Denis Tkachev: OZ’s Journey to Bringing Joy to People
Denis Tkachev: OZ’s Journey to Bringing Joy to People
Denis Tkachev, the CEO of the Belarusian company OZ, shared insights with “City of Women” magazine about his professional growth, the business, and the current state of the book industry in Belarus.
From Manager to CEO: A Journey of Growth
Tkachev’s journey at OZ began over 12 years ago as a purchasing manager. His responsibilities gradually expanded, and his professional achievements were repeatedly recognized by the management. After four years, he was offered to lead a department. 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 stems from his accumulated experience, clear vision of goals, and, most importantly, the support of his team.
Plans and Responsibilities
As the second CEO of the company, Tkachev had plans for development and was ready to take responsibility for the fate of the entire company and its nearly 600 employees. His decision was based on common sense and emotional attachment, as he sincerely believes in OZ’s mission to bring joy and shares the brand’s values: team, responsibility, gratitude, development, and positivity.
OZ continues to develop its traditional areas (books, stationery, souvenirs) and new ones (cosmetics, haberdashery, children’s goods, etc.), which now total 11, along with a mobile application. They are also expanding their retail network in the regions and delivery service. In essence, they are doing everything to ensure that the mission and values are not just a resounding declaration but also align with their actions.
The Unexpected in Business Management
Over 20 years ago, OZ started as a “book” platform. Today, it offers much more than literature of various genres and directions. Modern OZ includes cosmetics, home goods, food, clothing, and more. The emergence of any product group is always a challenge, requiring a clear understanding of customer demands, delivery conditions, storage, pricing, and other nuances, as well as a certain risk. Unforeseen circumstances, such as the pandemic, require a sober assessment of the situation to make the right decision 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 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, and “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, and books on wealth-building such as “The Richest Man in Babylon” by George S. Clason, “Think and Grow Rich” by Napoleon Hill, and “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
