VES Sighisoara begins rebranding process and expects 19 percent increase in 2010 turnover

Newsroom 04/11/2010 | 16:12

A producer of enameled cookware dating since 1978, VES SA Sighisoara has started a rebranding process with a budget of an estimate 3 percent of its 2010 turnover, which is expected to reach RON 49 million. The main change that the company has adopted is the new name and corporate brand VES, an acronym for Vase Emailate Sighisoara, the company’s former denomination.

After going through a difficult year in 2009 (when a turnover of RON 41 million was reached), which involved three months of technical unemployment, measures of restructuring were taken and more focus was put on export, as Sorin Stan explained, VES general manager since September 2009. This year, the company has reached an export of 40 percent of the total turnover, with the main countries of destination being Hungary, Germany, Poland, Ukraine and Macedonia. A sales department was therefore created within the company, the number of employees was reduced to 540, part of which around 200 are employed on a temporary basis and a computerization process has been started in the production line, the result of a EUR 200,000 investment.

The company will also invest in redesigning its product range, thus adapting to more modern requirements, yet maintaining its traditional approach, explained Iuliana Georgescu, marketing director at VES. Georgescu also added that according to recent studies, enameled cookware is considered to be the safest concerning health issues, which are practically inexistent in this case, compared to other fabrics that present higher risks.

The new brand identity of VES, created with the aid of branding agency Brandient, has a centaur as a logo, the mythological character that offered immortality to Prometheus, the titan that gave fire to humans. The fire symbolism is reflected in the connection between the cookware and the permanent use of the ancestral fire in the act of cooking.

Three million pieces of cookware are produced yearly, a supply overcome by demand, stated Sorin Stan. The company has also diversified its product range by manufacturing stoves, fireplaces and heating systems under the Caldi brand, currently holding a share of 50 percent in the market. The cookware section, on the other hand, holds 35 percent in market share.

 In picture, from left to right, Iuliana Georgescu, marketing director at VES, Alexandru Farcas, president of the board of directors, Sorin Stan, general manager.

Corina Dumitrescu

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