Building Structure Without Losing Soul
How StudioSzel Turned Growth Into a System
In the heart of Transylvania, surrounded by forests of pine and oak, there’s a furniture company that doesn’t just build furniture — it builds community.
StudioSzel (formerly Szelmob) is a €7 million family-owned manufacturer employing over 160 people in the region. Their furniture travels far beyond the Carpathians — to homes in Romania, France, England, and Germany — yet the company has kept its feet firmly planted in its local roots.
But what makes this story remarkable isn’t just craftsmanship or growth. It’s how a family managed to create structure without losing their soul.
The Family Behind the Factory
At the center of StudioSzel are Gábor and Annamária, husband and wife, partners in both life and business.
Gábor leads production with the quiet authority of someone who knows every machine by sound. Annamária oversees sales, marketing, and finance — a natural strategist who balances ambition with empathy.
When she called me, her message was clear:
“We’ve grown so fast, but we need structure. We need to make sure our systems and processes keep up.”
And that’s how our collaboration began.
Step One: Redefining Focus Through Growth Hacking
We started where we always do — with sales.
For two months, we worked through the Growth Hacking program, deconstructing their sales process step by step and mapping the Lead-to-Cash flow. Together, we built a shared vocabulary, clarified priorities, and redefined what success looked like.
By the end, it was obvious: they didn’t just need advice. They needed Fractional Management — leaders embedded in their daily rhythm to turn strategy into execution.
Step Two: From Vision to Execution
From that moment, Béla and I became part of the StudioSzel management team.
I focused on Sales and Marketing, leading:
The rebranding — new name, new logo, new identity: StudioSzel.
The product catalogue redesign — better structure, modern look, easier navigation.
The website architecture and flow — clear, intuitive, and aligned with the new positioning.
The sales dashboard — making performance visible, measurable, and actionable.
Meanwhile, Béla took over Production and Operations — the area where growth meets its toughest test.
The Challenges of a Manufacturing Environment
When companies scale fast, production doesn’t always grow in sync. Processes that once worked start showing cracks. Systems that once supported the team begin to slow it down.
StudioSzel’s production line was efficient — but not always aligned with business goals. They had data, but not always the right data. Some weeks there were too few indicators; other times, too many — none truly pointing toward decisions that mattered.
Meetings often focused on reporting what happened, rather than solving problems or forecasting what’s next. And the team — talented, loyal, deeply committed — needed more hands-on management, clearer routines, and a shared system for improvement.
That’s where Béla stepped in.
Step Three: Simplify, Question, Optimize
As Fractional Manager for Production, Béla’s role wasn’t to add complexity — it was to remove it.
He simplified workflows, clarified responsibilities, and helped the team focus on key performance drivers rather than endless metrics. He questioned old habits, introduced visual management, and built a culture of structured problem-solving. Most importantly, he created space — for dialogue, accountability, and better decision-making.
Now, the next phase begins:
introducing Lean Six Sigma training to the production team, giving managers and team leaders the tools to continuously improve efficiency and quality. Because sustainable growth isn’t about working harder. It’s about working smarter, together.
Step Four: The Results So Far
A year into our collaboration, StudioSzel looks and feels like a different company:
A brand and identity that reflect both craftsmanship and ambition.
A website and catalogue that express clarity and confidence.
A sales and marketing system that finally speaks the same language as production.
And a production floor where efficiency, visibility, and collaboration grow every week.
But perhaps the biggest achievement is intangible:
the team’s mindset.
There’s a new rhythm, a new clarity, and a shared pride in how far they’ve come.
What’s Next
Nothing flashy. Nothing dramatic.
Just the same, steady, meaningful work — week after week.
Two days a week, you’ll find us in the factory:
falling in love again with the scent of pine and oak, with the rhythm of machines, with the craft that travels from Transylvania to castles and city homes across Europe.
That’s the real beauty of this work.
It’s not just about systems or dashboards.
It’s about helping a family business become what it was always meant to be: strong, transparent, and timeless — just like the furniture they build.
That’s #CastleLife in its truest form.
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