Paints in Ukraine Oikos presented since 1994. Anna Skalskaya, director of Oikos Ukraine LLC, the official representative office of the Oikos factory in Ukraine, tells about the features of the Italian manufacturer's materials and the company's success in the Ukrainian market.
PRAGMATIKA.MEDIA: How did the Oikos factory come about and why was production of environmentally friendly paints and finishing materials chosen as a key specialization?
Anna Skalskaya: The Oikos company was founded in 1984 by four friends in the small seaside town of Cesenatico, in the province of Emilia-Romagna, between Ravenna and Rimini. Back in the 80s, only wallpaper was used in interior design, as chemical paints were so caustic and harmful that their use in living spaces was unacceptable. There were no decorative materials, and no one focused on ecological materials and ecological production, not only in the world of chemical paints, but also in the production process in general.
Anna Skalskaya, director of the official representative office of the Italian factory Oikos in Ukraine
The idea of creating Oikos eco-friendly paints was born by Claudio Balestra. Being the son of peasants, Balestri spent a lot of time outdoors, constantly interacting with nature. The acrid smell of glaze and chemical solvents was unbearable for him. And he decided to follow the path of production of glazes created with the help of one solvent - water! This decision was not easy, as it required new methods of production and struggle with the deeply rooted idea that chemical enamel is synonymous with a reliable and durable material.
A paint formula was developed that does not contain solvents or environmentally harmful components. The product was tested and put into production. The market did not immediately understand and accept the new product. Water-based glazes, then still little-known, aroused distrust, but Balestry did not abandon his goal. It was decided to launch an advertising campaign, which soon bore fruit.
Oikos placed a series of billboards throughout the city that changed every month: first - a question mark on a white background, after a month - the phrase "The color can be clean". This is how Oikos intrigued people, gradually introducing them to the new company and new eco-friendly materials for interior design. It was a strong marketing move for the 80s.
The founders of the company were originally businessmen, not manufacturers. They studied the market, guided primarily by their intuition and the desire for their own children to grow up in a safe environment. They understood that something was needed to oppose the development of the chemical industry and became pioneers, innovators, which were later followed by many companies.
Oikos was the first paint and varnish factory that began producing products practically without chemical additives. In production, acrylate components are used (hence, acrylic paints), and water remains the only solvent. Background and decorative materials are made from natural raw materials. Cleaned sand, water from artesian wells, as well as industrial mineral waste, stone residues (travertine, marble), lime are used.
Oikos processes them and creates unique decorative and facade materials. On a constant basis, tests are carried out, vapor permeability is determined, resistance to abrasion is evaluated, etc. In the Oikos research department, a lot of work is being done on the creation of new binders with a very low impact on the environment. Oikos has respected the quality and environmental friendliness of its products for more than 35 years, and this fact remains unchanged.
Oikos Headquarters, Gatteo a Mare, Italy
There are no "chemical" smells at the factory. Moreover, some products have a very pleasant natural aroma - for example, the Ottocento line. Masters who work with this material always note this feature. Today, about 70 employees work at the factory, the production processes are so optimized that there is no need for a large staff. The factory is one and at the same time it meets the needs of the entire world market. Everything is automated, debugged, safe.
PRAGMATIKA.MEDIA: What product categories does the Oikos factory produce?
A.S.: Oikos has three main lines. Background interior paints with the widest palette (smooth, matte, glossy) for walls and ceilings, very opaque (cover the marker in one layer), resistant to various effects. They can be used even with regular disinfection of surfaces - Ultrasaten paint is used in clinics and operating rooms.
The second line is decorative materials: paints and stucco - Turks. No other manufacturer has such a wide range of decors as Oikos. These are textures imitating different types of stone, velvet, burlap, etc. By combining different Oikos materials, you can realize almost any idea and create an exclusive coating that will not be repeated by any competitor. It is not only about visual effects, but also about tactile sensations.
Oikos Laboratory, Gatteo a Mare, Italy
Touching Oikos coatings, you will not experience the presence of plastic or film, this is a truly natural surface. If the decor repeats the texture of the stone, then tactilely it feels like a stone. If this is the "velvet" of the Ottocento, then it is a soft velvet coating to the touch. Oikos is even associated by many with Ottocento, since material with such characteristics is only available here.
The third line — facade materials: siloxane paints, plasters. They are used both for the restoration of historical objects and buildings, and for new construction. These materials are resistant to environmental influences. The main task of Oikos is to create a product that in 10 years will look the same as today. The facade line is the pride of the company. We strive to ensure that facades with Oikos coating do not need to be renewed every three years, so research and development of each product takes a lot of time.
Dosage of the product by weight
The Oikos range of facade materials includes all the materials necessary to satisfy the needs of the market: paints, special primers that are colored, plasters with different grain sizes. All Oikos materials are environmentally friendly, water-soluble and made from natural components.
PRAGMATIKA.MEDIA: Tell us about the "Colour and matter" system, which appeared in 2011.
A.S.: The original idea of the company was to create an ecological product that would be very close to nature both in its composition and in the effects created with its help — imitation of natural materials: stone, tree bark, veneer, silk, velvet, metal, etc. there is "matter" created as natural and close to nature as possible. Since 1984, this has been the main vector of Oikos development.
The company does not invent any materials that do not exist in nature, but strives to ensure that the palette and tactility of Oikos correspond to natural analogues. The color palette is developed continuously, there are no extra or random colors in it. This is the work of a whole team of specialists — artists, designers, chemists. Oikos creates palettes that have a positive effect on people. "Color and matter" are Oikos, they are inseparable.
Oikos interior paints meet all the principles of ecological safety
In 1998, the top line Oikos — Ottocento with a velvet effect was developed. And by 2011, a full portfolio of products was formed. Based on the concept of "Color and matter", Oikos created a new decorative system that is now used by many companies. The result is a large collection of environmentally friendly decorative coatings capable of reproducing various natural textures on the surface, ensuring wear resistance and color continuity.
"Color and matter" is a set of colors and textures that works. When we hand over an Oikos fan to a client, he doesn't have any extra questions or desire to see other palettes. The palette is balanced and carefully selected, it does not have too many shades of the same color, as in other manufacturers - all for the sake of the client. Oikos is directed to work with color solutions and the tactility of its materials.
Anna Skalskaya, director of the official representative office of the Italian factory Oikos in Ukraine
I observe our customers, and the first thing they do when they enter the showroom is to touch our samples and tablets. When you touch our marble or travertine, you touch a stone. 80% of our clients come to us purposefully, they know what Oikos is, they know its quality. The natural components of our paints provide the tactility characteristic of natural materials. It is very attractive for the client to have a natural coating on the walls with such an effect. With our paints, you can create a safe space for children and adults.
PRAGMATIKA.MEDIA: Who directly develops the production of the factory? How are new lines of finishing materials, color palettes created?
A.S.: A lot of work is being done in the technical laboratory in Italy. Continuous technological and innovative research finds its expression in new conceptual solutions. Specialists, chemists, artists work. The search for new solutions is also carried out through active cooperation with designers and master decorators who are very sensitive to interpretations of color, matter and their relationship with surfaces.
When creating color solutions for the Tiepolo material, Oikos specialists collaborated with the famous architect Giulio Cappellini, resulting in a unique Moodboard palette. It should also be noted that Oikos works a lot with restorers. Like any company with a long history, Oikos has its own values and mission, which are expressed in the words: "We create the future while preserving the past." When a company grows, there is an opportunity to create value greater than the product itself.
At home, in Italy, Oikos is the undisputed leader, because all the materials produced by the company are suitable for the restoration of architectural monuments. Shades of the line of facade materials are maximally matched to the palette of historical buildings. In Turin, for example, almost all buildings were restored using Oikos products. The material is stable, high-quality, safe, meets the highest requirements and is ideal for preserving historical heritage.
Ecoprotettivo Legno, Oikos
PRAGMATIKA.MEDIA: How often do new Oikos products appear?
A.S.: New colors, textures or even new product applications are developed and produced in accordance with market trends, the needs of our customers or research and proposals of the internal research, development and innovation department. Development of a new product is a time-consuming process that lasts about a year. Today, Oikos is mainly engaged in the invention of new application techniques for existing products.
Oikos does not produce 5 products per hour. This could be 1-2 new products. But these are products that integrate into the existing palette or improve it. For example, the line includes calcareous materials that are afraid of moisture. To eliminate this shortcoming, Oikos developed a protective coating for its limestone materials, taking into account the global trend of matte textures. The coating was tested for a long time, but as a result, this product can be used even in wet areas of the interior. Thanks to this fundamental approach, the factory has been a leader in terms of quality and innovation on the market for more than 35 years!
PRAGMATIKA.MEDIA: How does the company approach issues of product safety and the production process? What certificates are Oikos products marked with?
A.S.: All Oikos products undergo strict internal and external quality control before being released to the market. Oikos materials are marked with European certificates ISO 9001 and ISO 14001. In Europe, not only the product is evaluated, strict requirements are imposed on all components of the production process. All major developers in Ukraine request European certificates, because they are a confirmation of high quality. Oikos has all certificates and patents.
Mineral waste is used to create decorative coated Oikos
Oikos coatings, for example, are already in many Ukrainian projects that are built according to BREEAM, and I am very glad that green construction is actively developing in Ukraine. Many developers aim to build according to this certification, and by using our materials, they get additional points. The developers who did one project with us no longer switch to other materials. In Ukraine today, there are already quite a lot of developers for whom the ultimate goal is sparkle in the eyes and happiness of clients. They understand that by using more eco-materials in their projects, they raise their status.
PRAGMATIKA.MEDIA: In addition to environmental friendliness, what other characteristics do developers value Oikos materials for?
A.S.: Today, we work with almost all major developers in Ukraine. And even a year and a half ago, this was not the case, because Oikos is known as a premium segment and at first glance seems to be an expensive material. Also, Oikos is primarily associated with decorative, not background materials, and this is another reason why there were no big projects with our participation before. When we started working with developers and builders, we turned to simple mathematics. For paint, its coverage and density are important - this is an indicator of quality. Our paints are very opaque.
Decorative coating Cemento Materico, Oikos
Calculating the cost per square meter with developers, it turned out that 10 liters of Oikos paint covers an area twice as large, and the total amount is much more profitable compared to other manufacturers, despite the fact that this is a premium segment. Based on this, we proposed dividing the lines for convenience, and the president of the company, Claudio Balestra, supported this idea: now we have project paints that can be used by any developer.
When our client-builders switched to eco-materials, a snowball effect occurred, Oikos turned out to be very popular. Our materials are used for MOPs, halls, elevator areas, stairwells, office premises, columns, spiral staircases, etc. And when the developer, listing the materials that were used, indicates Oikos, this is one of the important criteria by which clients judge about the quality of construction. I like to know that the level of housing, office, and home is evaluated based on our materials.
PRAGMATIKA.MEDIA: How is the Oikos company represented on the Ukrainian market?
A.S.: From 1994 to 2019, the importer Oikos worked in Ukraine, he developed a network of dealers, clients and worked with retail. In March 2020, a new chapter began - the company "Oikos Ukraine" opened as the official representative office of the factory. This was the decision of Claudio Balestra, the president of the company, as he wanted Oikos to participate in development projects. We do not have a task to be in all projects, but there is a global dream - "Oikos in every home".
We are not at war with anyone for the market, we have different business principles. We are more like a "blue ocean" than a "red ocean". Oikos has a high reputation in the world, and we proudly bear this title. A huge merit of Balestra and the previous team of importers is that their presence on the Ukrainian market has been stable all these years. Balestry always paid great attention to the Ukrainian market. Now we have big ambitious development plans.
Recently, a showroom was launched in Odessa, and at the beginning of the year, a monobrand salon was opened in Dnipro. In the near future, a salon will open in Lviv, and in a few months we plan to open in Kharkov. We have a network of dealers who are also certified and under our protection in terms of marketing, advertising, training, and product provision. The list of salons included in the network is presented on the website www.oikos.ua.
Decorative coating Kreos Ardesia, Oikos
Each of them has a certificate, confirmed annually by the company, certifying the status of an official dealer of Oikos in Ukraine. For me, the main value is people. I understand that I cannot help everyone, but the client is very important to me. I can track all over Ukraine where our certified product is and where it is not. But when a person is faced with some problems related to paint that he bought from an unknown place, I understand that he is not to blame - he wanted Oikos, and I try to help. We track counterfeits and fakes, we have a strong team of lawyers, we protect copyright and trademarks. We value the company's reputation and do everything to prevent ill-wishers from entering our ecosystem.
As a company, we are somewhat isolated. What do I mean? Everyone is chasing the "color of the year", participation in exhibitions - we do not have such goals. We have our own peace, our own values, our own clients, our own beliefs and our own vector of development. In two years, we have grown very strongly in Ukraine, built a serious dealer network, developed in the regions, in every major city - Kharkiv, Dnipro, Odessa, Lviv - showrooms are opening, not just salons or multi-brands, but separate buildings with beautiful offices more than 100 square meters m. These are companies that have shared the values of Oikos with us and are developing this brand in their region. In addition, there are many dealers in Kyiv and the regions who have been working with Oikos for more than 15-20 years.
PRAGMATIKA.MEDIA: What projects are you most proud of today?
A.S.: Since 1994, many landmark projects have been implemented in Ukraine with the participation of Oikos. This is the restoration of the Odessa Opera House, the Verkhovna Rada of Ukraine, and other important objects for the country. Active project work began with the arrival of a new team and the opening of an official representative office in Kyiv. Today, major developers work with us — Stolitsa Group, DIM, bUd development, SAGA Development, Kovalska.
We are primarily designers, we work with developers, builders, it is interesting to us, this is our environment, and dealers work with retailers and private clients. Each project is a whole story and our pride. The central office of the building development company was built using Oikos materials. In Vinnytsia, work on the decoration of the facade of the 14-storey premium complex of the Premier Tower residential complex with Biocompact 15 material has been completed - this is more than 20 sq. m.
Ottocento decorative coating with mother-of-pearl, Oikos
We also started work on the second phase of the Taryan Towers residential complex in Kyiv. With SAGA Development, we have implemented several projects: CHICAGO Central House, SAN FRANCISCO Creative House, SAGA Development office. Work has begun in the KANDINSKY Odessa Residence residential complex. An amazing project has been completed in Dnipro - the Dnipro Center for Contemporary Culture (DCCC). This is a unique space where thematic exhibitions and evenings are held. Stolitsa Group's central office is decorated with Marmorino Fine material. We are finishing the project with "Kovalska" — Crystal Park Tower premium residential complex.
PRAGMATIKA.MEDIA: What training programs do you have? How is interaction with Ukrainian architects and designers going?
A.S.: The president of the Oikos company, Claudio Balestra, had the idea to open a showroom in Kyiv not just in the format of an office and warehouse, but to create a space where a warehouse, office, showroom and training academy would be combined. "Oikos Ukraine" office is a location in which all four key components are successfully combined. Training is held at Oikos Academy at least once a month.
What does this mean? Since new products appear infrequently, but interesting design solutions are always developed, as part of the training program we present the technique of applying a certain material or combining several products. For example, a Tiepolo master class was held in October. The color palette of the Tiepolo material was developed in tandem with architect Giulio Cappellini and designer Vyka Siriopoulou. Tiepolo has been on the market for over a year, but not everyone knows how to work with it.
Similar master classes for masters of our dealers, designers, and architects are regularly held at the academy. On a permanent basis, we interact with designers and decorators who work directly with private clients. We consult and help choose materials, but we pass the final deal or any technical questions to the dealer, who is assigned to the designer and supervises his work. Today, there are seven dealers working in Kyiv - these are salons where you can come and choose any invoice, where they will answer all your questions and offer a range of works together with materials.
Oikos headquarters and factory, Gatteo a Mare, Italy
We conduct presentations of smooth paints, decors or facades for designers-architects in offline and online formats. We have a small team, but there are all the necessary specialists - a marketer, a freelance technologist who can conduct master classes and training seminars, he regularly undergoes training in Italy, consults dealers or masters if there are questions about applying Oikos materials, works with complaints, if such arise. Also, our team has a master decorator, she creates interesting combinations that show the possibilities of our materials, and is able to realize any idea. This is almost the same process that takes place at the factory, only our decorator does not create new materials, but combinations of existing ones.
There are not so many companies in the world that deal with decorations, and not only paint and varnish materials. Decor is more difficult to produce. Constant work is being done with existing products in search of a new effect. For example, the classic Travertino Romano coating can be given a shine with the help of the Imperium material, imitating metal, and get a completely new effect. It can be the shine of metal, rust, gloss, silk, velvet, the texture of denim fabric, and burlap — the possibilities are endless, while the safety and environmental friendliness of the materials is preserved. Many manufacturers have the item "rust" in their catalogs, but this is chemistry. We make rust from three of our materials and get a 100% eco-product.
PRAGMATIKA.MEDIA: How did the pandemic crisis affect the position of the Oikos company in Ukraine?
A.S.: Our history as a representative office of the factory in Ukraine began in January 2020, the official opening took place on March 5, and ten days later we and the whole country closed for quarantine. No one knew what would happen tomorrow. But 2020 was very successful for us. The crisis turned out to be a good springboard. We had time to analyze the market, create a good team, work out all operational processes, and debug the system within the company. And the fact that people, having found themselves in four walls in quarantine, discovered that they did not like their surroundings played in our favor. More than half of the population engaged in repairs.
Of course, the market of the middle and economy segments suffered. Those whose budget required economy-class materials simply stopped making repairs. Manufacturers, who previously focused on buyers with average wealth, switched to economy, started dumping and fighting for customers with small budgets. The middle segment sagged in the economy and was hit hard by the crisis.
As for the premium segment, our clients kept their level and budgets for repairs, we did not feel any loss in sales and we were the only ones in the CIS countries to exceed the plan, despite the crisis and all the difficulties. Within an hour, we found new distribution partners in major cities, opened showrooms, and began developing a dealer network. 2021 is more complicated, echoes of quarantine are strongly felt. But according to all prerequisites, the next 2022 should be more successful.
Interviewed Kateryna Oshemkova
Photo (portraits): Max Drobynenko
