About this Video

• Video Title: La Fábrica #11 - Helga Yasci, dueña de Essen
• Channel: La Fábrica Podcast
• Speakers: Helga Yasci, Oli, Pedrito
• Duration: 00:44:20

Introduction

This podcast episode features Helga Yasci, owner of Essen, a renowned Argentine cookware company. The conversation traces the company's history across three generations, highlighting the entrepreneurial spirit of its founders and their innovative approach to business, particularly their unique direct sales model.

Key Takeaways

• Essen's Humble Beginnings: The company originated from Helga's grandfather's small aluminum foundry in Venado Tuerto, Argentina, starting with simple, custom-made items.
• From Quemadores to Cacerolas: Initially producing gas stove burners, the family later transitioned to cookware after a pivotal trip to the United States, where Helga's father discovered a unique design.
• The 3-Year Struggle and Breakthrough: Developing the new cookware design took three years, and initial attempts to sell them through traditional channels failed.
• The Power of Direct Sales: The company's success was achieved by adopting a direct sales model, utilizing demonstrations and word-of-mouth marketing. This led to a vast network of independent sellers.
• Essen's Evolution and Expansion: The company has grown significantly since its humble origins, expanding into several South American countries and adapting its sales approach to include digital strategies. Essen’s products have become highly desired household items, viewed as heirloom-quality and possessing strong sentimental value.

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