Meet the Cork sisters leading their family business 

“My advice to any woman starting a business is to build a strong network because it will become ‘the board you can’t afford’.”

That’s according to Caroline Bourke, who with her sister, Michelle Johnson, is at the helm of ASA Group, a Cork family business celebrating its 40th anniversary.

Founded in 1984 by their parents Aodh and Judith Bourke, the ASA group comprises ASA Brands, a sustainable corporate gift company, and ForWare Ltd, a specialist fleet management software provider.

Over the past four decades, the business has grown from a small family-run enterprise into an international success story with operations in Cork, Dublin and Belfast, and partnerships across the globe.

The sisters have been at the helm since 2015, Michelle as CEO and Caroline as COO, and despite growing up in an entrepreneurial family, it was never a ‘given’ that they would join the business.

“I never wanted to ‘sell pens!’” laughs Caroline.

“I moved to Dublin to work and a few years later the opportunity was there to join ASA, so we agreed to give it six months, with a caveat I could leave without a row – that was nearly 23 years ago!” she said.

Michelle, on the other hand, was interested in joining the business from the get-go, and will celebrate 30 years with the group in January. But crucially she was keen to forge her own path and identity.

“I worked from the Dublin office for over 10 years which was a fantastic experience — it allowed me to build my own customer base and establish an independent life outside of my parents, before moving back to Cork in 2005,” she said.

She lives in Blackrock with her husband Daniel and their children Kate, Hugh and Matthew, and Caroline lives in Dun Laoghaire with her husband John and sons, James, Ben and Tom.

As CEO, Michelle plays a strategic and operational leadership role across ASA Brands and ForWare, overseeing marketing, sustainability, and innovation.

A typical day involves collaborating with teams on new initiatives, reviewing client projects, engaging with suppliers on responsible sourcing, and supporting leadership with tenders and award submissions.

In ASA Brands, Caroline is Chief Operations Officer: “So my main focus is on making sure the sales team runs smoothly. I’m responsible for the day to day running of the sales team, working with clients and making sure our customer service is on point. I also work with our suppliers curating the best sustainable products to put in our catalogues. Despite different roles, in different cities, they’re still an enormous support to each other.

“Caroline is a great sounding board and together we work well. As we both have specific, different roles within the business, these boundaries really help. Also, Caroline is based in Dublin so I don’t see her in person that often – a few times a month, but we do speak on work matters almost every day!

“When we do meet up outside of work, we normally have six children between us so there isn’t much time to talk shop!” said older sister Michelle.

Caroline added: “I love working with Michelle! She’s very level-headed and is great in a crisis. She’s a great listener and we get on very well together.

“The upside of working with your sister is total trust and honesty; the downside is you can’t really hide anything! We make an effort to switch off and enjoy time together outside of work, but having that trust and shared vision is one of the biggest strengths for ASA Brands.”

The duo, who have a younger brother, are excited for the future of their enterprise, but admit Irish family businesses are facing a lot of pressure right now.

“Rising costs, new regulations, and the ongoing challenge of attracting and keeping great people are issues. Succession planning and tax around passing on the business are still big concerns too.

“For us, it’s about finding the right balance between staying true to our family values and adapting fast enough to keep up with change,” said Caroline.

But they’re inspired by the idea of building something that lasts — keeping the heart of a family business while still driving it forward through innovation.

“I’m also inspired by the people I surround myself with. I make a conscious effort to connect with individuals who bring positivity, creativity, and purpose to their work.

“Through my involvement in strong professional networks such as Cork Chamber, Network Ireland Cork, and along with our super teams I stay energised and informed,” said Michelle.

Caroline added: “Our parents are an inspiration, taking a leap and starting ASA Group. It might sound odd, I’ve also always admired Queen Elizabeth — she led with calm strength, adaptability, and a sense of duty. That balance really resonates with me.”

They both agree that having a strong business network is crucial.

“The most important thing is to surround yourself with a good network of people, men and women that you can trust. Networking is key to building this trusted group.

“Hire slowly, take your time and be sure that the person you’re hiring is right for the job and most importantly right for your organisation and right to fit within your existing team.

“And don’t be afraid to ask for help, you can’t be an expert in all areas of the business,” said Michelle.

Caroline added: “My advice to any woman starting a business is to build a strong network — surround yourself with people who challenge you, support you, and push you to grow.

“A good network can become ‘the board you can’t afford’.

“Having the ability to pick up the phone to other women for advice, etc, is invaluable.”

Reflecting on the anniversary milestone, their parents Aodh and Judith said ASA Group was always built on family values.

“To see our daughters lead with vision and determination, while bringing fresh ideas and a global outlook, is incredibly rewarding.

“They’ve honoured the legacy while shaping a strong future for the business.”

And that future, the sisters say, is about ‘staying ahead without losing the family heart that makes us who we are’.