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News 01 June 2006

Carving out his own niche

Harrie Niemeijer from Friesland, The NetherlandsHarrie Niemeijer came to Bulgaria a year and half ago, to set up a furniture factory for the Dutch company Bylsma in Lovech, under the name Belsma furniture EOOD. Having expanded as far as possible within the Netherlands, the company (which produces tables, chairs and cabinets) set its sights to Eastern Europe. They asked Niemeijer, who had previous experience working in countries in the region with his industrial IT company, to take part in the venture and he accepted the challenge.

Initially, Romania was chosen as the location for the new factory, but, says Niemeijer, they ran across problems trying to set up a business there. The move to Bulgaria came about by chance. Some colleagues were in Croatia at the time and they decided to meet up and visit Bulgaria. “We travelled around by car, and I thought: ‘hey, why not Bulgaria?’”. It offered the “opportunity”, the “place”, and the “people”. They found a suitable property and bought it from the old Balkan company. “I knew that I had about six months building time – that’s not a lot.” Then there were considerations such as licences, which are “very difficult to get here”, but Niemeijer was aware of this fact when he made the decision to locate the factory in Bulgaria, and remained undeterred.”I had a good feeling; it was just a feeling about the municipality Lovech which I was dealing with”.

Of the move into Eastern Europe, Niemeijer says that one of their biggest competitors in the future will be China: “For me it is a challenging start to beat the Chinese in the future and keep the factory in Holland through Bulgaria. So, the automation grade is high and our target is organisation by efficiency and logistics.”

As with the setting up of any new business venture, the initial organisation was challenging. “Imagine: you are a stranger and you are sitting in your hotel and organising everything from your hotel room or a terrace.” But, things progressed quickly. Construction started in October 2004. In January, they installed the equipment, and production started in March 2005. A year later, they had employed 80 people, which will grow at the end of the year to 120, and after that to more than 200.

The factory in Lovech produces cabinets and they have also started a special line producing designer furniture for Rietveld by Rietveld, family of the famous designer and architect Egbert Rietveld. “The family decided to introduce small quantities of licensed furniture onto the market. And I’m very pleased that we can do this here in Bulgaria.”

Belsma is still the only foreign investor in Lovech, where, he says, there are only two or three other big companies. “We are a small enterprise, we are not a huge company, or a big American company with 2000 people or whatever, and we also don’t want to be that. The nice thing is that I think they are happy with this and we are happy with them,” he says of their workforce. At the beginning, it was difficult to find experienced personnel, so they invested in intensive training programmes. Now, he says, this has paid off and things are running smoothly because people have more and more expertise, and rather than going to work abroad they stay – not just because of the salaries, but because of the work culture: “We are paying in the European way of paying – with taxes, sickness leave, only a maximum of 40 hours a week and holiday time.”

Niemeijer came to live in Lovech on a permanent basis a year ago. Before that, during the six-month construction period at the factory, he had been commuting between Bulgaria and Holland, spending 10 days in Lovech and four in Holland. This was heavy going – the travelling, the fact that he wanted to spend time with his three children – so they decided to move to Bulgaria permanently.

He even met his wife here, and they have been together for more than a year now.

Niemeijer is happy with his decision and has no intention of going to live back in Holland at the moment.

He says Bulgaria is somewhat of a “forgotten country”, in Holland. People go on holiday to Turkey or Greece, but the typical perception is that Bulgaria is very far away. When there is news about Bulgaria, in general it is negative, “about corruption, prostitution, criminals, you name it, and that’s a pity – so that’s the image, they think I’m only here in Sofia to party and that’s it”. But now, more and more of Niemeijer’s friends and colleagues are coming to visit and are pleasantly surprised.

Comparing the work ethics of the two countries, he comments how, under the old regime in Bulgaria, people would have jobs arranged depending on who they knew and that most important thing was to be present at the job, what you did was secondary. “And you see, after the changes, in a lot of Bulgarian companies, the people are still there and they don’t work eight hours a day, they work 12, 14, 16 , 18 hours a day, just doing nothing. I say, ‘yeah, if I had to work 16 hours a day every week, I also wouldn’t do anything anymore because it’s impossible!’ Let’s work eight hours a day – hard – and actually do something.”

The most challenging thing about life in Bulgaria is lack of communication in the business environment. “It’s really difficult to build up something. People have not learnt to communicate with each other, they are all kings and queens in their own area of specialty. With a project like ours you have 40 or 50 specialists not communicating and I think this is one of the biggest problems in Bulgaria. It is not at the high level, it is not at the working level, it is the level between,” he says. “For instance when I need maintenance on my power supply, I have to write a letter to everyone that we are turning off the electricity, but when one of these guys decides he wants do it himself, he just turns it off twice a week with no warning!”

Finally, there is the issue of corruption. “When we came to Bulgaria, we promised ourselves one thing: not to deal in corruption. If you do it one time, you are lost,” says Niemeijer. “And we are not doing it, I think that it is good for the country that there are many more companies that don’t give in to bribing, etc.” He says that they are lucky because they have a good working relationship with the municipality, which can provide backup and is not corrupt. However, “sometimes it’s very hard, we have had a situation two or three times where I really thought: ‘this is the end of the company because we are not going to pay, we have everything official and legal now’. I think everybody has to deal with it, but you don’t have to give in to it, “ he says.

However, this aside, Niemeijer enjoys the challenges involved with running a business in Bulgaria. “You are really an entrepreneur, you can really build up a company. Of course, there are a lot of rules and so on, and the law is changing every day, bureaucracy is enormous, but on the other hand it’s also a challenge to fight against it, to fight with it. In countries like ours, it’s already arranged and we have had all the experience, and you can see in Bulgaria they don’t, so they are looking, trying this, trying that. It’s nice to be in a system in which you have to be innovative, you must have strong nerves. In a positive way, it’s a struggle, a battle.”


The Rise And Rise Of Bulgarian Property

Anyone who has bought property in Bulgaria will tell you that the prices are so low, it is impossible to lose. Prices will continue to rise. The only uncertainty is by how much. And how long.

The Balkan country already has had 12 years of increases. And the National Statistical Institute reported in January that the average sales price per square meter for residential properties in Bulgarian cities had gone up 36.6 percent in the previous year.

But residential prices in Sofia still average only EUR 600, or USD717, per square meter, or USD66 per square foot. That is much less than the EUR 750 average per square meter in Bratislava, Slovakia; EUR 850 in Bucharest and EUR 1,500 in Prague, according to the National Real Property Association of Bulgaria.

Those numbers have pushed Bulgaria squarely into the real estate spotlight, attracting West Europeans lured by the current hot place for vacation homes and, to a lesser extent, for investment. And real estate agencies from small European countries like Ireland and Malta have opened offices in Bulgaria in an effort to expand their businesses.

Foreigners were involved in 23 percent of the 220,000 property deals registered in Bulgaria in 2005, transactions that totaled more than EUR 4 billion, according to the property association. The year before they generated 18 percent of all sales, or EUR 3.36 billion.

Overall, real estate is one of the fastest growing sectors in the national economy, which grew by 5.2 percent in 2005. Observers say that while the foreign interest certainly has not hurt, the country itself is producing much of the change.

"I don't think this kind of growth can be supported by international investors," said Milan Khatri, chief economist at the Royal Institution of Chartered Surveyors in London. "It must be driven by organic, domestic growth."

Much of the interest is linked to the country's expected entry into the European Union. Bulgaria and its northern neighbor, Romania - the two poorest of the former Soviet bloc countries in Europe - are on track to join the European Union on Jan. 1, 2007.

Construction costs, sales prices and incomes are all expected to jump after membership, fueling a "now or never" air of urgency among citizens and foreigners alike.

"If the prices are so low, people assume the prices must go up a lot, which means that the GDP and incomes will catch up with the EU average," Khatri said. However, he cautioned, "they may never take off."

At the end of World War II, 85 percent of Bulgaria's population lived in villages. Communism brought industrialization and blocks of Soviet-style housing, most of it concrete and all of it drab.

In the years after the collapse of communism, Bulgaria adopted a post-Communist style common to much of Eastern Europe: garish construction done quickly and cheaply, unmistakably meant to impress. But things are changing.

Deyan Kavrakov, a partner with Equest Investments Bulgaria and a specialist in luxury properties, says about two-thirds of the better properties being sold now are new construction, partly because renovations can easily be one and a half times as expensive as new builds.

Isolde Pringiers, an interior designer from Belgium who moved to Sofia with her husband and two children in 1998, said, "Some of the best work is now being done by interior decorators who are going into building."

"They are traveling, they subscribe to the international magazines, they are very well informed," Pringiers said. "They go to the Milan Fair to see what's going on. They have much more of a sense of space and how you live."

When she bought her house in 1999, there was far less to choose from than there is now. She searched for months before finding what she described as a house "with a spirit." It was built in 1939 by a German architect, and she fell in love with it and renovated it.

Kavrakov said he finds affluent professional Bulgarians in their 30s - the first generation to reach adulthood after communism - are developing a taste for modern minimalist interiors with integrated high-tech systems: blinds, air- conditioning, audio systems, security and lighting. "There are excellent examples in the area of contemporary modern style with more space," he said.

While Bulgaria is stable politically and economically, with protection for the rights of property owners, the regulation of the public space outside a home is chaotic. Urban planning is very much a new concept. "You don't know what's going to be next to you next year," Pringiers said. "That's the scary part."

Also, the rental market is in its infancy. The rate of home ownership is one of the highest in the world - more than 90 percent - so few Bulgarians rent. Foreigners who are thinking of investment, or who are planning to help finance the purchase of a vacation home by renting it when they are not using it, should first think about how to find tenants.

The property market is linked to tourism, one of Bulgaria's largest industries even during the Communist era, when attracting Westerners was seen as an effective way of getting hard currency into the country. Much of the current growth along the Black Sea, for example, has its roots in those times.

But now, according to Orlin Vladikov, chairman of the national property association, green spaces are being preserved and the country's policy makers have learned "not just from bad experience but also from best international practices."

"It's not easy," Vladikov said. "But it's happening."


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