Elem6: Angol interjú

Elem6 has already been present on the market for more than 10 years. How would you describe the company’s journey so far and your main achievements in the CEE region? 

Over more than ten years on the market, we have gone through significant development – from a small distributor to a company that now manages several brands across multiple countries and successfully brings them to markets throughout Central and Eastern Europe. We continue to expand our product portfolio and explore new categories – this year, for example, we launched the entire LAMAX PLAY kids’ electronics range. 

Our philosophy has always been to deliver modern, affordable, and reliable solutions for everyday life, whether in home electronics, audio, or lifestyle products. Thanks to this approach, we have gradually built a strong position among both consumers and partners. 

We consider the building of the LAMAX brand to be one of our key achievements in the CEE region, as it has become a leader in the action camera segment and has significantly strengthened its position in audio as well. The TrueLife brand, on the other hand, has established itself in dental care, hair care, and baby care – we are particularly proud of our sonic toothbrushes, hairdryers, and baby monitors. 

Today, we cooperate with major retail and online partners across markets, from the Czech Republic and Slovakia to Hungary, Poland, Slovenia or Croatia. This enables us to react quickly to trends and grow together with our customers throughout the region. 

You mentioned step-by-step brand building. What are the key pillars of elem6’s long-term strategy, and how does Hungary fits into this picture? 

At elem6, we know how to turn brands into successful brands and products into successful products. Step-by-step brand building, ensuring solid foundations and long-term resilience in a highly competitive environment, is the core of our long-term strategy. We rely on four main pillars – high-quality and innovative products, tailored and comprehensive marketing, strong aftersales services, and robust distribution. In particular, marketing is a key focus for us this year and the next, and we plan to significantly strengthen our activities in this area. 

Every new product we bring to market must have a clear added value and a tangible benefit for the customer. We place the same emphasis on communication – it must be authentic, modern, and tailored to local needs. 

We see Hungary as a very important part of this story. It is a market with great potential where we are already achieving strong results – for example in action cameras and audio. Our goal is to further strengthen the position of LAMAX, TrueLife, and Lauben, expand our distribution channels, and at the same time build trust among local customers. For us, the Hungarian market is not only important on its own, but also as a gateway to further opportunities in the Central and Eastern European region. 

How do you position your portfolio brands — LAMAX, TrueLife, Lauben — in terms of target groups and market segments? 

Each of our brands has a clearly defined role and target group, ensuring they complement one another while covering the key segments of the market. LAMAX speaks primarily to active and young-at-heart modern consumers who are looking for stylish and affordable electronics they can rely on for entertainment, leisure, and lifestyle — from action cameras to audio products and kids’ electronics. TrueLife focuses on health and personal care, targeting both families and individuals who seek high-quality, dependable solutions for everyday wellbeing. Lauben represents a more premium brand in the category of smart home appliances, especially kitchen helpers, appealing to customers who value design, functionality, and elevated user comfort. 

With this positioning, we are able to address a wide spectrum of consumers while maintaining the distinct identity of each brand. This approach prevents overlap or internal competition within our portfolio and instead strengthens the overall power of elem6 as a partner that can deliver modern solutions across different areas of life. In Hungary, as well as throughout the broader CEE region, we see great potential in the combination of these brands, as together they create a balanced portfolio that responds both to current market needs and to long-term trends. 

In the Czech Republic, you recently sold over 100,000 150.000 electric toothbrushes in one year, and even had a campaign selling more than 1,000 sous-vide sticks in one week through influencer marketing. What do these milestones tell us about consumer behavior and elem6’s strengths? 

We have always aimed to deliver the best products in the segment of more affordable brands. Specifically with sonic toothbrushes, we have been achieving this goal for several consecutive years. In the Czech Republic, we are the third best-selling brand on the market, right after Oral-B and Philips. 

This year we introduced the latest TrueLife SonicBrush Clean70 UV range, which TrueLife had been working on for almost a year and a half. It is their most advanced line of toothbrushes, fully developed and designed in-house. The Clean70 UV range is outstanding in terms of performance – it features improved SonicTrue technology, a three-level pressure sensor with LED indication (SmartPressure) on the back of the handle, so users can see in the mirror whether they are applying the right pressure. Excessive pressure is the most common user mistake when brushing with an electric toothbrush. In addition, it includes UV sterilization that eliminates bacteria and ensures 100% hygiene. The surface is finished with a SoftTouch coating, so the toothbrush doesn’t slip in the hand and feels pleasant to hold – something you really have to try for yourself 😊. At the same time, this surface gives the brush a premium look and feel. Another excellent feature is the “wake-up” mode, which automatically activates the toothbrush light when picked up. We also added a 2000 mAh battery, delivering up to 70 days of use on a single charge – up to three times longer than most competitors. 

The brush charges via USB-C, so there’s no need for bulky charging stations. For the first time, we also introduced a bolder color option – lavender, which will soon be available on the Hungarian market. 

The UV sterilization case lasts up to a month, making the toothbrush perfect for travel. We equipped the case with a lithium battery that powers the UV sterilization cycle, which automatically activates when the lid is closed – meaning the case does not need to be plugged in. 

We also developed three types of brush heads – Standard for everyday cleaning, Sensitive with ultra-soft bristles gentle on enamel and gums, and Whiten with layered bristles and a special fading blue color (also present on the other heads) that indicates wear. For the Whiten head specifically, this feature is quite unique on the market. 

The Lauben sous-vide stick has been one of our key products for years. In response to evolving consumer behavior, we cannot ignore the trends our customers are looking for and demanding. That is why this year we launched a new Smart model, which can be easily controlled via a mobile app. 

And I believe this is where our real strength lies. It is crucial for us to listen to the market, start development and design early enough, and launch the right product at exactly the right time. 

In Hungary, LAMAX action cameras are already market leaders by volume and LAMAX is the 5th biggest brand in BT audio. What factors do you think drove this success? 

We see the success of our cameras as the result of long-term work and the courage to follow our own path. We started on the market with the TrueCam brand, which in the Czech Republic became almost synonymous with dashcams. However, in January 2025 we decided to discontinue the distribution of this brand, as consumers increasingly associated quality and innovation with LAMAX. Consolidating all activities under one strong brand allowed us to communicate more effectively and fully leverage our marketing potential. 

A key factor has also been our focus on affordable quality. From the very beginning, our goal was to offer products that combine reliability, modern features, and appealing design at a price accessible to a wide customer base. This is especially important in Hungary, where consumers are highly sensitive to value-for-money, but at the same time look for brands they can genuinely trust to deliver. 

Another factor contributing to our success has been, and continues to be, our distribution strategy. We actively cooperate with major retail partners and e-commerce platforms, which enables us to bring our products closer to consumers and provide them with reliable service and support. Thanks to this wide availability and a well-thought-out pricing policy, we were able to quickly increase sales volume and secure the position of market leader in action cameras in Hungary. 

Finally, the success of LAMAX cameras is also rooted in the values of the brand. From the very beginning, LAMAX has been positioned as a brand that supports an active lifestyle, youthful energy, and the drive to explore. This aligns perfectly with the action camera category, which is not just about technology, but about capturing experiences and life’s special moments. Consumers have built a relationship with LAMAX that goes beyond the product itself, and that is exactly why we have managed to succeed not only in the Czech Republic but also in the Hungarian market. 

How do you see the Hungarian market today — in terms of opportunities, challenges, and consumer trends? 

I still perceive the Hungarian market as highly dynamic, with great potential for our products. It is one of our key export countries, consistently delivering double-digit growth for several years in a row. Each year we succeed in introducing new categories to the Hungarian market, which for me personally is a great indicator that we are moving in the right direction. 

Considering macroeconomic factors and the global environment, consumers are still looking for products that combine good value for money while also being very open to innovation – especially in categories such as audio and personal care. A major opportunity in Hungary is the growing importance of e-commerce, which allows new and smaller brands to establish themselves quickly. At the same time, I see it as essential to adapt both marketing and communication to local preferences. 

You are expanding strongly into the small domestic appliance (SDA) category — dental care, hairdryers, kitchen appliances. What are your main goals in this segment? 

I’ve already spoken quite a lot about TrueLife dental care – it is one of the most important categories in our entire portfolio, and we truly love our dental products! 😊  

When it comes to TrueLife hair care, specifically hairdryers, we know we’ve brought very high-quality products to the market at an excellent price. These products quickly reached top positions in the category rankings of the biggest players, and the number of units sold exceeded even our own expectations – in fact, in the hairdryer category we were out of stock several times, which was, of course, a little less pleasant 😀. The next steps are clear – new models and additional products are already on their way to further expand the entire hair care line, and we are confident that this positive trend will continue. 

We also have our heroes in Lauben kitchen appliances. Just to illustrate – in the category of electric pots alone, we sold tens of thousands of units last year, which I consider a very strong result for a smaller brand. Our rice cookers are highly popular and rank well globally, while the Sous Vide stick is our best-selling product in social commerce, and we have strong expectations for the new Smart model as well. 

Lauben is a beautifully designed brand, a true synonym for healthy cooking – which is a worldwide trend. The brand’s positioning around healthy cooking is exactly what we intend to continue developing as we expand the portfolio further. 

The LAMAX kids range is also growing. Could you share more about your vision for this category, and what kind of products Hungarian families can expect? 

It’s truly close to our hearts, as many colleagues at elem6 have young children who, of course, became the very first testers. The LAMAX PLAY kids’ electronics line is another key category within our portfolio. 

Our vision is clear: we want to create products that are fun, safe, and at the same time genuinely useful for both children and parents. In our view, technology should not only provide passive entertainment, but should also foster creativity, learning, and an active lifestyle. That’s why we focus on devices that combine fun with added value and reliability. 

Hungarian families can look forward to products that fit seamlessly into everyday life – whether it’s headphones with volume limits to protect children’s hearing, cameras that spark creativity, 3D pens, kids’ walkie-talkies with up to 3 km range, or a fun karaoke microphone that can even change voices. 

We also place strong emphasis on durability and intuitive design, because we know how demanding children can be with technology. 

Our long-term goal is to build a kids’ portfolio that grows together with families – from the first playful gadgets to more advanced tools that support education and independence. We want LAMAX to become the brand Hungarian parents trust when it comes to safe and innovative electronics for children. 

Elem6 often emphasizes “modern solutions to make life easier” — such as e-mobility or innovative kitchen appliances like rice cookers. What future product areas are you most excited about? 

Yes, we truly strive to live up to this motto in every new category we enter. What excites us most right now is finding ways to save customers time and bring them greater comfort – whether through smart home solutions, connected devices, or personal care. 

We see great potential in appliances that help people live healthier and simpler lives while still remaining affordable. 

Looking ahead, we are especially excited about areas where technology seamlessly connects with everyday life. Excellent sonic toothbrushes that turn dental care into a pleasant experience, smart kitchen helpers that simplify and support healthy cooking, or e-mobility solutions that provide a convenient and sustainable way of transport – we see all these as opportunities that will shape the coming years. We are confident that these categories will help us get even closer to our customers. 

You mentioned that marketing activities are growing. What kind of campaigns and communication strategies are you focusing on in Hungary? Influencer collaborations have proven successful for you. Do you plan to expand these partnerships in Hungary and the region? 

Absolutely yes. We are significantly expanding our marketing activities in Hungary, as the market is open to new brands and consumers respond very well to fresh, modern communication. This year, we have also planned a co-branded TV campaign focused on supporting dental care and promoting our SonicBrush Clean70 UV toothbrush. Our main focus remains on digital campaigns, targeted performance marketing, social media, and retail media. In-store campaigns also play an important role, helping customers discover our products right at the point of purchase. 

Collaborations with micro and nano influencers have proven to be an extremely effective tool for us in the past, as they bring our products into real-life contexts and connect the brand with people in a more authentic way than traditional advertising ever could. 

At the regional level, we are considering linking campaigns across several markets to achieve greater reach and a stronger synergistic effect. Our goal is to create consistent brand communication for LAMAX, Lauben, and TrueLife, making them easily recognizable not only in Hungary but also across neighboring countries in Central and Eastern Europe. 
 

 
You already have a local Hungarian team. How important is local presence when it comes to building your brands here? 

Having a local team in Hungary is absolutely essential for us. I believe it is crucial for any brand that takes expansion into a new market seriously. 

Every market has its own specific needs, habits, and customer expectations, and without people who truly understand them, it would be very difficult to build strong and trustworthy brands. Our local colleagues help us not only adapt marketing and communication, but also develop business relationships that are built on personal contacts and long-term trust. 

The presence of a team on the ground also allows us to be far more flexible and respond quickly to market needs – whether that means supporting partners, solving logistics, or launching new campaigns. We see this as a competitive advantage that opens the door to faster growth and a deeper understanding of Hungarian consumers. 

Our ambition is for the local team not to be just an “extended arm” of the headquarters, but a true partner that brings inspiration and feedback, helping us move the entire portfolio in the right direction. 

What are elem6’s ambitions in Hungary for the next 2–3 years? 

From our entire portfolio of distributed brands, we have identified categories that are strongly positioned to become top sellers within the segment of more affordable brands. Our clear ambition is to dominate the market in dental care and hair care, while also strengthening salience in the area of kids’ electronics. 

Alongside these key categories, our goal is to build long-term trust with Hungarian consumers through a strong presence on both e-commerce platforms and in brick-and-mortar retail. We want to expand our partner network and collaborate with the most important players on the market, whether omnichannel chains or specialized e-shops. 

Within the next two to three years, we would like our brands to become the first choice for households looking for modern, reliable, yet affordable electronics. 

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