Roland Brack, who began his entrepreneurial journey in his parents’ attic, founded the successful online platform brack.ch in 1997. Now a major player in e-commerce, Brack’s company sends out 20,000 parcels daily and recorded over one billion francs in sales last year. Beyond retail, he invests in start-ups through Ziano Ventures and serves as a judge on “Die Höhle der Löwen Schweiz.” Brack balances his business ventures with a newfound public persona, embracing a flamboyant style.
Roland Brack embarked on his entrepreneurial journey while still residing in his parents’ attic in Aargau’s Fricktal region, where he began by assembling and selling computers online. This initial venture inspired him to create brack.ch, an online trading platform he launched in 1997. Today, this thriving business processes approximately 20,000 packages daily. As reported by Bilanz, Brack’s net worth is estimated to be between 350 and 400 million francs.
When he started brack.ch, the landscape for hardware trading in Switzerland was relatively unremarkable. However, over the years, the sector experienced significant growth. “It’s never really been boring in 30 years,” Brack reflects. He notes that the modern business environment often demands perfection and long-term solutions, yet he acknowledges the constant flux of change.
Brack embraces innovation and focuses on progress rather than lamenting the past. He describes himself as a “Bünzli,” indicating his appreciation for tradition while recognizing that reversing the clock isn’t possible. “As an entrepreneur, you need to be open-minded,” he asserts, preferring to view challenges as opportunities for improvement.
Brack Provides Services to Competitors
With a workforce of 1,300, Brack’s business operations span Bussigny, Winterthur, Willisau, Poland, and Serbia, with its headquarters established in Mägenwil since 1996. While Brack remains tight-lipped about his profits, it’s known that the Competec Group – which encompasses trading companies such as Alltron, brack.ch, and the private label provider Furber – is on track for sales exceeding one billion Swiss francs in the past year, with Brack being the sole owner.
The company does not only cater to direct consumers through e-commerce; it also supports other retailers like Galaxus, Interdiscount, and Fust via Alltron. Notably, Alltron provides exclusive inventory for certain manufacturers; thus, when stock shortages occur at other retailers, products are shipped directly from Brack’s Willisau warehouse under the retailer’s label.
The portfolio of the Brack-Alltron Group extends to private label manufacturing through Furber AG, producing household appliances like toasters and mixers in China. This segment is seeing faster growth compared to other areas of the business, a trend attributed to ongoing consolidation within the sector.
Historically, the trading landscape featured various intermediaries, from European representatives to local agents, each profiting along the way. Today, however, the trade dynamic has shifted towards greater globalization. Despite direct competition from Chinese manufacturers bypassing VAT and recycling fees, Brack views potential opportunities for Furber, emphasizing, “We ensure our products maintain high quality.”
For the past five years, Brack has transitioned away from daily management responsibilities. Now serving as Chairman of the Board, he primarily works from home, delegating day-to-day operations to an external manager. Former Media Markt Switzerland CEO Stefan Fraude took the reins as CEO of the Brack-Alltron Group mid-year.
A Second Career as an Investor and TV Personality
Brack dedicates a portion of his time to supporting emerging businesses through his investment firm, Ziano Ventures, which has funded 30 startups. A significant number of these investments came to his attention during his five years as a judge on the Swiss version of “Die Höhle der Löwen,” a show that features entrepreneurs competing for investment from established investors.
Before appearing on the show, Brack had limited exposure to startup investments. He only ventured into television once he had entrusted the management of his businesses to others, calling the experience a “great adventure” that introduced him to a new realm. He quickly adapted to the public spotlight, learning how to navigate both the recognition and scrutiny that accompany fame, including a challenging legal dispute that garnered media attention.
Overall, Brack reflects positively on his experiences, noting that many families tune in to the show, which further motivates him to participate. He aims to inspire children and young adults to pursue entrepreneurship as a valuable goal.
Brack seems to revel in his newfound visibility, often making a statement with his bold fashion choices ranging from sequined blazers to jackets adorned with golden collars, a style that emerged from his television presence. “I’m actually quite casual,” he explains, but he appreciates the celebratory atmosphere of the show and embraces opportunities to don a spectacular suit. With a growing collection of unique vests and shoes, he eagerly purchases new finds, cashing in on his position as an online retailer.