“Changing life” book published in November 2002 and written by Marie-Pierre Noguès and Anne Claret-Tournier.

Leaving far away

Karl Strepkoff exported his small company to Japan

Karl Strepkoff has always been attracted to business and to foreign countries. High school student in Caen (France), he organizes a business of polo shirts and watches. It is during a trip to Hong Kong, where his father works, that he discovers the huge amount of available Asian products and their very low costs. After his return to France, Karl makes sure to receive parcels filled with items « Made in China » that he sells to his classmates who were very happy about his initiative. “I just wanted to earn enough money to buy a stereo, he argues. But I found out that I was doing well and, after my high school graduation, I decided to go to a preparation school in order to enter a business school.” After getting prepared,  Karl enters ISG business school which offers a second year in various foreign countries. At the end of his studies, as intern within Philips, the young graduate refuses the job that was offered to him.  “Irealized that career progression was extremely regulated. I did not want to enter a system which was not rewarding enough the trying hard people”, he explains. Logically, Karl decides to open his own company with a friend. “We did not have a specific project, he remembers, But as we both liked very much Thailand, we decided to import silk accessories in order to go regularly to this country.” « Soie coquine » was created in 1989, but the enthusiasm of the 2 young entrepreneurs is soon facing administrative realities.  “Just after the company opening, we received invoices from the governmental unemployment insurance and from the retirement authorities, although we had not started working”, notice Karl. During some years, the 2 partners tried to develop their business, selling their silk items to retailers and department stores. After 4 years, Karl gets the impression to stagnate. The company is making only 150.000 Euros turnover, and the 2 partners take a miserable salary.  “I was spending my time running after the payments of the clients, it was not what I had hoped” In 1994, the office and stock room of the company experience a large flood damage that destroys all the stock. Karl throws in the sponge and decides to leave France for going to Japan. “Because my girlfriend, Japanese, whom I met during my studies, was living there. But also because it was quite far from France !”’

“Japan is less penalizing than France for young entrepreneurs.”

In 1994, Karl is flying to Asia, without regret. He wishes to keep on Soie Coquine activities in Tokyo,  but first starts as a salaryman. Nonetheless “salaryman” is a big word. "I went to see the employer of my girlfriend, who was working in import-export, and I offered him to work for free, the time to get trained and profitable”, explains Karl. This is this job which enabled him to get a first resident visa in Japan. For 6 months, the young French does not get any salary, but his boss authorized him to live in his office. Karl therefore keeps on importing accessories made with Thai silk for his Japanese employer. After two years, he feels that he is ready to open his company, with his Japanese friend as new partner. “Here, the environment is much less penalizing than in France for entrepreneurs, he rejoices. It is quite simple to open a company. One can for example domicile his company at home without deadline. Work laws are flexible, less demanding for the small companies than for the big ones. And the administration waits until a company gets profitable to ask for legal payments.”     

In 6 years, Soie Coquine activity evolved. Karl discovered the potential of the market of promotional items. He abandoned silk in order to produce can handles or traveling bags having the logos of large corporations.  The company, which employs four salary people and makes 1.5 million Euros of turnover, made its place in the promotional field. “Here, you need a lot of time to get credibility, explains Karl. Foreign companies must be patient the first 5 years. After that, the doors start opening, and business gets easier.” Today, Karl works with very big accounts, like Coca-Cola, Avon or Pernod Ricard. The young man struggled because he appreciates living in Japan. “Although I like Japanese culture, the most important thing for me is the relaxed rhythm of life in this country. Here, you never feel aggression. Surprisingly, the business atmosphere is more emotional than in Europe. One should be patient but, once trust is there, one keeps an advantage in comparison with newcomers. At such a point that the risk is to fall asleep !” According to Karl, future is in Japan. Even if most of his friends are Westerners, and not Japanese. “Wehave different ways to get fun, humor is quite different”, he regrets. Separated from his girlfriend, he is living in a big apartment in a nice Tokyo district. He makes a lot of tennis and is going to high-end clubs that are very useful for his business. However money is not his motivation for running.  "I make enough money, but I reinvest all my profits in the company”, he recognizes. What he likes, this is the daily adventure of his company. “I am trying to be creative, to always look for the good idea that will work well. I am having fun eventually !"

What is the most difficult for you ?

"Not to have good cheeses available ! It is one of the few things that you can not find in Japan, although the country has clearly opened itself for the last few years. I miss also cultural activities. So I buy books and French DVDs via Internet.”