Home Laundry Appliances in Romania

PROSPECTS

Rising disposable income and consumer education drive sales in 2019

Rising disposable incomes and a more educated consumer base boosted retail volume sales of home laundry appliances in 2019. Premium, energy-efficient products continued to gain ground, as did models with multiple features and special programmes (i.

Automatic dryers posts strong growth with increasing competition in the category

Automatic dryers recorded the fastest volume growth in 2019 as they are more novel and there is increasing competition in the category. Also, Romanians generally appreciate products with a bundle of features.

Chained electronics and appliances specialist retailers lead with their extensive product portfolio and attractive prices

Chained electronics and appliances specialist retailers hold the largest share in home laundry appliances as Romanians enjoy their extensive product portfolio and attractive prices. Still, internet retailing has become more common (often due to the omnichannel approach of these chained store-based retailers).

COMPETITIVE LANDSCAPE

SC Arctic leads with its good geographical coverage, strong brand image and innovation

SC Arctic continued to lead retail volumes sales of home laundry appliances in 2019, capitalising on brand recognition and image, and good nationwide distribution. Its Arctic and Beko brands are widely perceived to offer good price/quality ratios.

Miele consolidating its presence in the country

Miele is growing, optimising its operations in the country – it launched an online store and partnered with eMAG, the country’s leading online retailer. It also opened its fourth showroom in Romania (in Timisoara) in 2019.

Domestic manufacturing set to expand

With a RON300 million loan from the European Investment Bank, SC Arctic is built a home laundry appliance factory in Ulmi to open in 2019. This investment is expected to boost the company’s position in the domestic market and increase exports.

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