Romania’s eCommerce Landscape
If there is one thing we know for sure, it is that Romania is a land of captivating contrastsāa place where traditions meet the cutting edge of innovation and where time-honored craftsmanship converges with modern business knowledge.
In the age of globalization, Romanian brands have adapted to the challenges and opportunities of an interconnected world. They’ve leveraged digital platforms and eCommerce to expand their market presence far beyond Romania’s borders. Some of these brands are no longer limited by geographical constraints, making their products and services accessible to a global audience.
In this article, we set out on an exciting journey through the complex world of Romanian brands, tracing their development from modest beginnings to global recognition.
Here is a list of some of the Romanian brands that have made a significant impact on the digital retail landscape. These brands have not only adapted to changing consumer preferences and technological advancements but have also set new standards for excellence in customer service, product quality, and convenience. As we explore each of them, you’ll discover how they’ve succeeded in meeting the demands of modern shoppers while contributing to the overall growth and maturity of the Romanian economy.
Bold and cautious, optimistic and innovativeāthis is how Banca Transilvania describes itself. With a 30-year history, it is one of the most loved Romanian brands.Ā
It all started in 1993 in Cluj-Napoca, when a group of businessmen had the idea of founding a bank. With a capital of 2 million USD and a team of 13 people, their journey began.Ā
Years later, BT is one of the largest banks in Romania, with over 3.5 million customers and over 400000 businesses as clients, 513 territorial units, over 1800 ATMs, and over 100,000 POS.
Communication:
BT positions itself as a transparent and responsible bank. They are committed to safety and privacy while educating and supporting the community. And, on top of that, they are focused on protecting the environment through their products and services.Ā
Opportunities:
Creating a more appealing end-to-end online experience is crucial for businesses and organizations looking to engage customers, increase conversions, and build brand loyalty in the digital age.
Borsec is one of the strongest Romanian brands, and it has been so for years. Closely connected to its customers and beloved by millions of people, Borsec has a history of more than 200 years.Ā
The starting point that marks the beginning of the industrial history of bottling Borsec mineral water is 1806. In its debut year, three million liters of bottled water found their purpose in the historical regions of Romania, and Hungary, and on the tables of the Viennese people.
Between 1950 and 1990, Borsec natural mineral water was exported to dozens of countries worldwide, and its visual identity was adapted to various markets.
215 years later, as part of the Romaqua Group Borsec, it is perceived as a celebration of health, as the renown of the Borsec springs, and their therapeutic properties precede it. It is a celebration of vitality and energy because, as has been proven, mineral water alone can provide beneficial energy, generating exuberant dynamism.
Offline: yes
Online: through distributors
As one of the most loved Romanian Brands, Borsec does not shy away from celebrating Romanian values āāthrough personal communication, very close to the consumer.
Opportunities:
From both a business and a customer perspective, exploring new types of water, such as aroma water, can represent a new opportunity. For businesses, offering unique and customized water options can set them apart in a competitive market.Ā
Customers, on the other hand, benefit from a wider range of choices that cater to their individual preferences and well-being. Aroma water provides a refreshing alternative to plain water.
Launched in December 2008, a pioneer in online commerce of bio products in Romania, www.biomania.ro is the online store with the widest range of bio products – basic bio products (oil, flour, sugar), bio pasta and sauces, organic fruits and vegetables, bio cereals, organic milk, gluten-free organic foods, dietary foods, organic cosmetics, bio cleaning products, bio care products, highly appreciated products for children (organic purees and fruit juices, sugar-free organic biscuits, organic cosmetics), eco-friendly toys, and specialized books.
Their mission is to meet consumer needs for a healthy diet and lifestyle by offering the widest range of bio products. Biomania is and will remain the consumer’s top choice, thanks to a diverse range of quality products, a proactive attitude, and respect for the consumer.
Offline: no
Online: yes
Looking at the way they communicate, one thing we know for sure: they know what they are doing, and it seems that behind every action there is a strategy and a plan. Biomania takes on the role of educating the consumer about the benefits of a bio diet, providing data and information about a healthy lifestyle, and supporting Romanian bio product producers through fair commerce.
Opportunities:
We live in times when people are more and more attentive to the quality of the food they consume, and this is a huge opportunity for BioMania to explore,Ā as they can position themselves as experts and professionals in this market.
Dacia Automobile S.A., or Dacia, as we all know it, was founded in 1966. In 1968 the main Dacia factory was inaugurated in ColibaČi (now Mioveni) when Dacia acquired the tooling and basic designs of the Renault 12. In 1999, after 33 years, the Romanian government sold Dacia to the French car manufacturer Groupe Renault.Ā
While maybe it’s not a fully Romanian brand nowadays, Dacia remains a Romanian symbol. āCause you know what they used to say: if you can drive a Dacia, you can drive anything. š
Offline: yes
Online: No, but you can make reservations.
Their mission is to create safe cars that reduce fuel consumption and comply with environmental regulations, using sustainable materials, and this is seen in all their communication.
Opportunities:
Their way of doing things and creating new cars is different. By focusing on quality but also money savings, excluding features and materials that are not necessary for drivers (like natural leather or chrome), they touch numerous pain points of consumers. And, since Dacia is in first place this year among the most valuable Romanian brands, we can say that it knows how to identify, explore, and capitalize on the opportunities that come its way.
Dedeman is the successful business of two Romanian entrepreneurs who, starting in 1992, developed the retail chain specializing in construction materials and Do-It-Yourself (DIY) interior design products, catering to those who wish to build and furnish their homes.
The range of products sold is extremely generous, exceeding 60,000 products in Dedeman stores and 85,000 products available online, on the website, and in the application, of which approximately 85% come from national producers or from imports (from countries such as France, Italy, Spain, Poland, Slovakia, Germany, and China).
Here, customers can find items related to heating, plumbing, electrical, sewage, and gas installations; basic construction materials, interior design materials, tools and accessories; equipment; safety gear; gardening supplies, furniture, electronics, and appliances – in short, pretty much anything you want and need.
Dedeman also means quality services that accompany and complement their customers’ shopping experiences in the stores. In addition to guidance and consultation, their logistics and assistance services transform a visit to Dedeman into an invitation to return to a friendly and flexible environment, dedicated to the plans of the diligent and entrepreneurial.
Offline: yes
Online: yes
Well, we already know that Dedeman is everywhere. From Social Media to OOH, there is no way you havenāt heard about them.
But, beyond commercial activities, the Dedeman company is also aware of the importance of CSR (Corporate Social Responsibility) actions, constantly investing in sports, culture, education, and community plans, all of which are now summed up under the umbrella of the “Good Plans” project.
Opportunities:
Taking into consideration the market evolution and the ever-growing interest in construction materials, interior design products, and DIY, there are so many opportunities for Dedeman, both inside and outside the country.Ā
For example, with increasing awareness of environmental issues, Dedeman could expand its communication and product offerings with a focus on sustainable and eco-friendly home improvement products. This includes energy-efficient appliances, eco-friendly building materials, and products made from recycled or sustainable materials. Promoting these products can help the brand appeal to environmentally conscious consumers.
Dobrogea Group takes pride in still being a 100% Romanian company with over 60 years of tradition and expertise, during which it has managed to preserve and pass on to each generation the unmistakable Romanian taste of bread and favorite sweets.
The companyās mission is to consistently and sustainably grow the Dobrogea brands that are highly appreciated by consumers and to build their business in the global market through strong brands, people, and partners.
Well-known products such as Dobrogea flour or Eugenia biscuits have become synonymous with quality, taste, and tradition, and the companyās commitment is to continue delivering these beloved products to consumers both locally and around the world.
Offline: yes
Online: through distributors
Communication:
Uncompromising quality. The quality of their products is the foundation upon which they build for the future. The products tell a story and represent the company in front of every consumer and collaborator, every day. Although their tradition and expertise are reflected in 62 years of activity, their entrepreneurial spirit can easily be seen in their digital presence.Ā
Opportunities:
Because Dobrogea already has an established reputation and brand awareness, direct sales, business to consumer, could be a good opportunity to expand their activity.
The history of the company began during the Second World War, when Mol-Mos, a laboratory affiliated with Molnar Moser was opened in Cluj-Napoca. This laboratory was nationalized and expanded; it became known as Cosmetic Company No. 21 and later as the Farmec Factory of Cosmetic Products (Source: Wikipedia)
Years later, Farmec introduced the world to Gerovital, a product range based on the innovative formula created by Ana Aslan.Ā
Farmec’s portfolio includes skincare, body care, and hair care products; makeup products; oral hygiene products; sun protection products; professional cosmetics; products for men; and household care solutions. Some of the most well-known product lines are Gerovital H3 Evolution, Gerovital Plant, Gerovital Tratament Expert, Aslavital, Doina, Farmec, Triumf, and NufÄr.
The network of proprietary and franchised brand stores covers strategic locations in all regions of the country, and Farmec’s online store is just a click away for consumers who prefer online shopping.
Online: yes
Offline: yes
They promote authentic beauty and the natural charm of each individual. Their values include a concern for beauty and health, and respect for tradition and the environment, complemented by continuous research, innovation, and attention to customer requirements. And all this is reflected in their communication.Ā
But this is not all. Their focus is also on CSR activities, including sports, culture, education, and community projects.
Opportunities:
The experience, the already well-known reputation, and the existing and constantly increasing demand on the market are just some of the development opportunities for the brand both in the local and international markets.
āSince 1992, with a passion for the pharmacy profession and love for people!ā Now, the leader in the online pharmacy market.
Fair prices. These two words that perfectly encapsulate the recipe they follow, enriched by their extensive experience dating back to 1992, strong connections with the leading suppliers in the market, and last but not least, the loyalty of their customers. These factors have made Farmacia Tei the market leader in the online sector it occupies.
Variety from the beginning. Farmacia Tei currently offers over 35,000 pharmaceutical and para-pharmaceutical products, aiming to cover as many of your needs as possible.
To simplify the ordering process and bring it closer to the desires and needs of their customers, they have partnered with Livrarionline.ro and PoČtapanduri.ro, which give them the ability to deliver products to both your doorstep and PachetomatĀ® delivery points. Thus, depending on the customer’s choice, packages can be delivered directly to their home or to the selected Pachetomat when placing the order.
Offline sales: yes
Online sales: yes
Online, offline, OOH, Social Media, newsletters, partnershipsā¦it is almost impossible not to have heard of Farmacia Tei. And, on top of that, they have an active TikTok account where you can find advice, tips & tricks, and easy-to-do healthy recipes.
Opportunities:
While we are happy when we see that brands respond to consumer messages, we also encourage them to address every single message they receive – good or bad. Especially the latest. By paying more attention to negative reviews, the brand can gain the attention of consumers and, most importantly, their trust. This way, itās not just a source of products with competitive prices; itās also a place to go when you need advice, attention, or solutions to your pain points.
Also, although it is nice that online payment is encouraged, adding cash on delivery as a payment option could attract more customers who maybe donāt want or can’t pay with a card in advance.Ā
Hora Reghin (HORA S.A. nowadays) was established in 1951 by master Roman Boianciuc as a workshop and produced 37 violins in its first year of activity. Over 70 years and 4.5 mil. instruments later, it is the largest and oldest musical instrument company in Romania.
HORA has the great advantage of having very good-quality tonewood like spruce and maple from local sources in the Carpathian Mountains. The tonewood is stored in the company’s warehouses for natural aging for 5ā10 years, acquiring exceptional and long-lasting acoustical qualities. Exotic woods such as ebony, rosewood, mahogany, red cedar, and brazilwood are also used in the fabrication of instruments. The special quality of the wood combined with the craftsmanship of the workers and technicians contributes to the exquisite quality of the products.
The company exports over 80% of its musical instruments all over the world, selling them to large distributors worldwide and directly to local music stores. The growth of eCommerce and Digital marketing, as well as the tradition and quality of its products, has allowed Hora to enter new markets.Ā
The musical instruments produced by HORA S.A. are quality-confirmed and comply with the demands of a very broad spectrum of customers. They provide support to beginners, are reliable for experienced players, and give inspiration to virtuosos.
Online: mainly through distributors
Communication:
While using classical communication channels like Social Media, they are very active in the world of expos and musical events. Their way of communicating is focused mainly on history, traditions, and product quality.
Opportunities:
Although they might not need an introduction when it comes to music connoisseurs, younger generations in Romania could represent a good target audience by positioning themselves not only as a very experienced musical instrument producer but also as educators.Ā
āJust like your signature, the writing instrument will be unique to you.ā Simple as that!
Founded in 2017, Poenari pays tribute to the fountain pen inventor, Petrache Poenaru, who over two centuries ago patented in France the “Endless portable pen, feeding himself with ink”.
After centuries, taking over his method, Poenari added a touch of elegance by transforming a writing instrument into a personalized accessory, with a twist: the fountain pens are made out of wood.Ā
Every pen or fountain pen created by Poenari is unique, thanks to the wood used but also because of the hands that never manage to follow a pattern. There are a multitude of types, shapes, and colors that define these crafted pens and fountain pens, making it impossible for two to be identical, and yet, to enhance uniqueness and personalization, they are engraved with the owner’s name.
Online : yes
Communication:
Focused on the quality and unicity of the products, but also on the fact that you can personalize the fountain pens. Poenari uses many channels to communicate its messages: Social Media, Newsletter, notifications, and others, but a brand protection campaign wouldnāt hurt š
Opportunities:
We all know that there is a tendency to return to past trends and habits, so we are sure that there will be a time when fountain pens will be used again, as they used to be. The name similarity and the quality and unicity of the products are great advantages that can be used in order to build on them and be prepared for that moment.Ā
Romanian brands have been steadily growing in popularity and influence in recent years. These innovative companies have successfully tapped into the digital marketplace, offering a wide range of products and services to cater to the diverse needs of consumers. With a focus on user-friendly websites, efficient delivery systems, and competitive pricing, they have gained a loyal customer base and have become significant players in the country’s retail landscape. From fashion and electronics to food and beauty products, these brands continue to redefine the way Romanians shop, making online and offline shopping a convenient and enjoyable experience for all.
In conclusion, the evolution of Romanian brands is a captivating story of resilience, adaptability, and a deep-rooted connection to tradition. From their humble beginnings to their current global reach, these brands have demonstrated that they can successfully navigate the ever-changing currents of the business world while remaining true to their Romanian heritage.
These are just a few of the Romanian brands that we all love and appreciate – some of them are smaller, and some of them are giants in their industry. But they all have their own histories and traditions. And, in one way or another, they are all present in our past, present, and future.Ā
Did we miss someone? Drop us a line at hello@digitalkitchen.ro! š
DIGITAL KITCHEN Ā© COPYRIGHT 2023. ALL RIGHTS RESERVED.
We use cookies to improve your experience on our site. By using our site you consent cookies. Learn more
