<B>A marketing soldier</B>

Despite the economic difficulties, Star Knitwear has never stopped expanding. This is partly the result of the hard work of its marketing and merchandising…

Being in the management of an organisation at 22 is a big challenge. However, Dirk Robens met it when he was assistant manager in an import company. Star Knitwear was a sister company of Kaufhof, one of the major German department stores, where Dirk started his professional career. Born in 1965 in Düsseldorf, he grew up in Cologne where he did his primary and secondary education. When he left school at 17, Dirk began his training for three years in the merchandising department of Kaufhof.

Then he had to do 15 months’ compulsory military service. Discipline, team-spirit and flexibility were three main values Dirk learned through a “wonderful” experience. “I grew up psychologically in the army. I realised what discipline was. Moreover, I learnt how to develop friendly relationships. It was a great experience!” After his military service, he went back to Kaufhof for training in management for two years. There, he worked in three different regions, becoming more independent and responsible.

Dirk’s real professional challenge began in April 1989 when he landed in Mauritius with two suitcases without knowing anybody. He first worked for a local textile agency. In 1994, he ventured to the world of textiles. As Star Knitwear was expanding, Dirk was recruited to run the marketing department.

After almost 11 years at Star Knitwear, Dirk cannot hide his satisfaction with the company’s achievement. “Working in textiles is a great experience. There is a lot of pressure to keep up with the fashion side of the business and the fast turn-around on deliveries. But our factory can cope with those two factors. I think its success is due to the fact that we operate as a family business.” But, even if Dirk does not see it that way, this success can be seen as the outcome of his hard work. For this, he uses his communicative skills and friendliness.

Dirk speaks German, English and admits his interest in Creole. But this success would have been impossible without “a bit of luck”. “You need that bit of luck to prosper in your business. And I think we have been very fortunate with our customer base. But if we talk about the work the company I work for and myself produce, I must say we make a lot of effort. We try to take care of our customers as much as possible. We make sure they are happy and they get production-wise and quality-wise. At the end of the day, I have to sell to get results. I have to make sure that each year we sell our capacity!”

Dirk uses the several qualities he acquired elsewhere. The discipline and responsibility he learned in the army are some of them. Moreover, his passion for work pushes him on. “I have enormous responsibility to sell the capacity needed. I enjoy this responsibility. I am passionate about what I do. And I think this passion is a key to success. You must love your job to have success!”

Dirk does admit to some faults. Impatience is one as he sometimes tries to take two hurdles at a time in his work. When this happens, he soon realises he must slow down.

Apart from his work, which he considers a hobby, Dirk has two hobbies: playing golf and riding his bicycle. Despite his busy schedule, Dirk finds time to practise golf in Mon-Choisy, in a club for expatriates. But what he considers as more special than a hobby is spending time with his wife Salima (he married in 1994) and their three daughters: Sophia, Laura and Helena.

Where he stands today, he does not intend to walk away. In fact he wants to stay here to face other challenges. “Mauritius is now my home. I am committed to it as we are increasing the business further and I have a house almost completed. So I don’t intend to leave…”