Piran Asci, KoRo Drogerie: From Coincidence to 50-Million-Euro Food Brand

About this episode

From Cleaning Products Shop to Food Powerhouse

Piran Asci is co-founder of KoRo Drogerie – a company that today generates more than 50 million euros in annual revenue. But the path there was anything but straightforward. Originally, KoRo started in a completely different category: washing and cleaning products.

KoRo's original strategy was based on differentiation through damaged goods and bulk packaging. The company wanted to position itself in the market through this niche strategy. But then coincidence came into play – and changed everything.

The Coincidence That Changed Everything

Through a fortunate coincidence, KoRo's food division developed. This unexpected turn was so promising that the entire company completely adapted its strategy and focused on food. It was precisely during this crucial phase that Piran joined the KoRo team.

What particularly motivated Piran: He was genuinely enthusiastic about the products himself. This authentic enthusiasm for the company's own range would prove to be a decisive factor for his success at KoRo.

Pioneering Work in Influencer Marketing

KoRo did pioneering work in influencer marketing back then and gained considerable attention through it. At a time when influencer marketing was still a relatively new concept, the company recognized the potential of this channel and used it cleverly.

They have professionalized and perfected this then-new access to relevant target groups over the years. From the first experimental campaigns, a well-thought-out influencer strategy developed, which today is an important building block of the marketing mix.

What KoRo Focuses on in Influencer Marketing

The professionalization of influencer marketing at KoRo is based on clear principles and strategies. The team has learned over the years which factors are decisive for successful influencer collaborations and how to build authentic partnerships.

This expertise in influencer marketing has helped KoRo build a strong community and establish itself as a trustworthy brand in the food segment.

Piran's Path to KoRo: Co-founder, But Not Original Founder

An interesting peculiarity of Piran's story: While he is a co-founder of KoRo and bought shares in the company at an early stage, he is not the original founder of the company. His entry occurred at a strategically important time – precisely during the realignment to the food division.

This path shows that there are different ways to become part of a successful startup. Sometimes the right timing is just as important as the original idea.

Lessons Learned for Founders

The story of KoRo and Piran Asci offers several important insights for aspiring founders:

• –Flexibility pays off: The willingness to reconsider and adapt the original strategy was crucial to KoRo's success
• –Authentic product enthusiasm: Piran's own enthusiasm for the products was an important motivating factor
• –Early adoption of new marketing channels: KoRo's pioneering work in influencer marketing gave the company an important competitive advantage
• –Timing is crucial: The right time to enter can be just as important as the original founding

From the original idea in the washing and cleaning sector to a 50-million-euro food brand – KoRo's development shows that successful companies often look very different from what was originally planned.