Trust Expert: Supplying Excellence for a Sustainable Future

Trust Expert, the Romanian company founded by Gabriel Anicai and his Belgian partner in Piatra Neamt back in 1993, turns 30 this year. After a small initial investment followed by solid organic growth over the years, Trust Expert managed to become a top player on its market and a supplier of excellence in the HVAC systems sector. Business Review sat down with general manager and co-founder Gabriel Anicai and found out the story behind the three decade- old business.

By Anda Sebesi

2023 represents a major milestone for Trust Expert, a fully Romanian company specialising in HVAC (heating, ventilation, air conditioning) systems, as it celebrates 30 years of existence on the Romanian market. With a diverse portfolio that includes residential and industrial projects, the company is the exclusive importer of international brands such as NIBE Sweden, SABIANA Italy, HENCO Belgium, EUROACQUE Italy, and INDECAL Italy. It offers a wide range of over 3,000 products, and is an exclusive seller on the Romanian market for the majority of them.

Founded back in 1993 in Piatra Neamt, Trust Expert is a key player in the air conditioning industry and the transformation of the energy market in Romania. In its 30 years of operations, the company has recorded constant growth in terms of its portfolio, products, services, customers, and partners. For example, The Henco multilayer pipe or wood-burning boilers with gasifiers are just some of the innovations Trust Expert has brought to the local level.

From a financial perspective, since its inception, Trust Expert has been on a consistent upward path, having managed to end 2022 with a turnover of over RON 75 million—a 50 percent increase compared to 2021—and a net profit of over RON 12.5 million. A pioneer in energy technologies, Trust Expert has served over 400,000 customers over its three decades of innovation.

“Companies represent our direct customer, as we have a B2B business model. They are real estate developers, office landlords, entrepreneurs in the hospitality sector or representatives of large companies that own and operate industrial spaces. They are oriented towards efficiency and energy autonomy and they want predictable costs and sustainable solutions, in line with the European trends in the field,” says Gabriel Anicai. Through its partners, the company works with individuals as well.

“I founded Trust Expert back in 1993 together with my Belgian partner who introduced me into the world of HVAC systems. Even though I was a graduate of a sanitary school, I was attracted by his proposal to start a business that would import HVAC solutions from Belgium. I had no expertise in this field, but I was eager to learn more about it. I was also aware of the fact that I had a strong entrepreneurial spirit and a major need to be independent,” Gabriel Anicai recounts. He adds that he was always quite confident about this endeavour, also thanks to the constant support of his parents. “My mother was an accountant and my father was a facilities foreman so I used to ask them for advice or potential solutions.” They started the business with a small investment of a few thousand dollars. “We managed to get our investment back within two years from the lauch of the business. In the following years, we saw further organic growth.” Anicai adds that focusing on this organic growth was the best strategy for his firm.

“I know that loans are the foundation for the development of any economy. But I strongly believe in one principle: don’t spend money you don’t have. I learned this from my mother, a very thorough accountant. This is why almost all of our investments were made from our own financial resources, except a couple of loans we took out over the entire life of our company. For me, this approach built a base of trust and safety that helped me develop the business,” Anicai explains.

A Long-Term Business Journey

The most recent public data available shows that on average, the lifespan of a Romanian company is 10 years. Only a few of them have managed to survive for three decades. In such a challenging context, how has Trust Expert been able to stay on the market for three decades now and became one of leaders of its sector? “When we decided to pursue entrepreneurship, we were quite young. This offered us a kind of determination and energy that is very difficult to describe now. Failure was not an option at that time. Yet, apart from this powerful initial drive, long-term success is based on the solid principles we have in our organisation. For us, it is very important to do things properly, to identify optimal solutions for each project, and to implement them at the highest standards,” Anicai notes.

As one of the leaders of the HVAC industry and among the pioneer companies that have brought innovative solutions on the Romanian market, one of the main challenges Trust Expert has faced has been to identify engineers in this field. “We had to ‘create’ them,” the general manager says. To address this issue, the company invested in training both its internal teams of enginners as well as those of its partners. “In total, we trained over 400 specialists and we continue to make efforts in this area,” he adds.

A Sustainable Approach

“Thirty years is a solid history, but also a reflection on the future. This is not only the anniversary of a company but also a celebration of dedication, innovation, and commitment to society. Our aim has always been to serve the community’s immediate needs without losing sight of the long-term impact of our decisions. That means investing in sustainable technologies and constantly adapting our business model to remain relevant and be pioneers in our sector. For the next 30 years, we promise to maintain the same excellence, dedication, and innovation that have set us apart,” Gabriel Anicai says.

Over the past 15 years, Trust Expert has placed heat pumps at the centre of the business, promoting their adoption on a large scale, as more economical and sustainable alternatives to conventional heating or cooling systems.

“A heat pump is more efficient compared to a traditional heating system because it extracts the heat from external sources like air, water, and soil and transfers it into indoor spaces. It uses less energy to produce the same amount of heat, which translates into smaller costs and a reduced impact on the environment,” says the businessman.

Trust Expert has consolidated its leading position in the supply of HVAC systems by offering technologically advanced solutions aligned with international sustainable development standards. “One of the core pillars of Trust Expert’s business model is to actively adopt and promote heat pumps as a sustainable solution that can significantly reduce carbon emissions. This technology is becoming more and more attractive to consumers. It also places us at the centre of conversations on environmental policies and combating climate change,” Anicai notes. Trust Expert honuors its commitment to innovation and sustainability not only through the products it offers, but also through a package of technical assistance services, from pre-sales consultations to post-installation support, while also offering custom solutions that adequately meet the needs of each project. Lastly, the company aims to become an integrated HVAC service provider.

“What Do I Want As I Turn 30?”

To mark its 30 years of activity from the perspective of business milestones but also to create a deeper connection with the company’s clients and partners, Trust Expert launched an anniversary campaign titled “What do I want as I turn 30?”. It creates the perfect premise for celebration, reflection, and a reassessment of the company’s mission: to become a partner for its customers and contribute to achieving shared goals. The anniversary campaign concept capitalises on the connection between the company and its stakeholders. Just as everyone asks questions in their 30s about who they are, their values, and how they can contribute to their own well-being and that of those closest to them, Trust Expert turns its attention to the aspirations it shares with its clients: a healthy family, a prosperous business, and free time spent in comfort and safety with friends. “We’ve set out to open an authentic dialogue where everyone can express their needs and desires. Whether it’s about an efficient ventilation system that doesn’t fluctuate or creating an indoor climate that emphasises health and comfort, Trust Expert is committed to providing the right solutions,” Anicai adds.

A Bright Future

Looking to the future and following international market trends around sustainable and energy-efficient systems, Trust Expert aims to increase its turnover threefold over the next five years, with an integrated offer of products and services in the field of HVAC solutions. Plus, the company expects to end 2023 with a turnover of RON 88 million. Currently, the company has 35 employees and over 400 local suppliers. “Since the company’s founding, our aim has not been to just supply high-quality air conditioning systems, but also to be a partner for comfort and prosperity. We are proud of our exclusive partnerships with established brands and grateful to the customers who have trusted us and welcomed us into their homes. Only with their help was this Romanian company able to become one of the market leaders alongside well-known international players,” adds the general manager.

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