#peopletowatch2022 | Fulga Dinu, a visionary business woman

Mihai-Alexandru Cristea 11/03/2022 | 13:28

Having made her mark on some of  IMMOFINANZ Romania’s major business accomplishments last year, Fulga Dinu, Country Manager Operations, sat down with Business Review and talked about the real estate developer’s plans in Romania for this year.

By Anda Sebesi


2021 was quite a challenging year for Fulga Dinu, but for different reasons than 2020. While the uncertainty of the pandemic continued in 2021, the element of surprise was gone, as business players had learnt how to tackle the situation. “Since I identify with the company quite closely, last year’s strategy was based on moving ahead with plans, quickly adapting to any unexpected circumstances, and working to achieve our goals. This strategy was proven right,” she says. Yet the pandemic context remained the top challenge of 2021, and it meant steering the IMMOFINANZ  business sturdily through rough waters. “However, I strongly believe that unexpected situations can also generate amazing opportunities, so I would say that last year was quite a successful one,” Dinu adds.

At IMMOFINANZ , 2021 was marked by innovative strategies and solutions. The company started off the year by acquiring the former BCR headquarters on Victoriei Avenue, a landmark building that will undergo a major refurbishment which will not only transform the building’s appearance, but also rejuvenate the entire Bucharest old centre area. Then, IMMOFINANZ  signed a long-term lease in one of its newly refurbished buildings in IRIDE Park —the refurbishment had been carried out successfully in pandemic year 2020—with Provita, a renowned hospital operator, thus reshaping the perception of the Dimitrie Pompeiu area and opening a new line of business for the real estate developer. “And last but not least, we started the refurbishment of our VIVO! shopping centre in Baia Mare, which was also marked by a first as our partner Lidl opened a store inside a mall for the first time in Romania.” And these were just three of IMMOFINANZs many major business accomplishments in 2021. In short, the positive side of 2021 for the company had to do with all the innovative transactions it managed to close. “I should also add that this was possible thanks to a wonderful and dedicated team that remained motivated and open-minded throughout the rather harsh times we were going through,” Dinu notes.

In 2022, Dinu says that the company will roll out its internationally recognised myhive office brand in yet another office building. “In addition, as if we were able to foresee the new demands brought along by the pandemic in the office segment, we will also be launching our flexible offering in the myhive buildings, a solution that will allow our customers to enjoy full flexibility, whether for short or long term leases, in terms of both the spaces (from single desks to fully serviced and furnished office spaces) and the services they require. We shall also continue investing in our retail properties in order to increase their attractiveness and help them adapt to the ever-changing market requirements,” she says. Although 2022 looks promising, it will also be marked by the energy crisis. “Our industry will continue to be influenced by the fast-changing demands of our customers, in both the office and the retail segments, but we’re already working on solutions that will certainly turn out to be right for them. I’ve already mentioned our flexible office product, and for the retail segment we’re looking to make the shopping experience more convenient, family-oriented, pleasant, and safe. In a nutshell, we will continue to do business in a sustainable, successful, and ever-adapting manner.”


Fulga Dinus’s 3 business lessons of 2021:

  • Always look for the opportunities raised by a crisis.
  • Stay close to your team.
  • Motivate your people.
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