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February 9, 2023

Romanian distributor Color Smart aims for 3 million euro turnover in 2021

Romanian company Color Smart Distribution, sole importer and distributor in Romania and Republic of Moldova for Benjamin Moore and Novacolor, premium brands of interior and exterior decorations, estimates a turnover of 3 million euros for this year, 50% more than last year.

This month, the company opened a new showroom in the Aviatorilor area of Bucharest, which represents a total investment of 500,000 euro. The investment is part of the company’s strategy for the coming years, to grow at an annual rate of 30-50%, similar to the evolution of the business over the last three years.

“The growth comes from the development and maturation of the distribution system, as well as from new projects, both with specialists – architects, designers, builders – and final customers. We see customers’ desire to have sophisticated, unique, personalized interior design solutions, and this explains the advance of the premium indoor and outdoor paint segment, a market segment which we lead,” says Catalina Trupşor, founder and CEO of Color Smart Distribution.

At the same time, the new showroom also marks the rebranding of the company founded by Catalina Trupşor in 2005. The company owns two showrooms in the country – Bucharest, Constanta -, and sells products through 12 partner stores in the country.

The main challenges in the expansion of Color Smart business are the growth of the distribution system, the development of the specialists community and the improvement of performance in areas such as logistics and customer service.

“The pandemic has changed the behavior of our clients, who have spent more time indoors and have invested more generous budgets in decorating their homes. Consumers’ appetite for everything that means interior decoration has increased, and this trend will continue in 2021-2022, supported by the Romanians’ preference to be the owners of the homes they live in”, declares Catalina Trupșor.

According to the manager, customers who arrive in the company’s showroom are familiar with  Benjamin Moore and Novacolor brands and want unique, special, exceptional designs.

They allocate for decoration of the interior walls budgets that start from 2 euros per sqm and can exceed 200 euros per sqm. For exterior walls, the budget for products starts at 3,5 euros per sqm and can exceed 100 euros per sqm, and if it is a  historical monument restoration, the costs are even higher.

The best-selling products are those with a matte finish, and the Romanian’s favorite shades are pastel ones, which account for about 70% of sales. Sales of wood and metal paints are also on an upward trend, which means that Romanians carry out several outdoor design projects (terrace or courtyard).

The Benjamin Moore color palette contains 35,000 shades, embossed, matte, glossy, with a unique texture. The American company Benjamin Moore is the market leader in the global top of premium paints, varnishes and decorative plasters manufacturers.

The local paint market is estimated at EUR 180-200 million and over the past three years the annual growth rate has been 5-7%.




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