Denis Tkachev: How OZ is Spreading Joy Across Belarus

Denis Tkachev, the CEO of the Belarusian company OZ, recently sat down with “City of Women” magazine to discuss his professional journey, the business landscape, and the current state of the book industry in Belarus.

From Manager to CEO: A Journey of Growth

Tkachev’s story at OZ began over 12 years ago when he started as a purchasing manager. His dedication and hard work did not go unnoticed, and he quickly climbed the corporate ladder. After four years, he was promoted to lead a department, and two years later, he became the deputy general director for procurement and financial activities. In 2018, he took the helm of the company LLC “Bringing Joy,” popularly known as OZ. His confidence in this role comes from his extensive experience, clear vision, and the unwavering support of his team.

Plans and Responsibilities

As the second CEO of the company, Tkachev had big plans for development and was ready to take responsibility for the entire company and its nearly 600 employees. His decision was driven by both common sense and emotional attachment, as he truly believes in OZ’s mission to bring joy and shares the brand’s core values: teamwork, responsibility, gratitude, development, and positivity.

OZ continues to expand its traditional product lines, which include books, stationery, and souvenirs, while also venturing into new areas such as cosmetics, haberdashery, and children’s goods. With a total of 11 product categories and a mobile application, they are also growing their retail network and delivery services. Their goal is to ensure that their mission and values are not just words but are reflected in their actions.

The Unexpected in Business Management

Over 20 years ago, OZ started as a “book” platform. Today, it offers much more than just literature. Modern OZ includes cosmetics, home goods, food, clothing, and more. The introduction of any new product group is always a challenge, requiring a deep understanding of customer demands, delivery conditions, storage, pricing, and other nuances, as well as a certain level of risk. Unforeseen circumstances, such as the pandemic, require a sober assessment of the situation to make the right decisions for both the company and its customers.

The Book Business Today

During the pandemic, people started reading more due to increased free time. For many, it was an opportunity to create a new reality, reassess perspectives, find inner peace, and simply enjoy a captivating story, unique writing style, and author’s stylistics.

The Phenomenon of Printed Books in the Digital Age

Books are more than just words on a page; they are atmospheric products associated with a range of sensations and feelings, including smell, tactility, aesthetics, memories, and the anticipation of meeting favorite characters or discovering a new favorite author.

Reading Habits and Preferences

Tkachev admits that he reads more business literature due to time constraints. Some of his recent favorites include:

“The Goal: A Process of Ongoing Improvement” by E. Goldratt
“Time Drive: How to Have Time to Live and Work” by G. Arkhangelsky
“Atlas Shrugged” by A. Rand

He also enjoys gifting items that bring joy to his loved ones, such as skincare products, sweets, and new fiction books.

This year, Belarusians have shown a preference for self-development, motivation, and personal growth literature. The bestseller at OZ was “You Are a Badass” by Jen Sincero, a book that teaches readers not to give up in the face of difficulties but to take control and move towards their goals. Other popular titles include:

“I Want and I Will: Accept Yourself, Love Life and Become Happy” by Mikhail Labkovsky
“The Richest Man in Babylon” by George S. Clason
“Think and Grow Rich” by Napoleon Hill
“Rich Dad Poor Dad” by Robert Kiyosaki

In the “Belarusian Literature” section, the first half of 2020 saw “Radziva “Prudok”. Diary” by Andrus Gorvat as the sales leader. With the release of the novel “Revolution,” Viktor Martinovich took the lead. In recent months, the popularity of the novel “Kalasy pad syarpom tvaim” by Vladimir Korotkevich has increased. Works by Svetlana Alexievich and classics such as Yakub Kolas, Ivan Melezh, and Yan Barschevsky were also in demand.

Product Trends and Customer Interests

The most popular items at OZ are books and stationery: pens, notebooks, pencils, etc. Last year, antiseptics, sweets, stress-relief pillows, and craft supplies were also popular. Seasonality plays a role, with parents actively preparing for school before September 1 and purchasing gifts such as souvenirs, cosmetics, and board games before the New Year and gender-specific holidays.

Future Plans and Goals

OZ plans to hold offline and online events in the regions, unexpected collaborations, and continue projects like “Boxes of Courage,” live broadcasts, and various marketing campaigns. They also aim to develop new product areas, courier, and contactless delivery services. The unchanging goal remains to bring joy to customers, partners, and employees.

Interview conducted by Margarita Dorozhkina

Photo: from personal archive