Romania’s eCommerce Landscape

banner articol inca 10 branduri romanesti

As we commemorate National Day today, on the 1st of December, we embark on a journey to celebrate the essence of Romanian ingenuity and craftsmanship. In this article, we proudly showcase 10 more 100% Romanian brands, each bearing the mark of authenticity, tradition, and innovation. 

Discover the unique stories behind these brands as they contribute to Romania’s rich cultural and economic landscape.

1. Boromir   | 

Founded in 1994, Boromir is a group of companies headquartered in Râmnicu Vâlcea, primarily engaged in milling and baking.

Created out of respect for tradition and starting from a small bakery with a flour mill, the Boromir family business offers both traditional and new and innovative products. 

Online: yes, through distributors

Offline: yes, in all Romanian stores and their own (Boromir Pan Cafe)

Communication: Boromir stands out through its friendly and approachable communication with its audience. They not only passionately promote their bakery products but also offer interesting, easy-to-follow recipes that are accessible to everyone. Their communication feels authentic and relatable to the everyday person, creating a special bond with their online community.

They are also focused on sustainability. From sports activities to recycling and avoiding food waste, they are doing their best to improve the society in which we live.

Opportunities: 

What we love about Boromir is that they seem to know what they are doing. From having a range of high-quality products for different tastes, both traditional and sophisticated, to modern factories and exporting, it looks like they thought of everything. We are very curious to see what other surprises they have in store for us.

2. Bucovina   | 

Bucovina water acquires its rich properties during a long underground journey, where the water is considered to be the purest. Along this journey, Bucovina natural mineral water becomes enriched with calcium, magnesium, and all the essential trace elements for the human body.

Online: yes, through distributors

Offline: yes, in all Romanian stores.

Communication: Bucovina actively engages with its audience, aiming to foster a strong online presence and connect with customers. However, in addition to the fact that it uses numerous communication channels to interact with its audience, Bucovina is involved in numerous CSR activities through which it not only supports the community but also contribute to the improvement of the environment

Opportunities: Initiating recycling programs for the brand’s bottled water can contribute to consumer awareness and build a positive image regarding the brand’s commitment to the environment.

3. Cris-Tim   | 

Cris-Tim is a company built with passion by the Timiș family back in 1992. Starting with a simple kiosk and growing due to the hard work, determination, and consciousness shown by Cristina and Radu Timiș, the company is now one of the major cold cuts, ready meals, and dairy products manufacturers in Romania, its name being a quality benchmark.

For over three decades, Cris-Tim has authored one of the most renowned narratives within the Romanian business landscape. The company’s mission is to continue delivering exceptional, high-quality products that offer substantial benefits to both their partners and the communities they serve. They commit to upholding this promise with unwavering passion and excellence across all of their endeavors.

Online: yes, through distributors

Offline: yes

Communication: The company is active in the social environment, maintaining close and relaxed communication with its customers. Furthermore, it takes advantage of the interactive nature of social media to create an engaging online community. Through its various social media platforms, the company encourages two-way communication, listens to customer feedback, and promptly addresses inquiries and concerns. By doing so, the brand not only enhances its customer relationships but also gains valuable insights into customer preferences, allowing for the continuous improvement of its products and services. This approach helps solidify customer loyalty and build a positive brand image, as the company is seen as approachable, responsive, and genuinely interested in its customers’ needs and opinions.

Opportunities: A digital growth opportunity for Cris-Tim could be to invest in an online recipe and cooking community platform. By creating a digital recipe community, Cris-Tim can engage with its audience in a more interactive and personal way, encouraging consumers to not only purchase their products but also become brand advocates. This initiative can help Cris-Tim reach a wider audience, enhance customer loyalty, and position itself as an essential culinary resource, ultimately driving growth and sales.

4. DIGI   | 

DIGI is a telecommunications service provider in Romania, established in 1994. The Romanian Cable System (RCS) experienced rapid growth in the Romanian market, with the initial steps involving the acquisition of several communication networks in the country.

The company’s mission is to provide their customers with high-quality telecommunication services at competitive prices. 

Online: yes

Offline: yes

Communication: Digi stays close to its customers through transparent communication on social networks, adopting a relaxed tone. Digi also hosts events, allowing customers, and even non-customers, to engage with investors and access valuable information about their services, products, and future developments. These initiatives reflect their commitment to foster an open and approachable relationship with their audience, ensuring they are well-informed and have the opportunity to connect with them in meaningful ways.

Opportunities: The telecommunications industry is dynamic, with consumer preferences and business requirements constantly evolving. By focusing on market trends, DIGI can position itself strategically to meet emerging demands. For instance, the rise of IoT devices and applications presents an opportunity to create new services for both individual consumers and businesses.

Electrica Group is a key player in the electricity distribution and supply market in Romania, as well as one of the most important players in the energy services sector. The company serves approximately 3.8 million users and has nationwide coverage, organized into three regions for electricity distribution: North Transylvania, South Transylvania, and North Muntenia, and across the entire country for electricity supply, maintenance, and energy services.

Since July 2014, Electrica has been a company with majority private capital listed on the stock exchanges in Bucharest and London. Electrica is the only Romanian company listed in the field of electricity distribution and supply in Romania.

Online: yes

Offline: yes

Communication: 

The company stays close to Romanian consumers by communicating through social media, providing them with quality information and opportunities.

Adopting the values and principles required for defining a culture of ethics, integrity, and sustainability in all companies affiliated with the Electrica brand is fundamental to gaining the trust of its clients.

Opportunities: Investing in technologies that help enhance efficiency, reliability, and security is an opportunity worth mentioning.

And let’s not forget about customer education. Electrica can assume the role of educator in terms of energy conservation, efficiency, and the benefits of smart technologies.

6. Jolidon   | 

Founded in 1993 in Cluj-Napoca, Romania, Jolidon has secured its undisputed leadership position in the Romanian market for lingerie and swimwear, also becoming one of the significant players in the international market.


Currently, Jolidon International has over 700 employees and a chain of e-commerce platforms, supermarkets, and hypermarkets across the country.

Online: yes

Offline: yes 

Communication: The company maintains a strong digital presence through its active engagement on social media platforms. Here, Jolidon communicates with its audience by sharing updates on new product releases, exclusive discounts, store openings, and other relevant news. This digital strategy not only keeps customers informed but also fosters a vibrant online community, strengthening brand loyalty and expanding its reach both nationally and globally.

Opportunities: Considering that Jolidon has already established its international presence, a digital growth opportunity for the company could be to further enhance and diversify its international e-commerce strategies. Expanding its product catalog to cater to diverse customer preferences, offering seamless international shipping, and providing localized customer support can help Jolidon strengthen its position in existing international markets. 

7. Napolact   | 

Many years ago, dating back to 1905, in Transylvania, there was a place that was rumored to be the best when it came to dairy delicacies made from butter and cow’s cheese. Initially known as Vlad’s Workshop, it gradually transformed into what we know today: Napolact.

Even though the Napolact brand emerged in 1990, the tradition of crafting delicious products from pure milk dates back much further. Over the years, Napolact’s results have been validated by Effi Romania by winning a lot of prizes in domains such as the Food Products category, the Sustained Success category, or the Packaged Food category.

Nowadays, Napolact is one of the biggest dairy producers in Romania.

Online: no

Offline: yes, in all Romanian stores

Communication: With a rich history and a long-standing tradition in the production of high-quality dairy products, Napolact understands the importance of authenticity and transparency in its relationship with consumers. Through a relaxed and friendly tone, the company aims to be more than just a dairy product manufacturer; it seeks to become a trusted partner in the kitchens and lifestyles of its customers.

Opportunities: With an increasing focus on health and wellness, there is a market opportunity for dairy companies to develop and promote functional and health-enhancing dairy products. This could include products fortified with probiotics, vitamins, minerals, or other nutritional additives that provide specific health benefits. 

8. Scandia   | 

The story of Scandia Food begins in 1922 in Sibiu, a city in Transylvania well known for its Saxon culinary traditions. Since then, the company’s name has been a benchmark for high-quality, trusted brands, as well as research and development expertise.

Online: yes, through distributors

Offline: yes, in all Romanian stores

Communication: Scandia Food is an active company on social media, where they regularly post and provide information about products, campaigns, and events. They are transparent in their communication, positioning themselves in close proximity to the customer and building a strong reputation in the online environment.

Opportunities: Capitalize on the demand for high-quality, ethically sourced meat products. Consumers are willing to pay a premium for premium cuts, organic and grass-fed options, as well as products that adhere to specific certifications.

Also, developing products that align with health and wellness trends and emphasizing the nutritional value of the products can attract health-conscious consumers.

Margaritar belongs to the largest sugar producer in Romania, Agrana Romania. It is a food product obtained from sugar beets or sugar cane with a high sucrose content.

The company Agrana has been present in Romania since 1998 and owns three sugar factories in Buzău, Roman, and Țăndărei, as well as units in the production sectors of starch, confectionery, and fruit concentrates.

Online: yes, through distributors

Offline: yes, in all Romanian stores

Communication: 

If you have a sweet tooth, then this one is for you. Margaritar loooves to entertain culinary enthusiasts with creative recipe ideas and inspiration for using its high-quality sugar products. Its digital platforms serve as a valuable resource for engaging with and providing value to its customer base. 

Opportunities: 

With its reputation and brand awareness, direct sales, business-to-consumer, could be a good opportunity to expand their activity.

Also, a good opportunity could be to develop a user-friendly and interactive mobile app. This app could serve as a centralized platform for offering recipes, tips, and product information. Users could explore a wide range of recipe ideas, create shopping lists, and receive personalized recommendations based on their cooking preferences. Additionally, the app could feature loyalty rewards and exclusive offers to incentivize repeat purchases. This initiative would enhance customer engagement, convenience, and brand loyalty, ultimately driving sales and solidifying Margaritar sugar as a staple in customers’ kitchens.

10. Ursus   | 

Ursus Breweries is the largest beer producer in Romania. The brands in Ursus Breweries’ portfolio include URSUS, Timișoreana, Ciucaș, Peroni Nastro Azzurro, and many others. Currently, Ursus Breweries operates three beer factories in Brașov, Buzău, and Timișoara, as well as a small production facility in Cluj-Napoca. Since 2017, Ursus Breweries has been a part of Asahi Europe & International.

Their mission is to uphold their commitment to creating products with an extraordinary taste that bring more joy to life.

Online: yes, through distributors

Offline: yes, in all Romanian stores

Communication: Ursus Breweries, the largest beer producer in Romania, actively engages on social media platforms where they promote and encourage responsible alcohol consumption in all activities related to their brands. Their online communication extends beyond just their products, covering topics such as sustainability initiatives, investments in reducing carbon emissions, the unique taste of their offerings, and participation in international observance days. Their digital presence reflects a commitment to both quality and responsibility.

Opportunities: 

E-commerce Integration: Explore the potential for an online sales platform or partnerships with e-commerce retailers to reach a wider customer base and make their products more accessible.

Each company we’ve explored not only boasts a unique history and a strong national identity but has also adapted to the digital age with foresight and ambition.

From Boromir’s commitment to delivering traditional and innovative baking products to Jolidon’s strides in the lingerie and swimwear markets, these brands stand as shining examples of success on the global stage.

As we’ve seen, their opportunities are vast, and these Romanian brands have the potential to continue their growth, expand their international footprint, and solidify their positions in their respective markets.

In this ever-evolving global marketplace, these companies have proven that a strong digital presence can complement and elevate their rich history and tradition. It’s a reminder that Romanian brands are not just thriving at home but are making their mark on the world stage, poised for even greater achievements in the years to come.

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