The biggest contribution to the revenue came from the retail unit, operated by Intertoy Zone, as the 80 Noriel stores generated RON234 million sales.
The wholesale unit, Noriela Impex, contributed RON24 million to the revenue of the group in 2019 and the manufacturing operation, Toys&Games Industry, generated RON5 million sales.
The wholesale division alone generated RON3.1 million profit, while the stores posted RON6 million loss and manufacturing contributed some RON220,000 to the profit.
Noriel’s most important market is Bucharest, where it has 16 stores. Noriel stores take up 300 to 400 square meters, compared with retailers like Jumbo, which prefer over 10,000 square meter stores.
Noriel was established as an importer and wholesaler of toys and games in 1995 and was acquired by Polish private equity firm Enterprise Investors in 2016.
(English version by Loredana Fratila-Cristescu)