Geneva is an attractive business hub, and logistically convenient for our Belgian partners.
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Could you please introduce yourself and tell us a little bit about MaCher?
My name is Derek Hydon, President of MaCher USA based in Venice, California. Founded in 1991, MaCher is a global product-based branding company using data and academic research to design and responsibly produce highly effective products that positively influence human behavior. Our customers are multinationals and major experiential brands across many sectors including: beauty, health and wellness, travel and tourism, apparel, and e-commerce. Our purpose is to provide the best workplace, help others, and care for our environment. In 2014, MaCher USA became a certified B Corporation. We are also an Advanced Level UN Global Compact Participant, EcoVadis Platinum rated, and operate as a Teal self-organized business, embedding a more equitable, transparent and accountable approach in all we do.
MaCher’s showroom in Los Angeles | © MaCher
Could you explain why you decided to set up an office in Switzerland, and in particular Lausanne?
For the past 14 years, we have been particularly focused on sustainability and the future of work, taking action around how a purposeful business, a values-based culture, plus kindness, create profitable conditions for sustainable growth. Switzerland, and Lausanne in particular, are exceptionally well-placed for businesses to counter the effects of the so-called “Great Resignation”, which is especially acute when people’s values are not aligned with the companies they work for. The access to talent and exceptional brain trust, particularly in the hospitality, tech and luxury goods sectors, cannot be beaten. As more and more businesses face challenges around attracting and retaining talent, we could not be more excited about being based in a region that offers an unparalleled quality of life and work-life balance. From a logistics perspective, the central location and efficient transport infrastructure enable us to travel anywhere in Europe, making Lausanne a perfect base for both the Swiss and European markets. What’s more, all the industries I mentioned earlier are well-represented here.
How has GGBa supported you?
GGBa understood our business purpose, culture and intentions in Europe from our very first conversation. The team drew out a clear roadmap for us, all the while demonstrating the value proposition for Switzerland as an exceptional place for any people-focused company culture. They helped us see the fit, strong skills and talent pool in Western Switzerland, which is essentially what made us land on the canton of Vaud, and Lausanne. Throughout the process, GGBa and Innovaud made meaningful introductions that are and will be invaluable in building our presence in Switzerland. They acted as true champions for our business goals.
GGBa understood our business purpose, culture and intentions in Europe from our very first conversation.
The MaCher team | © MaCher
What’s your vision for MaCher in Switzerland? Where do you see the business in five years’ time?
I believe MaCher will have helped many others to accelerate sustainable practices in business, and our clients more impactfully connect with their customers through our sustainable product solutions. I see the certified B Corp movement rapidly growing in Switzerland, and we will be helping, doing our part to create a shared and durable prosperity for all. Our profits will be balanced with stakeholder happiness, proving business can be part of the solution in addressing future workforce challenges. Recruitment wise, we plan to hire a business development manager locally – that’s important to us, for the European mindset as well as the language skills. Within four or five years, we will have developed a highly impactful team. I see us as a Swiss business operating globally, as opposed to a global business operating locally with expats. That will also be important for demonstrating to our clients that we are in Switzerland for the long haul.
Derek Hydon
President
MACHER USA INC.
