40 years of Pajak.
Desgin & functionality lider
INTERVIEWER: PIOTR TURKOT FOTO: PAJAK
The 40th anniversary of one of the most well-known and appreciated producers of down clothing and equipment is a great opportunity to talk about the beginnings of the company and its most important events in its history. Dark times of the PRL era, 1983 - Andrzej and Ewa Pająk decide to start their own company. 2023 - Pajak has iconic products, numerous awards, and bold collections to their credit. We discuss the history and current challenges with Wojciech Pająk, the managing director of Pajak.
Piotr Turkot (4outdor): Let's go back to 1983 in Poland. The dark times of the PRL era: gloom, hopelessness... And in Bielsko-Biała, Pajak is born. Where did the courage and idea to start their own business come from?
Wojciech Pająk: My parents, who were active athletes, came up with this idea. They were members of the AKN (Academic Ski Club) at that time and studied at the Gliwice University of Technology. As we know, there was a shortage of everything in those times, including sports equipment, hiking gear, and so on. My parents used to sew various things, like ski pants or even bell-bottom pants made from curtains. So, after some persuasion from a friend, my father decided to open a company and start taking a more professional approach to it. That's how Pajak was created and registered in 1983.
The company involved in equipment production required experience and skills in selecting materials, and as we know, sourcing raw materials was a major challenge in those times. How did they manage?
It was thanks to my father, who had various ideas. For example, he was a water skier and decided to make his own wetsuit. He obtained the patterns in a certain way, glued the individual neoprene pieces together - the adhesive was sourced from some chemical plants. He always felt comfortable in the sports equipment segment. This led him to dare to embark on such a venture.
After those beginnings, you started your adventure with down equipment. Did you collaborate with Himalayan climbers in the 1980s? It was, after all, the golden era of Polish Himalayan mountaineering.
It's not like we collaborated with Polish climbers during that time. My parents used to go to Nepal for treks, where they once met Jerzy Kukuczka. They established contacts that resulted in orders for down clothing, but our offerings were not specifically targeted towards climbers or Himalayan mountaineers. We primarily created products for tourists - that was the case for many years. Understandably, in the PRL era, there was essentially no promotion, and information about our company and its products spread through word-of-mouth marketing. The whole trade looked completely different. I even remember a situation: on a Sunday morning, a whole bus of Yugoslavians arrived in front of our apartment building, and they stood outside our door on the tenth floor to buy down jackets. Production took place in a cottage industry setup in our apartment. We were helped by a friendly neighbor who happened to be a heavy smoker at the time... Everything had its own PRL charm, so to speak.
The end of the 1980s marked the beginning of a free market and brought new possibilities. Pajak had to start operating in this new reality. How does this transformation look from a retrospective perspective?
We adapted very well to the new market realities. It was during that time that a solid foundation was laid for the company's future operations. The economic changes caused the market to absorb everything. My father came up with the idea of creating the famous 1 kg Bag sleeping bag. By the way, it's our best-selling product of the 40-year history, and no other Pajak product has sold in such quantities. We were sewing tens of thousands of these sleeping bags annually. This provided us with a solid foundation for the company's activities. It also confirmed that there was a significant demand in Poland for outdoor and camping equipment. This directed the company onto the right track and ultimately led us to where we are now.
The company has been operating for 40 years, initially, of course, your parents were responsible for the business, but since around 2003, you have been functioning as a similar team. This shows a certain kind of perseverance, calmness, and resilience. Tell me how you share responsibilities and projects?
First and foremost, we are a family-owned company, which sets us apart from larger firms or corporations. We strive to operate based on the overarching principle of making decisions together. Of course, there are times when disagreements occur. However, in such situations, we discuss and negotiate to arrive at the best possible solution. As for the company structure, let's start with the boss - my father, Andrzej Pająk, is the CEO. He oversees all financial and logistical matters. I am the Managing Director, responsible for the company's operations, project management, collaboration with new contractors, and maintaining Pajak's image. All key decisions in this regard go through me. On the other hand, Wojtek Kłapcia is in charge of the broad field of Research & Development. He handles all technological aspects of down production, including designing new products and sourcing materials. These are the three most important areas in our company. Some time ago, my brother Grzegorz also joined the team, and he was entrusted with creating the creative department.
For years, you have had your headquarters in Bielsko-Biała, specifically on Cmentarna Street.
Yes, we have been in this location for about 15 years. Before that, we had two other premises, also in Bielsko-Biała. You could say we are locally rooted.
Andrzej Pajak in the early 1980s - water skiing in handmade wets and during the akn club competition (academic ski club) photo: private arch.
How many people work at Pajak? Do you still collaborate with subcontractors?
We have a permanent staff of 25 people at our headquarters. We also collaborate with external companies that, under our strict control, handle specific stages of production.
You are considered one of the leaders in the down products segment. How does this industry in Poland fare when faced with foreign competition?
In terms of quality, the Polish down industry is at a very high level. We have access to the best raw materials in the world, especially when it comes to goose down. Another important aspect is the structure of companies in Poland. Many of them are small family businesses, just like Pajak. This allows us to have control over the entire production process, which takes place on-site. This makes it easier for us and other Polish companies to ensure quality. In this regard, we definitely do not lag behind global brands. On the other hand, we have a lot to catch up on, mainly in terms of marketing and operating in the open European market. I'm primarily referring to having a cohesive brand image, transparent and standardized trade conditions, and after-sales service, among others. This is an area where Polish brands have room for improvement.
Do you use a natural product, such as goose down, in your production? Over the years, there has been an increasing focus on animal welfare. Various certifications have been created to confirm these standards. How do you perceive this issue?
We have always placed great emphasis on animal welfare. Since Poland's accession to the European Union, we have been adhering to European laws that take a very strict approach to these issues. Every down producer in Poland and
Europe is obligated to comply with these regulations. Importantly, these regulations are often more stringent in terms of animal welfare than some certiications. Last year, we made the decision to certify our down with the Responsible Down Standard (RDS) because many of our external customers, both within the European Union and beyond, require this certification. It is usually a prerequisite for initiating business collaborations. Therefore, you could say that we are double-certified. We believe that there can never be too many safeguards of this kind. However, it is important to be aware that some of these certifications were established due to large companies producing down apparel and equipment in Asia. The creation of RDS, for example, was a response to the issue of the lack of information about the origin of down. In Poland, all the entities from which we source our down are RDS certified, so our decision to join this chain of certifications was a natural step. In summary, we have always had animal welfare in mind and we ensure that everything is clear and transparent.
Down is used as the filling, but you also need external materials for your products. Who is your supplier for the outer layer? Where do you source components for your most sustainable products?
When it comes to fabric supply, we have been collaborating with the Japanese company Toray for many years, as they are a powerhouse in this field. We have complete trust in the quality of their materials. This is important to us in the production planning process and waste management. As for components, In most of our products, we use YKK zippers. For plastic components, we collaborate with the Korean company Woojin. We also require ultralight, highly durable fabrics for our Radical sleeping bag line. In this case, we rely on the Japanese company Toyota, which produces the lightest fabrics in the world.
Design, technology, and innovation are the key principles and actions that are reflected in our products. Over the years, we have introduced numerous unique solutions into our portfolio. We take pride in several of them.
When it comes to limited collections, I must highlight the products that resulted from our collaboration with the Lange & Lange studio, namely the Anomaly collection. This unique collection was accompanied by a famous photoshoot on Mount Śnieżka. We are very pleased with this collaboration. The Anomaly collection gained recognition not only in Poland but also in Asia, where we have a significant market presence, and it sold very well there. Another collection that received significant attention is our current offering, also created in cooperation with Lange & Lange - CO_LAB. With such projects, we focus on implementing innovative solutions. Often, these endeavors may seem unreal at first glance, but through working with the design team and finding solutions, we realize the value in bringing them to life. The eventual success allows us to be perceived as one of the leaders in the field of design.
Unique projects and our involvement in EOCA (European Outdoor Conservation Association) and Polish Outdoor Group are elements that align with Pajak's philosophy. How would you define the mission of our company?
The core mission of Pajak is rooted in the love for nature and extreme sports. This overarching value is embedded in the heritage of the Pajak family, which gave birth to the brand and continually motivates us to expand our knowledge and skills in order to provide outdoor enthusiasts with professional equipment tested in extreme conditions. We aim for our products to be lightweight and offer optimal thermal protection, allowing everyone to feel safe and comfortable while pushing their own limits. Our headquarters and manufacturing facilities are located in the Beskid Mountains, and it is from here that we embark on expeditions to test our products in the wild nature, which we consider our home and a common good for humanity. Therefore, from the beginning, our approach and actions have been focused on inspiring environmental care. Our values also include authenticity, the pursuit of perfection through experience, empathy – carefully observing and listening to our users – as well as durability and beauty, sustainable development, and last but not least, enthusiasm. We cannot imagine our work without enthusiasm.
It is a value that makes everything we do give us satisfaction and pushes us to further exploration and further development. We are sure that it is enthusiasm that connects us most strongly with every outdoor enthusiast: climber, skier or surfer.
Pajak products go to enthusiasts and specialists. How do you see the evolution of consumer needs in the down segment? What do users expect from you? To some extent, these products are quite traditional, but they can and should be developed all the time.
We perceive the outdoor industry as relatively conservative. There are relatively few projects that introduce radical changes that later become the norm. Based on experience, we know that the outdoor industry relies on proven solutions, and that's exactly how we design our products. We can allow ourselves a bit of daring when it comes to limited collections, receiving feedback from the market to see if such unconventional solutions gain favor with customers. An example of this is our Ghost shorts, which initially sparked surprise and raised questions about their functionality. It was only during the pandemic when people began exploring their surroundings, actively spending time outdoors, and camping that they found a use for this product. Now, the Ghost shorts are a permanent part of our product range.
Several decades have passed behind you in a changing business environment. During this time, you have undoubtedly encountered many challenges. Which of them stuck in your memory the most?
I remember that a significant challenge for us was Poland's accession to the European Union. At that time, we faced the issue of competition and had to make crucial decisions. It was then that we decided to specialize in down products. It was a natural decision as we had access to the best raw material in the world. We decided to explore this niche, which later proved to be a wise decision. There was a period in our business when we focused on producing garments for other brands. We were still working on gaining recognition for our products in the open European market while domestic sales were declining. We had to rely on contract manufacturing. By working for foreign companies, we gained valuable know-how not only in producing down products but also in the realities of operating in the international market. This greatly influenced our perspective on the entire production process and how we establish cooperation with our key contractors. Paradoxically, during the pandemic, the demand for outdoor equipment exceeded our wildest expectations. It was a result of border closures and restricted tourist movement.
Everyone began to explore their immediate surroundings, cycling, taking walks, kayaking, and camping. There was a significant demand for outdoor equipment. Companies that recognized this trend in time and prepared themselves for increased demand experienced a period of prosperity. We managed to find ourselves among them.
Let's go back to 2023. How do you assess the current situation of the company? What are the challenges you face in terms of business factors? How do you view the second half of the year?
I assess the current situation of the company at a 7 on a scale of 10. We are experiencing year-on-year growth in orders, which is undoubtedly pleasing but also requires meticulous planning of supplies and production cycles. At the moment, we are strongly focusing on these two aspects. In Bielsko-Biała, we have opened a second branch of the company dedicated to stuffing, warehousing, and shipping all orders. This has allowed us to significantly improve a key element: delivery timeliness, which directly translates into financial liquidity. As for external factors beyond our control, such as inflation, we respond similarly to most of our suppliers by adjusting product prices.
Let's also talk about who you like to collaborate with. Who is your most important partner?
Our base of contractors is constantly expanding. We highly value the Asian direction, specifically Korean and Taiwanese markets, which are currently our largest sales markets. It's well known that cooperation with Asians has its pros and cons. We make every effort to ensure our relationships are exemplary, and we have been successful in doing so for several years now.
As for Europe, we are experiencing significant growth in France, where we managed to acquire a strong representative who puts in every effort to make Pajak well-known there. We have also been collaborating with an agent in Germany for several years, who has an in-depth understanding of the market and works hard on developing the brand in the country. One of our joint successes includes Pajak being featured in the offering of Globetrotter, the most prestigious outdoor retail chain in Germany. Recently, we have also initiated a collaboration with an agent in the Swedish market, and we are eagerly awaiting our first orders, hoping to make some noise in the north soon.
Now let's talk about Poland. Who do you collaborate with in the domestic market?
In Poland, we collaborate with 8a, Skalnik, and E-Horyzont. Our products can also be found at Sklep Podróżnika in Warsaw.
What do you have prepared for the jubilee year of 2023?
We have planned several limited-edition products related to the 40th anniversary, as well as a series of surprises included with orders on our online store. We are also preparing a service campaign for our products, but you will find out all the details through our social media announcements.
The interview with Wojtek Pająk was published in the latest issue of the 4OUTDOOR Biznes magazine, June 2023. The interview was conducted by Piotr Turkot, and the publication of this article on our website took place with the consent of the editors of 4OUTDOOR Biznes.