Catalin Paduraru, the majority shareholder in Vinexpert, the main wine retailer on the domestic market, says he gave up the distribution business to focus exclusively on the development of the store network.
Catalin Paduraru, former shareholder in a wine distribution company, decided to exit the business and devote himself to Vinexpert. In his opinion, the Romanian wine market is still teeming with opportunities for producers. "It''''s a market that can be shaped up, since our consumers are still willing to learn, which is no longer the case on any Western market," Paduraru believes.
On the other hand, consumers are quite confused, because they are faced with some 1,000 wine labels of which they cannot choose 100 quality ones, he says.
Nevertheless, wine consumption in Romania is half the level registered during the interwar period.
The Vinexpert official also says that, in Romania, everyone is focusing on production, on the number of sold bottles, on reaching the highest quantities. "It is important for us to also comprehend consumption or communication patterns. I believe a retailer has to shape up the market and find tiers to sell products on," he adds.
"Our message was diluted when we operated in the field of distribution, and therefore we decided to withdraw and focus on retail because the Romanian market needs wine stores and wine-bars," says Paduraru.
After having opened stores specialising in wine, the Vinexpert shareholder decided to approach the wine-bar concept as well, opening the first outlet of this type in Bucharest, following investments worth more than 20,000 euros.
"The first store, opened in 1999, was a gallery combining art objects with old wines. Next came a studio and another shop in Brasov, and now we''''ve opened a bar. Should the locations we are going to find in the future allow it, this will be the type of store we plan to develop," says Paduraru.
The company owns four stores, three in Bucharest and one in Brasov, and is going to open another store in Bucharest and a virtual store as well. According to Paduraru, the projected investments are considerable. With the new stores, Vinexpert''''s turnover will go beyond one million euros this year.
Paduraru says, though, that Vinexpert''''s normal growth pace, without the involvement of a strong investor, means the opening of 3-4 stores every year.
"I am trying to turn Vinexpert into a brand that can be easily taken over by an international wine retail chain or by another developer," says Paduraru.
There are six wine stores in Bucharest, almost three times less than in Prague or Warsaw.
Following extensive market research, Paduraru decided to start a rebranding process for the Vinexpert stores.
Vinexpert
* The main wine retailer on the domestic market
* Opened the first wine-bar in Bucharest, following investments worth more than 20,000 euros
* Owns four stores, three in Bucharest and one in Brasov
* Is planning to open another store in Bucharest and a virtual store
* With the new stores, turnover will go beyond one million euros this year
* Will start a store rebranding process.
dana.ciriperu@zf.ro
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