Diverta operational costs down 35 percent in 2010

Newsroom 06/04/2011 | 09:58

Retailer Diverta has taken its operational costs down 35 percent in 2010 by renegotiating rents, reducing fixed costs and moving its HQ in a building it owns, according to Casa de Insolventa Transilvania, the legal adminsitrator of the insolvent retailer.

Last year Diverta closed 13 stores and opened two new ones in Sun Plaza Bucharest and Atrium Arad. In 2010, the company posted a EUR 21 million turnover and it estimates to maintain the same level this year.

According to Casa de Insolventa Transilvania, the book market was on a downward trend last year, down 15 percent compared to 2009, while the foreign books market went down 20 percent compared to 2009. “Diverta’s sales last year were supported by the ‘three at the price of two’ promotions. In august of last year Diverta re-alligned its book prices and started the ‘Dai carte ai parte’ (Give a book, get a share) and ‘Facem schimb de jucarii’ (Trading toys) campaigns, which brought in extra sales. They were re-started in January of this year and will continue until august 2011,” explains Andreea Anghelof, senior partner with Casa de Insolventa Transilvania. At the same time, the retailer organized more events in its network, and hosted book launches, media launches, tours, private parties, workshops, or partnerships with kindergartens.

Diverta is currently working with Casa de Insolventa Transilvania on the network’s reorganization plan, which could be filed at the beginning of May 2011.