Idea Moda, the company that brought the Terranova brand onto theRomanian market seven years ago, stopped working with Italian-heldTeddy SpA, owners of the brand "not only as a result of thefinancial crisis," according to Dacian Demian, owner of Idea Moda."There were other personal reasons, as well" that prompted Demianto let go of the brand and relinquish management rights to localcompany Emporio.
The low prices, the large number of products available in anarea of several hundred square metres and the "trendy factor" madeTerranova into one of the most sought after clothing brands in the2005-2007 period for medium-income earners.
The brand lost some of its appeal when the standard of livingrose and people turned towards new brands on the map of fashion,such as Zara, Mango, Promod, Pull&Bear, and Esprit.
Idea Moda had to rethink its business, and last year decided toclose some of its unprofitable stores, where rent was too high, andrevenues did not exceed costs.
At present, Idea Moda is in the process of handing over stores,with Terranova to be managed by Emporio, a company based inConstanta, which also held the Terranova franchise for four stores.
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