By: James Williams

The automotive accessories industry may seem conservative: floor mats, cushions, organizers, seat covers. Yet it is here that innovations emerge—reshaping the market and setting new quality standards. Our guest, Arkadi Khachaturian, is an extraordinary entrepreneur and a talented designer-engineer who broke through the wall of tradition. Starting with a tiny workshop in his own backyard, today he leads a company whose products are featured on marketplaces and store shelves across Russia and the CIS. Khachaturian is more than just a businessman—he is a locomotive pulling others forward, a unicorn among national-level experts, and a recognized industry leader.

— Arkadi, your story feels symbolic: from tailor to founder of a company that now operates at the cutting edge of the industry. How did it all begin?
— It all started in 2010. Back then, all we had was a small house and a backyard workshop just nine square meters in size. That’s where I created my very first products: car bars, cushions, organizers, seat covers, EVA mats. Everything was handmade—patterns, blueprints, cutting, sewing, assembly. For the first three years, it was nothing but investment: we worked day and night, and there was almost no income. But I was confident in the quality of our products and believed the market would embrace them.

— You’re a professional tailor by trade. How did that experience influence your business?
— Yes, I’m a tailor with 30 years of experience—a pidzhashnik, as we say. That background turned out to be crucial. Precision in cutting, attention to detail, and a culture of quality—all of that I carried into the automotive sphere. I knew I could offer something beyond what the market had: original design, durability, ergonomics. That became our strength.

— So you essentially brought atelier standards into the production of automotive accessories?
— Exactly. For me, every product is not just an item, but a well-thought-out model where every detail matters. Even today, I continue to personally design, draft patterns, and oversee every new product line.

— The first years, as you mentioned, were very difficult. What kept you from giving up?

— Family. We started together with my wife, later my father and brother joined in. It was truly a family effort. Of course, there were moments when my loved ones suggested stopping—saying it would be better to take a stable job. But I always replied: “I won’t build walls for others, I’ll build my own.” And that belief kept me moving forward.

— When did the first real success come?
— About three years in. Until then, everything was in the red: we lived very modestly, investing everything into production. Then demand for our products began to grow, wholesalers appeared, the product line expanded. Step by step, we increased the size of our workshop: first 150 m², then 240, and eventually we reached our current 900 m². Today, we have 12 employees, and part of the process is automated.

— Automation is a key step. How did you decide to shift from handmade production to modern equipment?
— Gradually. I studied a lot, watched videos, read materials, explored what the machines could do. Once we had the funds, we bought CNC machines. Now models are designed on a computer, cutting and processing are done with lasers. This significantly sped up production and improved precision. But most importantly—it gave us the freedom to focus on developing new ideas.

— Your company entered the Wildberries marketplace. How did that change your business?
— In May 2024, we listed our products on Wildberries, and sales started coming in from the very first days. It marked a new stage of growth. Until then, we worked mainly through wholesalers and retail stores. The marketplace gave us direct access to customers and allowed us to get feedback much faster. Of course, there are challenges: sometimes it’s hard to get answers from support, logistics has its quirks. But overall, it’s a step forward.

— Your sales geography is impressive: Russia, Armenia, Belarus, Kazakhstan, Tajikistan. Did you deliberately target the CIS market?
— It happened naturally. At first, we worked with one large wholesaler who distributed our products across Russia. Then bloggers joined in—from Krasnodar, St. Petersburg, Armenia. Their audiences became interested in our products, and gradually the market expanded. Today, we have more than 100 models in our lineup, and many of them are in demand abroad.

— And how do you view competition?
— Competition is very tough. For the first three years, it was quiet—no one believed this segment could really grow. But once they saw our success, they began copying us. And they still do. But competitors often compromise on quality. We, on the other hand, focus on reliability and exclusivity. That’s our principle: a product should not only be affordable, but also special.

— Which of your products are most in demand?
— The leaders are car armrests, cushions, and EVA mats. Trunk organizers are also popular. People value comfort and order in their cars, and we try to make accessories not only functional but also aesthetic.

— What role do you play in the company today?
— I remain the designer and engineer. My role is to develop new models, oversee quality, and improve products. My father handles much of the management and organizational side. But I set the strategy and direction myself.

— What challenges are you facing now?
— The economic situation is difficult. Demand has fallen, competition is growing. But we keep moving forward, looking for new niches. I’m confident that as long as there are cars, there will be demand for accessories. Which means our job is to offer the best on the market.

— What are your plans for the coming years?
— Expanding our product line. I’m designing new models of car bars and other accessories that will be more modern and convenient. We plan to purchase additional equipment to further improve quality and productivity.

— You’ve gone from a tiny workshop to a company on a national scale. What advice would you give to those who only dream of starting their own business?
— Patience. Belief in yourself. The ability to listen and respect one another—especially in a family business. There are no miracles: only hard work, discipline, and trust. If mistakes happen, talk them through, solve them together, and keep moving forward. And most importantly—make a quality product that speaks for itself.