During the cold season, an increasing number of people leave open terraces for closed spaces such as pubs or restaurants. However, people are not willing to give up fresh air and thus producers and distributors of air purifiers derive annual sales of more than 500,000 euros.
One of the air purifier importers and distributors on the Romanian market is West Air of Bucharest, a company set up in February 2003. Sorin Lumina, general manager of West Air Group, says he noticed the growth potential of the air purifier business from the very beginning due to the efficient elimination of cigarette smoke and to the fact that the rapid installation does not require construction transformations of the space the devices are put in.
Besides air purifiers, West Air also distributes air barriers and air dehumidifiers. Prices of air barriers range between 308 euros and 480 euros, while the dehumidifier prices vary between 308-600 euros. Dehumidifier demand comes from highly different market segments, from pharmaceutical plants to office buildings.
West Air posted turnover worth 1.7 million RON (0.5 million euros) in 2005. “The company’s financial performance is increasing, but has not reached the level of our expectations for now. One of the reasons why the market has not progressed in line with expectations is the Romanian legislation in the domain, which does not impose a minimum air quality standard in the case of public spaces,” explained Lumina.
Prices of air purifiers range between 1,300 and 2,400 euros. In just three years since establishment, West Air managed to include among its customers companies such as “Henry Coanda” Airport, Pizza Hut, KFC, Hilton Casino, OMV, British American Tobacco, Philip Morris, Turabo Cafe. Lumina expects turnover to grow by 30% in 2006 against 2005.
The company also plans to promote a new product: the air cooler for terraces. Another company operating on the air purifier market is Bucharest-based Omnia Plus. The company includes in its portfolio of customers ING, Romexterra Leasing, Adras, Medlife and LukOil. “The market largely depends on the way companies promote their products. However, I believe the import and distribution of air purifiers is a high potential business on the Romanian market,” said Marius Patrana, Omnia Plus manager.
Sensing the potential of a new market, some air purifier producers also emerged. Italrom Italian company of Tulcea county is one of them. The company now has 70 employees and a production facility in the town of Macin, Tulcea county. Italrom Electronics in 2005 posted turnover worth 4.5 million RON (1.27 million euros) from air purifier production and sale. The peak season for traders of air purifiers is autumn.
The business in brief
Air purifiers are devices eliminating mechanic impurities down to the level of 0.01 microns
Purifiers are designed for use in any closed public space, such as colleges, schools, kindergartens, restaurants and bars
Annual turnover from air purifier production and distribution ranges between 0.5 million euros and 1.5 million euros
Air purifier prices range between 1,300 and 2,400 euros
The peak season for air purifier traders is autumn