A home-grown brand goes global

Dr Irena Eris Cosmetic Laboratories was established in 1983 by Dr Irena Eris, who began her company selling just one simple face cream. The company grew steadily in the 1980s, but only after the political and economic changes that occurred in Poland in 1989 was rapid growth possible.

Now, together with its sister company, Dr Irena Eris SPA Hotels, the Piaseczno-based firm employs 350 people and produces over one million units per month. Dr Irena Eris' products are sold in dozens of countries, as well as throughout Poland, where it has 20,000 retail-sales points and over 1,000 outlets for limited distribution products.

Today Dr Irena Eris Cosmetic Laboratories is a brand recognized by 93 percent of Poles and makes up approximately 13 percent of the face- and skin-cosmetics market here. It produces 300 different products in the budget, premium and dermo-cosmetics sectors. The company posted a turnover of zł.97.7 million in 2004 - significantly more than the 2003 and 2002 figures of zł.85 and zł.80 million respectively.

"Last year's growth in turnover was mainly due to an increase in exports as well as the creation of a whole new segment of body cosmetics," said Dr Eris. In 2005 turnover is expected to come in at around zł.102 million.

Foreign expansion

The company exports its products to 25 countries. The largest export markets are the United States, the United Kingdom, Russia, Germany, Lithuania and Ukraine, but Dr Irena Eris products can also be found further afield - such as in Tasmania or the United Arab Emirates. Two of the company's 25 Cosmetics Institutes are located abroad, one in Moscow and one in Bogota. Dr Eris says two further institutes, in Kaliningrad and Prague, might be opened soon, along with four new institutes in Poland.

In the UK, the company's products can be found in the country's largest cosmetics chain, Boots. Following a 40-percent rise in foreign sales, the company expects a further growth in exports. "We want exports to make up 10-12 percent of our turnover," said Eris. She also added that foreign expansion will be mainly directed at CEE countries Slovakia, the Czech Republic and Hungary. "Exports are our future. If we want to grow and expand, exports are the natural solution," Dr Eris explained.

The company is also eyeing expansion into Asia. "In January 2006 we plan to enter the Chinese market. We have great hopes with regards to this step," Dr Eris said.