Built from the ground up
Alexey Skryabin · Founder of Zollerz Group
I build and grow product brands.
For more than 15 years, I have connected market need, product definition, China manufacturing and the route to market - building new brands from the ground up and growing established product portfolios across HVAC, home appliances and professional beauty.
Selected brand relationships
What I have built and led.
Portfolio leadership
End-brand programmes through agency briefs
My role
I work at the point where a product becomes a business.
That means deciding what should exist, who will buy it, which factory can support the promise and how the range will make commercial sense. I stay close to those decisions myself - from the first brief through launch and growth. Some projects began with a blank page; others already had scale. In each one, my job was to make the market, product, manufacturing and commercial route work together.
Selected work
Projects I have built, led and grown.
BAUF · European HVAC
Building a new HVAC brand from the ground up.
I was one of the two people at the starting line, working alongside the CEO to turn the original idea into an operating brand.
What I led
Positioning, assortment architecture, manufacturer relationships, distributor development, team building and international exhibition execution.
My contribution
I connected the product, supplier and market decisions - and personally led our first exhibition before the team expanded.
What changed
BAUF grew into an international HVAC programme with a live range, a wider team, distributor partners and appearances at C&R Madrid and MCE Milan.
Electrolux climate systems · Portfolio leadership
Growing an established portfolio through product and commercial decisions.
As lead product manager, I owned positioning, assortment, pricing, purchasing plans, sales channels and expansion into additional markets for the residential air-conditioning portfolio.
RangePricingPurchasingChannelsMarket entry
The portfolio grew commercially and entered additional markets during my tenure. My responsibility was to make the range, price, purchasing plan and channel execution work as one system.
View product contextWüller Professional · Brand built from zero
Turning a market gap into a launched professional beauty brand.
I led the project from the blank page: competitive research, naming, positioning, product concept, manufacturer search, assortment development, launch materials and partner sales.
What I built
Naming, positioning, product concept, manufacturer relationships, assortment and launch materials.
What changed
A distinct professional tools brand reached the market with a coherent range and distributor route.
My contribution
I kept the original commercial idea intact from market research through factory production and launch.
Unique China Consult · Sourcing and delivery
Taking agency briefs to controlled China production.
I created and led the project direction for custom promotional products sourced in China. My role covered supplier search and negotiation, factory coordination, quality control and logistics - turning an agency brief into a deliverable product.
The work included large-volume promotional merchandise programmes delivered through agency briefs for end brands including:
How I make product decisions
I stay close to the choices that are expensive to reverse.
Start with the buyer.
I define the customer, channel and reason to win before looking at available models.
Build the assortment as a system.
Every SKU needs a role in the range, margin logic and launch plan.
Test confidence against evidence.
Supplier claims are useful only when samples, process and documents support them.
Plan beyond the first purchase order.
Pricing, stock, service, sales tools and replenishment belong in the launch decision.
Talk to me directly
Bring me the decision before it becomes expensive to reverse.
Share the market, category, supplier or range decision. I will help identify what is already clear, what still needs evidence and what should be decided next.