18 Months That Changed the Direction of Elite Bohemia

A perspective from company owner Josef Chlum and product designer Jiří Krišica

A perspective from company owner Josef Chlum and product designer Jiří KrišicaThe past eighteen months have been a period of fundamental transformation for Elite Bohemia. This was not a matter of cosmetic adjustments or incremental innovations, but a deliberate strategic step that gradually changed the character of the entire company. The traditional product range was expanded to include design and bespoke projects, and this shift required adaptation not only in the products themselves, but also in internal processes and the company's structure.

The catalyst for change was not a single ambitious decision, but a long-term evolution of the market. Projects are becoming increasingly global, the demands of architects and developers are growing, and manufacturing traditional luminaires alone was no longer a sufficient response. In this context, it became necessary to make a strategic decision and begin systematically developing a new direction for the company.

"Our ambition is to gradually balance the ratio between classic and design luminaires. By 2028 at the latest, we want to achieve a 50/50 split. We are making progress in this direction, but we are certainly not at a stage where we can say we are satisfied," says company owner and sales director Josef Chlum.

Alongside the design and classic luminaire collections, bespoke projects have become a key pillar of this strategy — custom commissions that test the company's capabilities across the board, from creativity and technical solutions to project management. It is precisely through these projects that Elite Bohemia's new orientation has become most clearly visible.

This review therefore draws on two closely connected perspectives: that of Josef Chlum, who leads the company and heads its commercial operations, and that of Jiří Krišica, the product designer who played a pivotal role in shaping Elite Bohemia's new design chapter.

Design as a source of transformation

From Jiří Krišica's perspective, this represented the most significant shift in the company's history. Elite Bohemia began deliberately focusing on building a portfolio of design luminaires that work not only visually, but also from a technical and manufacturing standpoint.

"It was necessary to respond to market developments. Design stopped being merely a form and became an important strategic tool," says Jiří Krišica.

This ambition required deeper changes within the company. Design is no longer created in isolation, but in direct connection with engineering, production and commercial operations — closely integrated with the company's internal structure and client requirements. A clearly structured process gradually emerged, guiding each project from briefing through development to final production documentation.

A new role for sales

Combining the roles of owner and sales director gave Elite Bohemia's commercial strategy a clear and consistent framework. This was not simply a matter of restructuring the portfolio, but also of a new approach to client relationships and external communication. As the company shifted toward design and bespoke projects, the way it engages with customers also evolved.

"We have significantly improved our marketing and presentation materials. Our proposals now match the level of the projects we are pursuing — both in content and visually," says Josef Chlum. Market demand is increasingly moving toward customisation of existing collections and fully bespoke solutions. The company responded to this trend by building a system that enables fast and flexible responses to the specific requirements of individual markets.

Among the most significant projects of recent times are realizations in Vietnam, Dubai, Cambodia and Singapore, where the company successfully combined high quality standards with very demanding deadlines. These projects also served as practical confirmation that the newly established strategy works at an international scale.

Taking stock and moving forward

Looking back, both agree that it was an exceptionally demanding period. The greatest challenge was the very high complexity of the design and bespoke projects — even given the company's long-standing experience in traditional luminaire manufacturing. All the more significant, then, was the discovery that Elite Bohemia is built on a team capable of managing new product development and complex commissions simultaneously.

"At the same time, it was proof that diligent work and a positive attitude lead to results," adds Jiří Krišica.

The transformation does not end here. The direction is clearly set, and Elite Bohemia today stands more firmly than ever at the intersection of craftsmanship, design and global projects.