For 34 years, CAD+T has been supplying digital solutions for the interior design and production industry – a testament to the vision of founder Anton Schwarz. Fast forward to 2024, and his children Martina and Thomas are heading up the global company, breathing fresh new ideas into international markets. In a candid conversation with Group CEO, Martina Schwarz, from her office in Austria, we explore her journey from childhood involvement in the company to her role in steering it through the ever-evolving software and digital landscape.

From envelopes to executives

Martina’s early memories of the family business started when she was just six or seven – photocopying manuals for clients as her school friends played outside.

She laughs about it now and says: “I was still a very small kid then and that’s the story parents would love to tell”.

“We were supposed to be helping as much as we could in the early 90s,” she remembers.

“My brother (Thomas) was doing similar things, he used to format old discs so he could get rid of the old data to have enough space to save new data.”

Martina has fond memories of the time when the family would talk about “big topics in life” while collectively stuffing hundreds of envelopes with marketing material to send by post. “Things have really changed, and it has made it so much easier,” she reflects.

“On the weekends I’d be folding things to put in the post and now we send newsletters by clicking a button.”

Despite being raised in the world of design software, Martina initially resisted joining. “I always said I never wanted to join the company with my parents.

“I was raised with the company, and I knew everything inside and out but I just wanted to experience new things and learn more.”

Martina also craved being treated the same as everyone else, emphasising the challenge of meeting high expectations and “getting everything right” within the dynamics of a family business.

“Mum still had a job near my father’s business and was always doing bookkeeping and things like that, but after a while it was too much and she eventually joined the company.

“My brother started in 1997 and I joined in 2008.”

Reflecting on her start at CAD+T, Martina looks back at the many challenges she was able to overcome. Her initial role took her to Dubai, establishing the first branch outside of Europe, which became her home for the next 13 years.

“To be honest, I couldn’t do all the technical side of the software at the start and here I was doing these presentations.

“I still remember one moment when we were trying to get a complex government-type contract signed – I remember standing on a balcony looking out there and thinking – that was a fantastic idea, I have moved 4000km away and I don’t know anything and I’m here and I’m on my own.

“But my personality is – when there’s a challenge, I’m ready to tackle it and in the end, there are always challenges coming in.”

Martina stands by her business mantra: “Complaining hasn’t changed anything in life. You still have to do things.”

Adapting to industry shifts

After 16 years in the industry, Martina highlights the rapid development in the software and digital space, acknowledging the need to adapt continuously.

She identifies key challenges for the industry – keeping up with technology development – especially AI, having the right people in the right jobs to keep costs for consumers down, and making the industry more appealing to younger generations.

“In all the years that I lived in the Middle East, there were definitely a couple of big changes.

“While in my early days it was all about being able to deliver on time, it has now moved more into delivering quality.

“Quality can only be delivered if you have the right setup, but more importantly, if you have the right skillset within your company.

“I think it is crucial to invest into the education of talented people.”

With more than 105 employees across eight countries, CAD+T is focused on harnessing individual strengths to ensure staff are in the right positions.

There is also a drive to entice more people to join the industry. One way CAD+T is doing this is by bringing students and apprentices together at annual talent camps to teach how to create complex designs and optimise manufacturing processes.

“In the early 2000s, we saw the importance of multiplying ‘brains’, and that’s why we offer these talent camps for eager people who want to learn.

“We are trying to make our industry and the shopfitting and joinery industry sexier. Looking at the current situation – out of 100 students maybe only about 20 percent go into the industry.

“We need to make the industry more appealing for the youngsters – they learn so quickly and approach things differently, plus it’s fun.”

The younger generation is also more readily adopting ways to use AI to improve efficiencies and it is poised to play a transformative role in the years ahead for businesses like CAD+T. “In my view, AI is here to stay, and it offers several opportunities that we might not even be able to see today.”

Martina believes AI-driven automation will streamline IT operations, reducing manual intervention and enhancing efficiency. “Tasks such as software deployment, system maintenance, and troubleshooting can be automated to increase productivity, which will lead to cost savings and faster time-to-market for products and services.”

Last year, CAD+T opened their eighth office – this time in India, highlighting the importance of collaborating with international clients. While the cultural differences can initially be tricky, Martina says understanding becomes a strength to navigate diverse markets successfully.

“Differences are not a bad thing, it’s so important that you understand the other side better and that gives us an opportunity to work worldwide.”

Beyond the Boardroom

Moving back to Europe in 2021, during the pandemic, as she and Thomas took over the company reins, Martina admits “Europe works differently to Dubai”.

“I’m a very social person and I need to have that interaction,” she says.

“I’m enjoying being with my family back here and running the company with my brother is really pleasant because we balance each other out. I am more on the commercial side of things, and he is on the technical side.

“We are still siblings of course – but I’m very glad when he comes to work. We have been raised like this – work is work and we don’t talk about work outside.”

Martina also hopes to spend the coming years contributing to organisations supporting women in business and offering advice to other industries. “Sometimes as women, we underestimate ourselves – we might have a better skillset than some men, but we often undersell ourselves.

“When I moved back to Austria, I had the opportunity to join industry associations where likeminded people share their experiences.

“Living abroad for quite a while, I thought I could share my expertise with other industries in order to push exports, particularly in Austria. Entering new markets can be quite challenging for companies but at the same time offers amazing potential. I personally believe we always need to focus on the opportunities that markets are offering.’

Martina is not only passionate about empowering others in business but also finds solace and joy in her personal life through her love of cooking. “I love to entertain people, I love cooking and being in the kitchen – it’s a lot of ‘me time’ preparing meals for others and trying new things.”

Martina’s humble and friendly approach embodies her dynamic leadership.

Her journey to the helm of CAD+T is more than a corporate narrative, it’s forged from family ties and fused with a genuine passion and commitment to the industry globally.