Nominis podcast – episode 088: A new generation in family business
In Nominis episode 088, we talk about the challenges and opportunities of taking over a family business. Ivona Bačelić Bumbak, part of the new generation behind Bačelić d.o.o., shares how the company grew from a small store in Zagreb into a business with several branches, a webshop, internal education programs, and a clear plan for future growth.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, Marcel Majsan spoke with Ivona Bačelić Bumbak from Bačelić d.o.o. The story of Bačelić started in 1992, when Ivona’s parents, Danko and Kata, opened a small rented store in Zagreb with two employees. Over the years, the company expanded its physical presence, first in Zagreb and later outside the city, with the opening of a new branch in Rijeka.
The webshop was launched in 2013, which was still early for the construction and home improvement sector. At first, online orders were modest, but the channel became an important part of the company’s growth. Today, Bačelić is building its business through both physical stores and a stronger online presence.
Ivona joined the company after university, first working in finance. Soon after, she started contributing to marketing, branding, and webshop development. Over time, she became one of the key people behind the company’s digital presence and brand identity.
A large part of the episode focused on what makes Bačelić different from large retail centers. For Ivona, the answer is knowledge. The company invests heavily in employee education, internal knowledge sharing, and practical workshops through Bačelić akademija.
Knowledge is what separates a specialized business from a large retail center. Products can be copied, prices can be compared, but advice, experience, and the ability to guide a customer through the right decision are much harder to replace.
That focus on expertise is also visible in the company’s approach to customers. Bačelić wants people to get useful advice, not just products on shelves. This is why the company puts strong emphasis on service, kindness, and employees who understand the needs of professionals, craftsmen, and hobby users.
The company also went through a rebranding process after more than 30 years of business. The new visual identity included a refreshed logo, slogan, interior and exterior design, branded clothing, and even its own product line. For Ivona, brand identity is an important part of how the company presents itself and how customers experience it.
The generational transition has been gradual. Ivona, her sister Tea, and her brother Luka have all taken on different roles in the business. Their father is now less involved in daily operations and more focused on strategic guidance, while the new generation brings new energy, ideas, and plans for growth.
Ivona explained that taking over a family business requires patience, respect, and a deep understanding of the company from the inside. In their case, that meant learning the business through operations, working closely with employees, and gradually taking responsibility.
The episode ends with practical advice for anyone going through a similar transition: love what you do, understand the operational side of the business, stay grounded, work closely with employees, and include people in the company’s development.
You can check the video recording of Nominis 088 on the official YouTube channel of eCommerce Croatia.
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