Romanian pharma chain Dona re-brands with EUR 15 million

Romanian pharmacy chain Dona will invest EUR 15 million in re-branding and reshuffling its pharmacies in the next five years. The first 50 re-braded pharmacies under the new design will be re-opened by the end of the year, located both in Bucharest and across Romania. The pharma retailer also wants to expand the chain to 300 units by the end of 2013, from the existing 240 shops. The first pharmacy under the new design was opened in Bucharest, Dona Liviu Rebreanu, following an investment of EUR 50,000. Matius Studio, which specializes in architecture and retail design, won the design pitch for this project. Dona's new promotion campaign includes media exposure – radio, TV, printed media and online, as well as outdoor visibility. The re branding campaign was created and managed by Publicis, Optimedia and Free Communication. Dona has 1,500 employees in its 240 pharmacies across Romania, and serves 1 million patients a month. The Dona chain of pharmacies is run by a company called Siepcofar, created in 1991, and is controlled by Romanian investors Nicu Nistor and Eugen Banciu. editor@romania-insider.com