Constancy brings success

Company founder Jirˇí Trnka actually came upon the pet supplies segment by chance in 1991. Up to then he sold groceries and came across the Canadian dry food line “Banner” for dogs. The first containers were shipped across the Atlantic and the extruded pet food was something completely new to the Czech pet market at the time. Jirˇí Trnka quickly recognised the up-and-coming pet supplies market in his country and sought out further product lines for his still small company, including Trixie in the accessories segment. He extended the range of dry food too, adding the “Kiddo” line from the Dutch company Pet Food Service to it. The growth in annual sales underlined the fact that Jirˇí Trnka was on the right track with his concept, and in 1998 his one-man business was eventually turned into Askino s.r.o. The extensive flooding in the summer of 2002 hit the warehouse in Prague, causing damage amounting to CZK 5 mio (approx. € 202 000), but the Askino team took advantage of the misfortune to modernise and optimise the company. Today Askino is one of the biggest pet product wholesalers in the Czech Republic. It is a regular supplier to approximately 600 dealers throughout the country, delivering goods from 5 000 m² of warehouse space in Prague, Brno and Ostrava. Customers are looked after by five sales representatives. Their orders are dispatched to the nearest warehouse, turned around within three days and transported to the customers on the company’s own trucks. Strong brands From the outset, Jirˇí Trnka wanted to stand out with the brands that he chose for his wholesale company. He began with Trixie in 1994. The entrepreneur collected the first order, value DM 2 000 (approximately € 1 000) in those days, in person from Flensburg. “Chicopee” from the Canadian firm Harrison Pet Products was the next big brand to come into the company five years later. Together with Trixie, this accounts for the majority of sales by Askino, followed by Animonda (Germany), Flexi (Germany) and Nederma (Netherlands). Other suppliers in Askino’s range are Monge (Italy), De Haan Petfood (Netherlands), Marchioro (Italy), MPS (Italy), Möl (Netherlands), Interzoo (Poland) and Sum Plast (Poland). Askino’s total sales in 2009 came to over CZK 160 mio (approx. € 6.5 mio). 44 people are employed by the company. Own pilot stores Like most wholesale companies in central Europe, Askino operates its own chain of pet stores. Jirˇí Trnka wanted to have a platform on which to present his own brands…