Senso Ambiente: Chinese imports tap into sinking local bathroom fittings market

The local market for bathroom fittings, excluding tiles and faïence, was worth around EUR 60 million last year, according to Virgil Lixandru, head of marketing and sales for bathroom furniture and equipment distributor Senso Ambiente. Around 75 percent of it was made up of no-brand products, many of which are produced in China, and only 25 percent constituted branded products. Of this portion, around 30 percent consisted of ceramics, such as sinks, 35 percent fittings and 40 percent wellness items.

While Lixandru expects the market to stagnate, Senso Ambiente is planning to double its market share of branded bathroom equipment sales in Romania to 22 percent, while increasing the number of distributors to 200, according to the head of marketing. The company is currently working with 60 distribution firms in Romania. Indirect sales make up 75 percent of the total, while direct sales to professionals and individuals who come to the firm’s showrooms cover the rest.

In 2008 the company posted a EUR 2.5 million turnover, but has yet to report its 2009 figures, after the market of bathroom equipment declined. The company plans to start distributing new brands this year and expand its distribution of existing ones in a total of 85 cities in Romania.

Senso Ambiente is part of ITS Group, which includes IT&S, a company specializing in IT&C; ITS Events Management, which organizes fairs and exhibitions; as well as Aqvila Rucar business center. The company contributes around 20 to 25 percent of the revenues generated by the group.

Corina Saceanu

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