Luxury Writing Instruments and Stationery in Romania

PROSPECTS

Ongoing declining demand, with only most affluent consumers likely to continue to invest luxury writing instruments

Demand for luxury writing instruments and stationery continued to decline in Romania in 2019, with a more significant decline predicted for the forecast period compared to the review period. The most negative factor to influence this performance, and one that is unlikely to wane, is the shift towards the use of digital devices in the country for communicating either in the workplace through emails or for making notes, or messaging socially through smartphones, which affects both mass and luxury writing instruments to some extent.

Personalisation and corporate gifting likely to remain niche positive area

Personalised luxury writing instruments are still perceived by some as a suitable gifting option, particularly for corporate gifting as a reward for a strong performance in the workplace, office birthdays, or used in formal meetings. This trend can help alleviate stronger decline in demand for the category, supporting low but positive value sales over the forecast period.

Marginal share gain for internet retailing, offering an expansive range of products

The distribution of luxury writing instruments and stationery is dominated by non-grocery specialists, which offer a diverse range of brands and products, allowing consumers to browse and handle before they make a purchasing decision. However, there is some discrepancy between the price points depending on the retailer, which challenges the optimisation of a cohesive pricing strategy.

COMPETITIVE LANDSCAPE

Montblanc experiences recovery to consolidate leadership

Montblanc, owned by Cie Financière Richemont SA, strengthened its leadership of luxury writing instruments and stationery in 2018, experiencing a recovery after losing share the previous year, and leading to further consolidation within the category. The brand is appreciated for its expertise in the manufacturing of luxury writing instruments in addition to the strong heritage attached to its name.

Italian brand Visconti posts impressive growth due to wide range of luxury pens

Montblanc’s share gain resulted in lost ground for Pelikan, Montegrappa and ST Dupont. However, one smaller brand recorded an impressive performance in current value terms in 2018; Italian brand Visconti offers an interesting range of luxury pens with some collections named after famous artists such as its entry-level Rembrandt and Van Gogh, with the latter range paying homage to the colours used in the artist’s most celebrated paintings.

Expansion into other luxury goods is popular strategy for leading brands due to general waning interest in the category

Despite its strong leadership of luxury writing instruments and stationery, Montblanc and other prestigious brands such as Montegrappa understand the direction that the category is taking in line with increasing digitalisation, and they are therefore expanding their product ranges to include other personal luxury items. Montblanc now produces luxury jewellery, timepieces, luxury leather goods and super premium fragrances, while Montegrappa is also present in the latter two categories.

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