10m-euro turnover for Sara Lee importers

Arad-based companies Safilar SA and Coturnix SRL, local importers and distributors of the consumer goods made by US giant Sara Lee, estimate 10 million-euro turnover for this year. “We will attain a 15% growth of this year’s sales in ROL. The growth in volume is of at least 25%,” says Alin Dicu, the general manager of the two companies. The difference between the two indicators was due, Dicu says, to the numerous promotions conducted on the Romanian consumer goods market this year. “Even though we are positioned on the premium segment with our products, we had to conduct promotions to be able to compete. The development of the consumer loans in the last few years has induced a decrease of the weight of consumer goods in any family’s budget,” Dicu believes. The Sara Lee products distributed by the two companies include Ambi Pur (car and home air fresheners), Catch (insecticide), Frisbi (paper products for home use), Kiwi (footwear care), Douwe Egberts (coffee) and Pickwick (tea). ZF