Global Achievements: A collection of best Success Stories of Retail SMEs in International Markets – Romania
Musette
Category – Key words
Handbags and shoes
Who?
Musette: Handbags and shoes manufacturer and retailer. 600 employees. Founded in 1992.
Website
Abstract
Having started out in the post-communist era as a textile retailer, bringing colourful fabrics on the existing grey background, Cristina Batlan bought a first factory where Musette started making handbags and soon started importing shoes. Dissatisfied with the high prices, unmet delivery deadlines and the products themselves, Mrs. Batlan bought a shoe factory, which she transformed according to her needs to create luxury shoes. Working with Italian and French technicians and designers, Musette has become an icon.
Results achieved
The Romanian shoes and handbag producer and retailer opened the first store abroad in 2010, being currently present in USA, Germany, UK, Luxembourg, Hungary, Austria, France, Israel, Lebanon, Mongolia, and Bulgaria, either having their own stores or selling the francize. In parallel, the company developed the online store, which delivers abroad. In Romania, the company continues to invest in the production lines and seeks to train and hire qualified personnel. The Musette collections have been praised by international publications such as Elle, Harper’s BAZAAR, Marie Claire, and Cosmopolitan.
Tips to replicate
High-end, qualitative products. Strong brand. Collaboration with fashion magazines to ensure brand visibility. Well designed and managed online store.
Nissa
Category – Key words
Women’s clothes
Who?
Nissa: Women’s clothes manufacturer and retailer. 143 employees. Founded in 1993.
Website
Abstract
NISSA is a Romanian fashion design and production brand, a family business that was born in 1993, from the desire to make every woman happy.
Results achieved
Nissa has expanded to Ireland, UK, Poland, Russia, Dubai, France, and the USA. The company benefited from the Select USA program, designed to stimulate investments on the American market. The owner of Nisa, Mrs. Denisa Radian, explained that they opted for Florida, due to the fact that when selling online from this state to the rest of the USA, there are no additional taxes, which enables the company to offer their American customers free shipping or other attractive benefits. The company added an American agent and a strategic consultant to their team, to guide their first steps on the American market.
Tips to replicate
The shop in shop concept (the brand owner takes space in another retailer’s store to expose and sell their product). Multi-brand stores. Take advantage of the special programmes that national governments promote to encourage investments; pay attention to tax reductions practiced in various states. Hire local team members who know the market and can deal with various administrative aspects.
I.D. Sarrieri
Category – Key words
Women’s lingerie
Who?
I.D. Sarrieri: Producer and retailer of luxury lingerie. 500 employees. Founded in 1992.
Website
Abstract
The I.D. Sarrieri brand, ranked by Forbes as the third largest luxury lingerie brand, has become since 2002 a popular presence on the shopping boulevards of the world’s capitals, on the catwalks of fashion festivals in Paris, Milan, New York and on the covers of fashion magazines around the world.
Tips to replicate
To make your brand popular on the international market, first display your products in multi-brand shops and in display corners at major international department stores. Collaborate with magazines to advertise your products. Well managed online shop with international delivery options.
Allview – electronics
Category – Key words
Electronics
Who?
Visual Fan S.A: Producer and retailer of electronic equipement. 67 employees. Founded in 2002.
Website
https://www.allviewmobile.com/
Abstract
Allview is a Romanian brand of electronics. It was founded in 2002 and is owned by the Visual Fan company, based in Braşov, Romania. Its main products include smartphones, tablets, notebooks and accessories. Allview delivers products to over 10 countries, the most important being Poland, Germany and the Baltic States.
The company’s declared mission: „Our mission means challenge, the challenge we face to exceed the market needs, offering multiple facilities to our clients. We develop solid concepts, high standard products delivered to you with a fair price-quality ratio. We share the most beautiful mission, to bring contribution in creating new communication tools”.
Results achieved
Visual Fan, the Romanian technology company founded almost 20 years ago in Brasov and which is recognized for the Allview brand, was listed on July 26th 2021, on Bucharest Stock Exchange’s AeRO market. Allview attracted RON 15.5mn from the capital market investors, through a private investment made prior to the listing. The funds will support the financing of the company’s current activity, in order to accelerate sales and intensify the promotional activity.
Tips to replicate
Partnerships with giants in the IT industry: Microsoft and Google.
Marelbo
Category – Key words
Shoe manufacturer and retailer
Who?
Marelbo: Natural leather shoes for the entire family. 450 employees in manufacturing. 330 employees in retail. Founded in 1994.
Website
Abstract
Marelbo is a shoe manufacturer and retailer with its headquarters and manufacturing unit in Northern Romania, the county of Suceava. They provide qualitative footwear for every season and for every member of the family.
Results achieved
Marelbo has 60 stores open throughout Romania and an online store and in 2019 it opened its own store in Cernauti, Ukraine. Prior to this, Marelbo had intermediaries in the Ukrainain market, but they soon understood that these intermediaries practiced exceedingly higher prices for their goods and decided to ensure that their end-users enjoy the quality of their products at a fair price. The company is currently delivering to Irland, Spain, Germany, Austria, and also Canada, planning to open their own stores in more countries to ensure that the prices practiced for their products are the roughly the same.
Tips to replicate
Providing qualitative natural leather products. Well designed and managed online store. Competitive prices.
Teilor
Category – Key words
Jewerly
Who?
Teilor: Jewelry. 336 employees. Founded in 1998.
Website
Abstract
TEILOR was created out of a passion for innate beauty, details that strive for perfection and a vibrant love of life. We honor our entrepreneurial spirit and magnetic uniqueness through a memorable customer experience that preserves the family spirit that encompasses a legacy of gratitude and achievement. Every story has a beginning, and what started as a single boutique in 1998 has now grown into over 60 stores across europe, an international design house and a jewellery collection that brings together impeccable craftsmanship and modern design.
Results achieved
The Romanian high-end jewelry store chain Tailor has more than 50 locations in Romania, having expanded to Central and Eastern Europe: five stores in Poland, three in Hungary, three in Bulgaria and one in the Czech Republic. As the international store network expands, the company’s work in the coming period will focus on increasing brand awareness in Poland, Hungary, Bulgaria and the Czech Republic, as well as expanding the customer base and store traffic through dedicated campaigns.
Tips to replicate
Well designed and managed online store. Campaigns.
Vagabond Studio
Category – Key words
Clothes
Who?
Vagabond Studio / Made by Society: Clothes. 300 employees in retail. Founded in 2014.
Website
Abstract
Vagabond Studio has launched a revolutionary clothing concept on the Romanian market, “Made by Society”, a label which is inspired by street power. It undergoes a contemporary culture of movement and excitement experienced through remarkable fabrics, unexpected cuts and fine details.
Results achieved
Made by Society has 14 stores across Romania, in the country’s major cities. It has recently expanded to international markets, the first choice being London, UK.
“We are very excited that “Made by society” penetrated new markets and we are proud that a Romanian brand is so successful abroad, as well. Our success is the result of a great team’s hard work, a team that stood up our brand philosophy all the way but is also coming from the appreciation of our buyers, who are not the cause, but the effect of a bold society. Special thanks to CBRE for a very professional assistance in opening our first international shop.” says Darian Vicol – CEO Vagabond Studio.
Tips to replicate
Well designed and managed online store. Contemporary culture clothes line.
Denis Shoes
Category – Key words
Premium shoes
Who?
Denis, Why Denis, Ana Cori: High-end shoes. 146 employees. Founded in 1994.
Website
Abstract
Denis is a brand founded almost 30 years ago in Northern Romania, with a design philosophy centred on premium men shoes, bags and accessories, when the factory with the same name was manufacturing online men products.The Anna Cori brand was founded almost 25 years ago with an elegant and classical design and exceptional craftsmanship in the world of shoes and bags.
Results achieved
The company has over 35 stores across Romania, one in Odessa, Ukraine and two in the Republic of Moldova, having further plans for international expansion, first aiming at the Eastern part of Europe – Russia, Kazakhstan and then the US.
Tips to replicate
Well designed and managed online store. Multilanguage online store. Capacity to deliver aboard. High-end quality of the products.
Floria
Category – Key words
Flower arrangements
Who?
Floria: Exquisite, extravagant flower arrangements. 32 employees. Founded in 2010.
Website
Abstract
Floria was launched from the owners’ great desire of beauty and passion, in 2010. Since then, they registered high-pacing evolution and shortly became leaders on the market, offering thier clients good services, fresh flowers and up to date flower design.
Floria has been designated the official supplier of the Romanian Royal Family and in 2019 it was the official florist in charge of the preparations for the arrival of the Pope in Romania. It was nominated as the best online flowershop and the best online store 6 years in a row.
Results achieved
Floria is currently active in 52 countries by closely collaborating with local suppliers to ensure the flower bouquets reach their destination as fast and fresh as possible.
Tips to replicate
Providing qualitative products. Well designed and managed online store, with flexible payment methods. Great marketing skills.
VIVRE DECO – Home deco
Category – Key words
Home deco, furniture, Romania.
Who?
Vivre: Home&decor. 288 employees. Founded in 2012.
Website
Abstract
Vivre is one of the most powerful home & decor online retail brands on the European market. Launched in 2012 in Romania, as a start-up, the brand expanded in 8 other countries: Bulgaria, Hungary, Croatia, Poland, Slovakia, Slovenia, Czech Republic and Greece. Focused on the home, decor, garden, fashion & lifestyle categories, Vivre is both inspirational for the customers, as they are able to find ideas and products from the mentioned categories, and a source that maintains their lifestyle, through constant discounts and tens of thousands available products. They annually deliver over 3.5 million products to their clients all over Europe.
Results achieved
Vivre focuses part of its strategy on consolidating its presence in the international market, aiming to provide the qualitative products the company has accustomed its customers.
Tips to replicate
Providing qualitative products. Selecting the suppliers carefully.
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