"The next phase was developing our own brands, with worldwide sales, by manufacturing, marketing and distributing products we identified," he added. "This is truly a global market and it's an even smaller one thanks to the Internet. So far we have Tenba and Induro in this category, and we're in 30 countries around the world."
"And speaking of the Internet," said Jan, "we're employing all the new and exciting marketing and PR opportunities that the Web offers. This includes video, blogs, Podcasts, Pay-per-Click Web advertising and a host of other tools we never used before.
Overall business has probably increased 20% percent thanks to this effort."
When asked what was the most challenging event in the company's 20-year history, Jan didn't hesitate. "Without a doubt the death of Henry Froehlich. He was my friend, my mentor and never raised his voice once in those twenty years. The whole photographic industry loved and admired him; a true friend and leader. He was a major force in growing this company over the last 20 years."
What about the next twenty years?
"Keep idenifying trends and the tools that will figure prominently, the ones that make sense" says Jan, "then market them with a carefully tailored approach, never forgetting who the boss is. The photographer."