International trade & capital investment
Ever since the founding of the PEJA group in 1937, the core business has been international trade and capital investment. Setting up global business relations and engaging trade in equipment, electric components, raw materials, chemicals and FMCG have formed the basis for a solid organization with a rich history in building financial and political bridges between east and west for over 80 years…
The Peja group
Since the beginning of the 80’s the PEJA Group has an active presence through offices and business partners in over 70 countries worldwide. Today, Peja Group is divided into four divisions.
From the 50s to the 80s of the last century Peja was responsible for the Dutch export of capital and consumption goods with a total value of over two billion German Marks by closing deals and contracts for exclusive representation with Heineken, Douwe Egberts / Sarah Lee, Stork and Nutricia.
EAST & WEST
Trading with the COMECOM countries was bound to barter obligations which stated that no transfer of money was allowed and goods could only be bought or sold with other goods. ln Kazachstan machines were traded for cotton. ln Kenia the cotton was traded for green beans which were sold to the European food industry.
Over time Peja developed specialized departments for the import of household machines, furniture, agricultural machinery, small airplanes and industrial electric motors. At this time 607o of the Dutch East-West trade went through Peja for a total amount of about 500 million German Marks per year.
VEM, GLASNOST & PERESTROIKA
Soon Peja became the biggest importer of furniture for the Benelux and acquired in 1964 the exclusive rights for importing and selling VEM electric motors from East Germany. To extend her network Peja founded companies in Poland, Bulgaria, Romania, Albania, Czechoslovakia, Mozambique, Angola, Vietnam, Cuba, the Sovjet Union and East Germany. Up until 1990 Peja employed about 500 FTE. After Glasnost, Perestroika and the fall of the Berlin wall, Peja was restructured into a financial holding. Today all commercial activities have shifted to the Peja daughter companies.
After the fall of the Wall Peja focussed her activities on the global electric motor sector which lead to a joint venture with a large Chinese factory. Dutchi Motors was born.
Within a few years Dutchi became the largest stockholding distributor in the world of low, medium and high voltage electric motors with sales departments and affiliate distributors in over 90 countries.
ln 2008 Dutchi Motors was sold to Regal Beloit; now world market leader in electric motors.
Currently serving on the Peja group’s Board.
Dr. Toni Bienemann MBA, Owner and Chairman, Robert Morsch BSc IE, co-president and Johannes van Tartwijk MBA MRE, co-president
1937: founding of Peja Producten in Rotterdam. Company activity: selling household appliances imported from Germany.
1940: The start of WWll forces Peja to stop activities in Rotterdam. The founders decide to go their separate ways. Peter Burgers goes to Deventer and starts his own company for baking powder “Panko” for making pancakes. Jaap Stenfert builds a business in the trade of wooden products in Dieren (Gelderland). When Peter dies during a bombardment of the Germans on his factory, Jaap decides to continue his company’s activities under the original name they started with: Peja.
October 1945: Peja is moved to the AVM-building in Arnhem. The demand for furniture and household appliances after the war is huge. Business is blooming for Peja.
1947: trade is expanded to mattresses, iron beds and copper smoking sets.
1948: large amounts of Christmas decorations, brooms and brushes were imported from East Germany. Yearly turnover is around Hfl. 3 million. ln the 50s sales dramatically drop, and Peja is forced to shrink to 4 FTE.
1949: purchase of 300 secondhand trailers. Peja sells them to SAG Wismuth in Chemnitz.
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