Pehart Group brands enter new European markets. Pufina gains popularity beyond borders

Pehart Group, one of the largest tissue paper manufacturing companies in Southeast Europe and a leader in producing and processing household paper products in Romania is entering new European markets with finished goods sold under both their own brands and private labels (retailers’ own brands).

​The oldest and, at the same time, the most modern paper mill in Romania annually produces 100,000 tons of tissue paper in its two factories located in Petrești and Dej, and processes over 75,000 tons of finished products. Currently, 35% of the total production is exported. While industrial paper used to represent the majority of exports, the Romanian company aims to make its finished products available on the shelves of stores in as many European countries as possible.

Serbia, Albania, Bulgaria, Greece, Ukraine, the Republic of Moldova, Austria, and Germany are among the countries where Pehart Group sells products of its most popular brands, Pufina and Alint. This year, the company intends to enter the markets in Hungary, Croatia, Macedonia, and Montenegro.

​“We aim to achieve specific objectives in our export strategy, which include the international development of the Pufina and Alint brands and strengthening the company’s position in Southeast Europe. Our focus is on creating new markets and identifying additional opportunities through portfolio expansion”, says Ovidiu Hoza, National & Export Sales Manager of Pehart Group.

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Serbia is the country where the company exports the most finished goods under the labels Pufina and Alint, including toilet paper, paper towels, table napkins, facial tissues, and more. While Pufina is already one of the most successful Romanian brands on the local market, establishing itself as a premium product over its nearly 20 years of existence, it also enjoys favourability in the European countries where it is exported.

“The Pufina products enjoy popularity not only in our country but on foreign markets as well. In all our export countries, once the items are placed on the shelves, we notice a continuous increase in demand. The quality provided to the end consumer is what speaks in favour of this brand. As a result, we are experiencing a rapid growth trend in export volumes,” the Sales Manager of Pehart Group explains.

Moreover, this year, the company is investing over 20 million euros in both energy efficiency improvements for production lines and portfolio diversification of products, as well as increasing export capacity. Last year, the company launched three new varieties of wet toilet paper under the Pufina brand and aims to enter the Away from Home (AfH) products market this year. Approximately a quarter of the total investment value in 2023 will be directed towards the new conversion line for AfH products.