Romanian Mobexpert Sees 2011 Sales Flat On Year At EUR115M

04.18.2011 By Andrei Circhelan

Romanian furniture group Mobexpert expects sales to stagnate in 2011, near EUR115 million, despite a 5% year-on-year decrease in first quarter sales, group owner Dan Sucu told MEDIAFAX in a recent interview.

Romanian furniture group Mobexpert expects sales to stagnate in 2011, near EUR115 million, despite a 5% year-on-year decrease in first quarter sales, group owner Dan Sucu told MEDIAFAX in a recent interview.

"In the first quarter sales dropped some 5%. (…) We expect sales to be down 5% on the year at the end of the first half as well, but we will surely recover the loss by the end of the year," Sucu said.

He added the second quarter of 2010 was exceptional, since autumn buyers rushed to the stores after hearing the value added tax would be increased.

The company's sales strategy includes constant renewal in the offer, the investment of several million euro in research and development and a focus on niches, such as outdoor decoration.

Mobexpert is also active in Serbia and Bulgaria, but the networks need to be expanded in order to become profitable, according to Sucu.

"You need at least 3-4-5 stores to make profit on a market," Sucu said.

The Mobexpert group includes 11 retail companies, nine furniture factories, seven import firms and three service firms. Each unit is an independently managed profit center within the group.

Sucu launched Mobexpert in 1993. The group is now one of Romania's largest furniture retailers, along with IKEA, Elvila, kika, Neoset and Lemet.