Gorenje wants EUR 13 mln from Romanian market, bets on larger distribution network and built-in appliances

Home appliances producer and importer Gorenje plans to up its business in Romania by 10 percent this year, to some EUR 13 million, on the back of large home appliances, which make the bulk of the company's sales in Romania. The growth should also be fueled by a larger distribution network and by more products on sale, according to Damir Drazetic, general manager of Gorenje in Romania (in picture). With small appliances accounting for only 30 percent of the local turnover, and white goods covering the rest, Gorenje expects growth this year on the built – in appliances segment, as built – in products are among Romanians' favorite. Gorenje's sales in Romania are almost evenly divided between specialized stores – 35 percent, while a quarter come from independent stores, and a fifth from the cash and carry and do-it-yourself shops. Online sales only bring 17 percent, while partnerships with networks which specialize in the sale of kitchen furniture, some 3 percent. All in all, Gorenje sells its products throughout 600 stores in Romania. The company, headquartered in Slovenia, where it also runs a production unit, posted a turnover of EUR 1.2 billion worldwide in 2012, but its profit was as low as EUR 290,000, down from some EUR 9 million in 2011. editor@romania-insider.com (photo source: Gorenje)