The middle class is still not making any difference in times of elections, but it is surely a factor one must take into account in the retail business. It is the middle class that has allowed the premium brands, either cars, perfumes, electronics or apparel, to start selling more on the Romanian market. This trend is also the reason why Graftex, dealer of Bigotti products, decided to introduce a high-end line. The results were way beyond estimates.
"We launched the Artigiani products, Bigotti's premium brand, at the end of last year. We had 4,000 Artigiani products estimated to be sold throughout November 2002-March 2003, yet in December we had already run out of stock," Emil Rosca, Graftex marketing manager said.
An Artigiani shirt costs nearly 1.9 million ROL, while a tie may go up to 1 million ROL.
The company sold more than 3.3 million euros' worth last year and estimates to cross the 4 million euro border this year.
Graftex now holds 18 shops in Bucharest and in the main cities throughout the country.
"We are planning to open two or three stores in 2003, with one already opened on the Departures Terminal of the Bucharest-Otopeni Airport earlier this year. This location, like the one on Calea Victoriei, is a flagship store," Rosca said.
Besides shirts, ties and leather articles, Graftex has been distributing suits and knitwear since last year.
"Sales of suits are projected to increase by 80% this year, but shirts (40%) and ties (20%) will still account for the largest share in the sales," the Graftex official said.
The Bigotti brand accounted for more than two thirds of the total sales last year, that is 2.3 million euros. This is the brand with which the company began its distribution operations in 1995.
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