High heels instead of sport shoes. No white socks instead of blue nylon stockings. Black business pants, instead of dresses for the tennis blouse, pinstriped — it is clear that this morning in Cologne, Maria Sharapova goes not on the Central court and on the field of business. This is the second day of the world’s largest international fair of snacks and sweets ISM.
And Sharapova, one of the most famous tennis players in the world, is on your own stand between wholesale trade of hazelnuts and Polish candy — my business idea: insanely expensive sweets in a chic package.
“Sugarpova” is the name she founded in 2012, the enterprise for production of fruit gummies, and more recently also chocolate. So far it seems like things are going quite well: in 2015, this firm, according to the us publication Forbes, has sold five million packages. News Agency Bloomberg writes that Sharapova on each bundle earns 1.10 dollar. The enterprise keeps business data safe even on request.
Products are sold in more than 25 countries, but in Germany according to the catalogue. The tennis Internet store you can find and price: one pack of fruit gummies is EUR 4.90 and the taste range from sweet to sour. With Jul of candy brand “Sugarpova” can be bought in German stores.
Last year, 29-year-old Russian was able to fully focus on your business. Because of allegations of doping it with January 2016 was suspended from the sport and will again participate in a tennis tournament in April of this year. To interview Sharapova at ISM in Cologne, column WiWo Gründer had to fulfil one condition: the conversation should be only about the firm “Sugarpova”, wrote before the meeting, her press Secretary, and in any case not on such themes as “dope, her love life, or Serena Williams” (the main competitor Sharapova — approx. ed.).
Well, let’s talk business!
WiWo Gründer: Ms. Sharapova, the tennis player or are You a business woman?
Of course, my biggest passion is tennis. But I love business since I was 17 years old. Then I won Wimbledon and made a lot of agreements is with international brands…
… which bring You a fortune: according to “Forbes”, You’ve earned so far about $ 285 million. Most of them make money from sponsors. What motivated You along with Your career to create your own business?
Many years ago I had severe shoulder injury, and I knew I would not be able whole life to play tennis, and to earn money. So I thought about how I prepare for life care field of tennis. Besides, I didn’t want to be just advertising for big companies and wanted to have my own firm where I was responsible for all 100%.
So in 2012, You invested in “Sugarpova” half a million dollars. Why have You created a confectionery company?
I’ve always been a gourmand and loved sweets. And during my trips around the world I found in confectionery Department, which is most of the packages of fruit chewing marmalade and chocolate look so that they quickly forget. I wanted to change this and create game design. Therefore, the packaging is minimally decorated but with the logo in the kiss.
Tell me honestly: how often do You eat sweets?
Once a week. And sometimes in the span of a little dark chocolate.
Most athletes are promoting food products that are considered particularly beneficial to health. Whether sweetness is Your image of a professional athlete?
To sell sweets was a radical idea. But, you know, and the athlete can sometimes afford to relax from all this discipline and be pampered. I would like to have my products caused such feelings.
The price for such a sense is quite high. Your chocolate bar will cost in the German market for more than three euros. In any shops You want to sell it?
We are currently engaged in contracts with traders. The first sales will begin in late April, when I will celebrate the return of the tennis tournament in Stuttgart.
In 2016, You had no right to play professional tennis and was able to fully concentrate on Your business. You were able to do for the firm?
Last year I primarily worked on creating and advertising new products. I have visited many factories and finally signed an agreement with Baron Chocolatier, a family company based in poznań. There is our chocolate and cocoa supplies Ivory Coast.
But the head of the “Sugarpova” are not You, but Your years of Manager Max Eisenbud (Max Eisenbud). Who makes the decisions at Your firm?
Very simple: because I pay my bills, I’ll accept every decision.
