Ina expects sales to climb to $10 million

The sales of brand-name perfumes and cosmetics through Ina Center and Privilege shops have risen more than 60% last year reaching over $8.5 million. This year’s sales target is $10 million.

‘We sold more than 150,000 units – perfumery, make-up, skin care products and accessories in 2003, 40% more than in 2002. If talking in terms of value, sales last year went up by more than 60% in dollars,” says Eugen Bartha, general manager of Ina International company, which controls the two store chains.

“Last year’s growth was due to the opening of new shops in very important locations, such as Carrefour Orhideea and Cora, as well as to the positive developments in terms of demand for brand-name perfumeries and cosmetics in general,” Bartha says.

He did not reveal the turnover, but putting various calculations and previously supplied info together shows the company to have made more than $8.5 million in 2003. “We set out to attain over $10 million turnover this year, given that the number of stores will go up by 25%,” Bartha specified.

“We have already dedicated two new Privilege shops this year, one of which is located in Carrefour Colentina’s Shopping Gallery and one is inside Selgros Constanta. We have three more Ina Centres and two more Privileges scheduled for this year,” he added.

The company’s primary targets are the large stores slated for opening in Bucharest – Carrefour, the Mall in Militari or the Metropola Center (the former Radio House).

The investment in a 50 sqm shop stands at about 70,000-80,000 euros, while a 100 sqm shop requires 150,000-170,000 euros.

Incorporated in 1991, Ina International SRL deals in two distinct fields on the Romanian market: distribution and retail of brand-name perfumeries and cosmetics.

As a dealer, Ina International imports products for other retail shops, such as Eva and Beauty Shop, which are its competitors on the retail segment. The perfume brands available in Ina Center and Privilege shops include Kenzo, Jean-Paul Gaultier, Bucheron, Thierry Mugler, Gucci, Escada, Lancome, Dior, and Chanel.

The retail is, however, its main business, where it accounts for more than half of the market, unlike the distribution segment where it accounts for 30%. As a retailer, Ina International sells brands imported by other companies such as Everet Romania (Lancome), Prestige Parfum (Lancaster, Dior), Cosrom (Chanel). Ina International in 1999 acquired control of the Privilege International company, which owns the Privilege retail chain.

Ina International’s and Privilege’s main shareholder is French Marionnaud Parfumeries – 51%, with the remaining 49% held by Greek businessman George Georgandas.
georgiana.stavarache@zf.ro