The Mutus are therefore expanding to Bucharest with their Annabella brand, previously used mostly in the Valcea County where the business started. The two entrepreneurs also own fruit and vegetable canning company Raureni and several hectares of orchards and land used for growing vegetables.
“We are happy and feel emboldened by our entrance on the Bucharest retail market with the opening these three Annabella stores. The step is part of our long-term business strategy, which is to reach as many Romanians as possible,” Dorina Mutu, chief executive of Annabella, says.
Annabella has been in business since 1994 and has since grown to 57 stores under four formats – the Annabella A-Z concept store, the Annabella Fresh – which sells fruit and vegetables, the Annabella supermarkets and the Annabella Expres convenience stores. It is currently employing more than 730 people, its officials say.
Annabella bought two Mega Image supermarkets and a Shop&Go convenience store, after Mega Image, which has a network of more than 450 stores under several brands and formats in Romania, had to sell three of them, as required by the competition watchdog in the wake of its takeover of a smaller retail chain, Angst.
(English version by Loredana Fratila-Cristescu)