The network was made up of 13 stores at its best of times.
“(…) Now, we expect an image and brand reshuffle process so that we can subsequently evolve,” says Dumitru Petrascu, CEO of Viorica Cosmetic Romania.
Today, there are six stores left, of which four in Bucharest, one in Iasi and one in Brasov.
Viorica entered the Romanian market in 2017, with a first unit in Iasi and one year later expanded in Bucharest. In 2022, the business embarked upon accelerated growth, which had to be halted, though.
However, the executive does not rule out an expansion resumption, particularly in the main cities of Romania.
(English version by Catalina Apostoiu)