Cotonella turns to retail

Through hypermarkets and by using its own distribution network, the Buzau-based company, Madirom, which makes Italian Cotonella underwear under contract, will see its turnover increase by 37%, even if its total production volume does not increase on last year. This recipe has already been used by other local textile producers, such as Jolidon. Unlike Jolidon, however, which made a name for its own brand on the Romanian market and now on foreign markets without having worked under contract, the Romanian producer for Cotonella is introducing a brand already known abroad to the local retail market. a??In Romania, when you say underwear, you automatically say Jolidon. We want to offer ladies an alternative to the a??traditionala?? Jolidon,a?? says Nicoleta Radu, general manager of the company in Buzau. Madiroma??s management is primarily relying on a??womena??s curiositya?? in gaining a market segment and intends to supply all the traditional hypermarkets, as well as develop its own distribution network for the west and east of the country. The Italian underwear brand is currently available at Metro and Selgros chains throughout the entire country. ZF