22m-euro business plan for Nike's importer

Elmec Romania, the importer and distributor of the Nike sportswear on the domestic market, posted 45-50% sales growth in the first half compared with the same time last year.
“We estimate 22 million-euro turnover for this year,” Norris Mageanu, Elmec Romania marketing manager told ZIARUL FINANCIAR.
This accounts for an about 50% increase from last year, when Elmec Romania made a 15 million-euro turnover, according to data in the Official Gazette.
At the same time, the gross profit last year stood at 0.8 million euros, the same data show.
Besides Nike, the company also imports and distributes other clothing and footwear brands like Converse, Energie, Miss Sixty, Calvin Klein Jeans, Replay, Docker’s, Polo Jeans Lauren and Camper.
Elmec has posted steady growth over the last few years due to the development of the store chain and the increasing number of brands distributed.
“Figures have been going up year after year since 1999, when the company began operations in Romania,” Mageanu adds. As a comparison, the company’s turnover in 2000 was a little over one million euros.
Elmec was first known as the importer of Nike sports goods on the domestic market.
“The increase (for the Nike brand i.e.) this year has been of 30-35% and was triggered by the marketing campaigns and the opening of new stores,” Mageanu said.
Sales of Nike sportswear received a boost from the football World Cup in Germany, company officials say, as Nike was the official sponsor of the Brazilian, Dutch, Portuguese, Croatian, Mexican, US, Australian and South Korean teams.
“Such an event is always a growth factor for sales, especially because of the international marketing policy Nike had,” Mageanu explained.
However, the defeat of Brazil, this year’s favourite for winning the title, had a negative impact on sales.
“That the team left the competition earlier was not an extraordinary loss, but it did affect our estimated sales figures a bit,” Elmec Romania’s official added.

Elmec Romania
Began operations in 1999, turnover stood at a little over one million euros in 2000
Has seen business grow significantly since 1999 because of store chain development and increasing number of brands distributed
This year’s turnover will be an almost 50% increase on last year’s 15 million euros