Poul Krogh studied business and started his career as a salesman for a company selling American partitions. His remarkable business acumen propelled him to the top post of CEO. However, his realisation that there was huge business potential in the demand for partitions was the start of the DEKO journey.
Personal Contact
Poul Krogh had always known that one day he would start his own company. In 1967, on the basis of his experience as a salesman and substantial knowledge of the partition industry and market, and at the age of just 26, the young business man decided that now was the time to pursue his dream.
His vision was to create a business that would be competitive in terms of precision, quality products and fast delivery. First of all, though, he had to establish his network. That took endless handshakes, impressive sales pitches and social engagement.
“Back in the 1970s, it was all about direct, immediate contact with people. Personal relationships were an advantage. They kindled mutual respect and trust, excellent collaboration and better access to sales,” explains Poul Krogh.
Dedicated employees, with as much passion for DEKO as himself, were also a must. At the time, DEKO started with a staff of just three diligent, highly-skilled carpenters.
Around the World with DEKO
Just three years after its start-up, DEKO had established contacts in Germany, Switzerland, Norway and the Middle East. So, Poul Krogh had to get used to keeping up with DEKO’s growth and to constantly keep his finger on the pulse. He knew that, if he slackened for one moment, it might have a definitive effect on the business.
As he says: “It’s frequently during periods of growth that companies come a cropper.” But having the right team to hold the fort back home enabled Poul Krogh to do what he does best: talk to people.
Even though 200 days of travel a year were gruelling, the unforgettable experiences and exciting challenges abroad also kept the businessman going.
“When selling abroad, it is vital to be able to adapt to the cultural norms and values you encounter in the world. You need to adapt immediately: not only in terms of discussion, but also to avoid treading on people’s toes.”
The Company’s DNA
Dynamism, commitment, quality and honesty were the company’s core values back in 1967, and they still are today. What sets DEKO apart is not only its values, but also its quality, design and, when it started manufacturing its own products, its lightning-fast delivery. According to Poul Krogh, they are what make up DEKO’s DNA. But that is not all.
“Highly-skilled, accomplished staff have always been a priority at DEKO, together with a healthy, positive workplace, where people stay for many years. There are employees who were here at the start who have been here until recently. That also says something about DEKO as a workplace,” he says with a wink.
The DEKO of Tomorrow
Poul Krogh was DEKO’s CEO for 30 years, after which he handed the company over to his two children. Peter Krogh has been CEO of DEKO since 1999, while Marianne Krogh Bremer is DEKO’s Chairperson.
The company has a workforce of approximately 300 employees, working in regional offices in the UK, Dubai, Malaysia, Lithuania, India, China and Denmark. Poul Krogh is grateful that the company is moving forward, and he is optimistic about the future of DEKO:
“Having the right staff is the answer. There are highly skilled people everywhere in DEKO today, so I have no doubt that DEKO has a bright future.”
For some years, Poul Krogh was Consul General of the Philippines in Denmark. Apart from DEKO, this was one of the most exciting jobs of his life. He held this post until spring 2019, and today he enjoys a peaceful, laid-back life selling French wines.
