It all started with the first opening, of a general store in Ramnicu Valcea, in 1991. Six years later the businessman opened his first meat processing plant. After another three years, Craciunescu bought the majority stake in Carvil, the former state-run meat processing enterprise in Valcea, with the DIANA group still owning its meat and meat-based processing division, whose products it also sells through its 27-store chain.
“DIANA stores were opened close to the area where the business first started (Ramnicu Valcea i.e.),” said Craciunescu.
The company relied on very small towns, which other modern retailers did not tap because of the low number of residents. The company opened one new store in 2011 and renovated three others.
“In 2012 we will continue last year’s growth rate. We are very close to opening another store in Ramnicu Valcea.”
The store chain has various formats of stores, from 30-40 sqm stores in rural areas to 400-500 sqm stores in urban areas.
The 27 stores of the chain posted a turnover of around RON69 million (EUR15.7 million) in 2011.
DIANA-branded products are currently sold in most retail chains in Romania and on several European Union markets. “The 2011 turnover [of the meat processing plant] amounted to over 210 million lei (EUR48 million). In 2012 we expect growth as a result of heightened presence on European markets,” the Valcea-based entrepreneur concluded.
According to the latest Finance Ministry data corresponding to 2010, Diana SRL in Valcea had a turnover of RON205 million (EUR46.9 million) and a net profit of RON5.7 million (EUR1.3 million) with over 600 employees. (EUR1=RON4.3688)
(English version by Daniela Stoican)