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From Foundation to Roof and Beyond
DOM TRADE, based in the Gorenjska region, has been a trusted name in the builders’ merchant sector for over three decades, offering comprehensive solutions for home construction and renovation.Their slogan, “Everything for construction from foundation to roof plus renovation,” embodies their commitment to providing comprehensive solutions and ensuring customer satisfaction. The sale of construction material, ceramics, and bathroom equipment is their core business, complemented by home deliveries and customer service advice on the right choice of materials. The team advises customers on everything from building materials to specific products for the final phase of construction, as well as maintenance products for the home and garden.
The third generation of the family is now contributing to DOM TRADE’s success story. CEO Polona Tičar took over the company from her father Marko Hafner. Her husband Matjaž Tičar works in the company as Deputy CEO. In addition to more than 90 employees, their children Jan, Eva, and Nej are also involved in the company. Jan works in sales, while Eva and Nej, as students, assist on occasion.
We don’t want to compare ourselves with others. I’m happy that we get along well as a family and that we’re all proud of what we’ve accomplished.
In addition to their mother Polona Tičar and father Matjaž Tičar, their three children, Jan, Eva, and Nej, also help in the company.
Opening a builders’ merchant in their own home
The company’s story began in 1989 at the Hafner family home in the village of Žabnica. Marko Hafner, the company’s founder, had a background in the construction industry and recognised the need for a local supply of building materials. They converted their front garden into a warehouse, borrowed a forklift, and opened their own store selling building material, naming it Dom, which means “home”. They gradually expanded, bought plots around the shop, expanded their offices, and finally renovated the entire building. They also expanded their product range and added a ceramic tile store to their range of building material.
In 1993, the company was renamed DOM TRADE, marking the first major step toward establishing a reputable brand. Growth continued with the expansion of storage facilities and the opening of new retail stores. In 2000, they opened a retail store in Lesce, followed in 2011 by another one in Kranj.
The company is also a founding member and co-owner of the TOPDOM Group, formerly known as Mreža Trading. Initially, five entrepreneurs joined the group to secure better purchasing terms. Together, they purchased materials in bulk and offered their products at more competitive prices. DOM TRADE is now one of the 12 shareholders in the TOPDOM Group, which has emerged as the leading provider of construction material and ceramics in Slovenia.
Even while in high school, Polona and her brother helped out with the company. After completing her studies, Polona joined the team full-time. After her father experienced health issues, the entire family had to step in. “It was a life-changing experience. It taught us to take responsibility and handle various tasks. I think we managed quite well back then,”Polona recalls. She realises that the company is not just “sweetness and light”; it also requires a lot of responsibility.
“The company’s story began in 1989 at the Hafner family home in the village of Žabnica.
The family as the cornerstone of a successful business
DOM TRADE is a family business is the truest sense of the word. Son Jan, who is currently working in sales, initially attended a music secondary school. “We never pressured our kids to work in our company,” the Tičars emphasise. The parents felt it was important for the children to graduate from their chosen schools, be hardworking, and find success in their own endeavours. “We weren’t bothered that Jan attended music school first,” says Matjaž, who is nevertheless happy that his children eventually found their way to the family business. Daughter Eva and son Nej are still students. Eva recalls that her first job in the company was to sweep the store. “I don’t want to be part of the company just because it’s a family business, and I don’t want them to just ‘find’ a position for me. I want to contribute to the company,” says Eva.
In addition to family members, some of their employees have been with the company for more than 20 years, and the entire team helps to create a positive environment and ensure financial success. “You need to have people you can trust by your side, but you also need a well-functioning wage policy,” Matjaž explains. Polona adds that, like both companies, they have recently faced challenges finding staff for warehouse and logistics roles, though the situation is improving. “Gorenjska is a highly developed region. Kranj and Škofja Loka in particular are quickly developing in terms of industry and logistics, so it can sometimes be difficult to find enough warehouse workers,” says Polona.
“In 2011, they opened a sales center in Kranj. The goal is to remain the leading provider of building materials and ceramics in Upper Carniola region.
The family’s harmony is also reflected in the company’s decision-making style. They do not wish to compare themselves with other companies and families, but they take pride in their strong relationships and in the fact that their children have grown up to become satisfied and honest people. A culture of inclusion fosters mutual trust and helps the company to operate more effectively.
They have been a part of the TOPDOM Group, initially called Mreža Trading, since 1994. They joined the network of companies to simplify bulk purchases and offer more competitive prices.
“With over 90 employees across both sectors, they take most pride in their core team and those employees who have been with them for more than 20 years.
Sustainable projects
The company boasts long-term financial success, driven by its strategic leadership and ability to adapt to market demands. Polona explains that she and her husband are running a “long-term” business and have no regrets about their decisions as entrepreneurs. In 2024, the company employed 94 people, generated 25 million euros in revenue, and maintained stable growth. Sustainable projects like the Triangel Boutique Hotel are enhancing their social responsibility. A few years ago, they also completed a real estate development consisting of seven homes in the village of Šutna, just outside Kranj. The company also collaborates with educational institutions, offering young people opportunities for internships and training.Their goal is to remain a leading provider of construction material and ceramics in the Gorenjska region, and to provide a positive and comfortable shopping experience through its wide range of products, service skills, advice, and logistics. They also wish to ensure employee satisfaction, maintain a positive work environment and corporate culture, and deliver the best possible customer experience.
“After 30 years of business success, the family ventured into tourism in 2021. They opened the Triangel Boutique Hotel in Gozd Martuljek near Kranjska Gora.
Despite expansion, a personal touch comes first
The company’s plans over the next five years primarily involve the modernisation and expansion of its retail stores. Polona explains: “Our builders’ merchants are capital intensive, so renovating them is quite the financial burden. At the same time, we’re facing competition from e-commerce, which pushes us to adapt.” Despite this, they are driven by their desire to provide in-person advice and give customers the opportunity to see and feel the construction materials, which is often crucial.
They are currently planning the renovation of their retail store in Lesce, with plans to renovate the one in Žabnica afterward. They also want to develop new product ranges, strengthen their online presence, and further develop tourism as an additional sector. “It’s vital that we continue to develop our core business while training our sales associates to ensure they are well-versed in our products, sales techniques, and established business practices,” Polona adds. Their story is a testament to the fact that strong family bonds, innovation, and adaptability are key to achieving sustainable success in business.
Company name: DOM TRADE d.o.o.
Number of employees (2023): 94
Net sales revenue (2023): €25.6 million
Interviewees:
Polona Tičar, CEO
Matjaž Tičar, Deputy CEO
Jan Tičar, works in Sales
Eva Tičar, Student and occasional help at the company
Nej Tičar, Student and occasional help
Summary
DOM TRADE in a nutshell: tradition, responsibility, sustainability, family, quality