‘I don’t believe that opportunities come knocking on your door’ – Victor Chetcuti

When the opportunity to acquire local office products specialist Complete Supplies arose in 2018, CEO Victor Chetcuti recalls that it felt like the culmination of his career up to that moment. Having started in a family business before branching off as a sole trader, he describes his professional journey as one built on seizing opportunities, taking calculated risks and making personal sacrifices. This acquisition was his biggest career move yet – and one he didn’t take lightly.

“Acquiring Complete Supplies was definitely a massive move,” Victor reflects. “It was a much larger operation than my own business at the time, but my deep understanding of the industry and the fact that Complete Supplies already had a solid market share gave me the confidence to move forward. I saw it as a golden opportunity to take a well-established business and grow it further.”

By his own admission, Victor is a very hands-on CEO, and running Complete Supplies is no small task. In a sector with little seasonality, the company operates year-round, serving clients across Malta daily and Gozo weekly, all through its own logistics team. As a result, finding work-life balance remains a challenge, especially with two of his family members involved in the company. However, Victor is learning to switch off and dedicate quality time to family and his passion for cars.

At work, he remains deeply involved in every aspect of the business – staying in touch with key clients, managing talent, overseeing business development, and keeping an eye on cash flow. He also plays an active role in procurement, particularly in expanding the company’s brand portfolio. This has been a major focus since taking over to offer clients a wider range of products and services.

“Complete Supplies has built a strong portfolio of top-quality brands over its 30-year history,” Victor explains. “I inherited some of these brands from the previous owners. We are firm believers in brands that have stood the test of time. We don’t just pick and choose the cheapest or most popular products; we invest in and promote brands to ensure their long-term success in Malta, while providing our clients with continuity of the products they rely on.”

One of the biggest drivers behind the introduction of new products in recent years was the COVID-19 pandemic, which disrupted traditional office set-ups and pushed many companies in Malta and beyond towards hybrid and remote work. This could have easily sounded the death knell for a business like Complete Supplies, which primarily served offices. Instead, Victor and his team rose to the challenge, quickly shifting focus to ergonomic office furniture and consumables to help employees stay productive at home. High-demand products included ergonomic chairs certified for eight hours of use and air purifiers – so popular at the time that the company struggled to meet demand.

While the pandemic was a “bitter learning experience”, Victor sees it as part of the natural evolution of the industry, which has helped the company emerge stronger. “If we look back just a few decades, business was completely different. We used to sell telex and fax paper, both of which are now obsolete. Over the years, we’ve evolved from selling pens, paper and files to tapping into new niches. In fact, if the pandemic taught us anything, it’s that demand didn’t decrease; it simply shifted towards different products. These challenges teach you to capitalise on opportunities and trends.”

Complete Supplies continues to capitalise on its reputation as a leader in specialised paper products in Malta. The company has expanded its range by tapping into areas like plotter paper and thermal paper, becoming a go-to supplier for diverse industry needs. “Today, we are market leaders in all aspects of the paper industry,” Victor says. “We stock substantial volumes of office paper in different grades, weights and colours, so clients can always find what they need.”

Despite a shift towards paperless operations in many industries, Victor is confident that paper will remain a vital pillar of the business. “Globally, paper is expected to grow by a substantial percentage,” he says. “We’re also committed to partnering with suppliers that source certified paper, such as Blue Angel, FSC and PEFC. These certifications aren’t just symbols; they ensure a sustainable supply of paper from regenerated forestry, in line with the latest ESG regulations.”

Another significant transition for Complete Supplies has been its expansion into merchandising and printing. Clients can now rely on them for everything from custom design creation to high-quality printing, lamination, stapling, and binding. This move has not only attracted new clients but also strengthened relationships with existing ones, allowing the company to handle more of its clients’ needs.

Additionally, the acquisition of major competitor Sidonia two years ago has further boosted economies of scale, improving operational efficiency and the bottom line. This merger is a key milestone in Victor’s vision of transforming the company into a one-stop shop for office solutions in Malta, and it has been the primary focus over the past year.

“The last year has been about streamlining the newly acquired business into our model. We’ve approached our new client base individually to strengthen relationships. It’s been a very smooth transition with a positive reception,” he says, adding that the company is constantly seeking new opportunities to diversify and grow.

Learning from the pandemic and recent global disruptions that affected shipping and sourcing, Victor admits he’s leaving nothing to chance. He and his team work closely with suppliers to maintain stock levels – an effort that comes with a cost, but one that ensures availability and reliability for clients. They’re also staying aligned with market trends and innovations, keeping a watchful eye on new developments.

“I don’t believe that opportunities come knocking on your door. You must seek them out and be open to the right ones. This mindset has helped us prepare for the future, ensuring we’re better able to pivot when market changes happen and always ready to meet our clients’ evolving needs.”

Reflecting on his tenure as CEO, Victor acknowledges the challenges brought by global events but remains optimistic. “Despite everything that has impacted our industry, business in Malta has remained stable, and our figures over the past year are encouraging. Now, we’re determined to keep the momentum going. We have exciting growth plans, including tapping into new niches and offering an improved digital experience for our clients.”

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.