Ina Center and Privilege to become Marionnaud by yearend

The 53 Ina Center and Privilege stores on the Romanian market, are in full process of rebranding, as most of them are set to operate under a new concept, Marionnaud, by the end of the year.

"The change will occur in two stages. First we will change the Ina Center name to Marionnaud by Ina in order not to lose the brand awareness that Ina has built on the Romanian market, since it was one of the first fragrance shops to open on the Romanian market, and then we will move on to the Marionnaud brand. For the Privilege stores, I think the change will not create problems because it does not carry the same weight as Ina does. We will do the rebranding directly," Sorana Georgia, who took over as the company's country manager two and a half months ago, told ZF.
The management change, as well as the change in the store concept come as a result of an international change of shareholders. In July last year, Ina Internaţional and Privilege Parfumeries, 51% held by French-based Marionnaud Parfumeries and 49% by Greek businessman George Georgandas, were taken over by AS Watson, through Marionnaud Germany.