Aliz Kosza, the new CEO of Fabryo Corporation, varnish and dye producer, expects turnover to register an average increase of around 20-30% over the next three years due to real estate market growth.
Fabryo, which derived turnover worth 42m euros last year, up 30% on the previous year, will invest in the development of its network of showrooms this year, after it completed a 15m-euro investment in the construction of a production facility close to Popesti-Leordeni, near Bucharest.
"From the moment I took over the management of Fabryo, sales have been my priority. I established a new commercial policy and changed the territorial sales structure by appointing two regional managers to give better support to distributors," stated Kosza. At present, Fabryo has around 37 distributors.
Moreover, Kosza plans to boost sales on the business-to-business segment and arrange meetings with construction firms for the promotion of several special packages.
Until the end of last year, Kosza ran the domestic operations of Norwegian group Orkla Foods and was employed by the company for 4 years. Over the past 10 years, she has filled several management positions with several companies that include general manager of MOL Romania and sales coordinator for Kraft Jacobs Suchard in Romania.
"Since 1997, I've changed the field of activity every 3 years, after I discovered that facing new challenges was my main motivation. I joined Fabryo to complete the process of transforming the company into a modern business, which began a year and a half ago when Oresa Ventures entered the company's shareholder structure," explained Kosza.
Kosza will also change the company's marketing strategy over the medium and long term, after it launched a survey to register the impact of Fabryo products on the market.
This year, Fabryo budgeted turnover to increase by around 30%, to 54m euros, due to the increased consumption of dye and varnish and the new sales policy. As a result, Kosza expects the level of turnover to be twice as high as the market growth rate, forecast at 12-15% by MEMRB market research firm.
The group's most well known brand is Savana, which benefited from a strong promotional campaign last year.
According to representatives, the company now holds 18% of the decorative dye market.
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