long-term existence of a business, it is important that you are seen as an innovative, high-quality and reliable supplier of joinery,” says current Director Trivo Krempl, interpreting the company’s sales strategy.

The transition to the second generation 

“AJM is a family business that operates as such and this is the key to our success,” emphasises Trivo. This is not only because family members manage the company, but also due to the fact that family life and values are fully integrated into the business. Dividing private and business life is probably something that is most difficult to achieve in a family company. However, in AJM they see this as an advantage, with many business solutions coming to light while they are socializing as a family and not as employees.

A few years ago, the second generation of the family - the three daughters and their spouses - took over the running of the business. The company transition into the hands of the second generation took place gradually, since the daughters, who were aware that at some point in the future they would have to take up the company reins, began working in the family business during their student years. They gradually became familiar with all aspects of the business and were given increasing responsibility. Today, Monika is responsible for company finances, Jasmina takes care of sales in foreign markets, and her partner Danijel is in charge of development and the IT department. The youngest, Julija, took over as director of assembly, while her husband Robert is responsible for production. Monika's spouse Trivo Krempl, previously in charge of sales, has been at the helm of the company for three years.

“I feel it is very important that family members, as managers of the company, constantly communicate with each other and their employees. Of course they know that both Janez and I are available at any time when they need help to resolve a dilemma, but otherwise we let them manage the company independently,” says Marija, commenting on the cooperation between the younger and older generations, while Janez adds that nowadays he much prefers being in the company of his seven grandchildren. 

Prudently along the planned route 

The family emphasize that finding the right balance between the tendency for rapid development and the company’s borrowing policy is the key to successful development of a family business, and the latter should never threaten the company’s long-term stability. During the crisis in the construction sector, this policy proved to be particularly prudent. It is this philosophy that has allowed them in recent years to strengthen development and launch a number of new products.

Maintaining its status as the leading player in the production and sale of joinery in the region is the primary goal of the company for the future. They intend to achieve this by investing in the development of innovative products and launching at least one new product onto the market each year, also strengthening their presence in existing foreign markets and penetrating new markets. This is how Julija summarizes the company’s vision: “The future of AJM lies in its constant development, as this will enable us to maintain our position as a successful family business with its own innovative products.”