After striking gold last year with the biggest company sale on the Romanian beer market, investment fund Oresa Ventures has embarked on a new business, this time dealing with water, namely water-coolers.
Oresa took over Aqua Natural, a company already operating in this field. To secure success in this business as well, the fund has not spared the money and is to allot several million dollars for development. And since the company needed a manager, they brought aboard the man who managed to make a hit out of Susanne juice brand.
The business founders needed a special name for this new company, so they dubbed it "La Fantana" ("The Well") The product, namely the still water contained in 19-litre tanks, will be named Roua Diminetii (Morning Dew).
The company is willing to spend for this brand most of the funds available this year plus funds from the "three-four million dollars aimed at investments," scheduled for the next two years.
Water-coolers have been present on the Romanian market for only several years and there are three or four companies selling these devices, also providing re-filling services. However, none of these companies has tried to build a brand in this sector by media campaigns.
La Fantana hopes to take advantage of its first-comer position. Moreover, the business is based on device renting and sale of the auxiliary services, including device hygiene.
La Fantana is supported by a group of investors, while the main shareholder is Oresa Ventures. Cornel Marian, Oresa investment officer, is extremely optimistic when it comes to the future of the water-cooler business.
"We have all the necessary ingredients to reiterate our success in the beer sector," says Cornel Marian. Venture capital fund Oresa, together with Advent and Jupiter funds, invested in beer company Brewery Holdings, which they sold last year with over 100% profit in dollars.
The Oresa Ventures official says that he relies on La Fantana manager Cristian Amza, who came from Susanne, and on the quality of the spring that will provide water for Roua Diminetii.
"We did our homework on water quality. We are lucky that we don't have to do anything about the water, since it does not need treatment and, after it is bottled, it remains just like it was 200 metres underground. No surface pollutant can go that deep," the Oresa official stated.
La Fantana success depends on the company's capacity to install as many water-coolers as possible, even in Romanian households, and to provide high-quality services, rapid re-filling, and service.
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