Romania’s electronics and home appliances market to exceed EUR 2 billion in 2018

Aurel Dragan 16/11/2018 | 14:09

The electronics and home appliances market could exceed the EUR 2 billion (RON 9.5 billion) threshold this year, amid Romania’s appetite for Black Friday purchases and the Christmas shopping season, according to an analysis conducted by KeysFin.

“The trade of electronics and home appliances is very well-centered around some major investors. Although there are over 600 companies at the national level in this sector, only a few of them are able to survive alongside the big players, which explains why the number of companies dropped last year by 8 percent compared to 2016 and by 15 percent compared to 2013. We expect the consolidation process to continue, with major investments in retail networks, in logistics and especially in the online segment, which will contribute to the coagulation of the market,” shows the report.

The analysis, which took into account the evolution of companies whose main activity is the retail trade of household appliances and electronics in specialized stores, shows that this market is highly concentrated, with five companies accounting for 93 percent of the total turnover at the national level.

According to the data for 2017, the market leader is Dante International (eMag), with a turnover of RON 3.31 billion, which represents 39.7 percent of the total national business. Also among the top retailers are Altex Romania, with a business of RON 3.28 billion (39.4 percent), Flanco Retail (RON 983 million, 11.8 percent of the total), Euro GSM Impex (RON 113 million lei, 1.4 percent of the total) and Gorenje Romania (RON 77.6 million, 0.9 percent of the total). As seen, the difference between the first two retailers and the fourth or fifth is huge.

“As Dante International SA (eMag) focused on significant investments, announcing the launch of the largest warehouse in Romania, the most profitable company was Altex Romania, with a profit of RON 48.7 million. The ranking of the most profitable companies in the sector is completed by Domo SRL (RON 6.4 million), Flanco Retail (RON 5.2 million), Nordic Romar SRL (RON 4.9 million) and Euro GSM Impex SRL (RON 4.3 million) The most profitable five companies generated 70.3 percent of the total market profit,” shows KeysFin.

According to the analysts, Bucharest and Ilfov County attracted the largest businesses in this sector, exceeding RON 7.7 billion in 2017. The hierarchy is completed by the counties of Cluj (RON 127.8 million), Botosani (RON 56.4 million) and Constanta (RON 50.6 million). The top five counties generated over 95 percent of the total national turnover.

Last year, the turnover in the electronics and electronics trade sector increased by 21 percent compared to 2016, to RON 8.35 billion, and by 120 percent compared to the one recorded five years ago.

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