Ruris starts exporting in Bulgaria this year, boasts regional expansion plans

Newsroom 16/03/2012 | 12:58

Romanian motorized farm equipment producer Ruris hopes to register a sales increase of about 32 percent this year, taking the total to EUR 6.2 million and the market share to 9 percent. The growth will come from launching new products, upgrading technologies and extending the number of partner stores by 20 percent.

In the second half of this year Ruris will begin exporting in Bulgaria which the company estimates it will generate between 5 and 10 percent of its sales. “We will start with Bulgaria and if things go well, in the next years we want to be present in most of the Eastern European markets,” said Catalin Stroe, GM and owner of Ruris.

In order to support its expansion plans, the company wants to invest EUR 2.2 million in a new production line for its factory in Craiova and is looking to get EU financing for this project.

In 2011 the company saw sales surge 57 percent to EUR 4.7 million. Ruris estimates that the Romanian market for motorized farm equipment will grown by about nine percent this year to EUR 69 million, after last year it increased by ten percent. Another developing direction is to further invest in innovation. The company’s latest investments in new prototypes amount to EUR 115.000.

Ruris was set up in 1993 in Craiova, southern Romania, by Catalin Stroe, a Romanian engineer who also fully owns the business. The company’s product range includes chainsaws, bush cutters, lawn mowers and tillers and starting 2017 it could also produce a medium-sized hybrid tractor. Ruris products are priced between RON 690 and RON 15.900.

Over 80 percent of the company’s customers come from rural areas and own on average between 1 and 7 hectares of land.

Distribution is carried out through DIY chains – bauMax, Deedeman and Hornbach – as well as specialized shops and the company’s own 14 stores.

Simona Bazavan

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