“The company has grown, the strategy is to develop the brand. The big problem of Romanian companies is that they are not brands,” Lenox Prod founder Sorin Nicolau told ZF.
“To be able to develop a brand, that takes a lot of time. I’m battling all multinationals, and there will be only a handful of us in this industry because the market is tough and the second [biggest] challenge is labor.”
Lenox makes almost 3,000 pairs of footwear (boots, shoes, sandals), following an increase in production capacity with the help of EU funds. The entrepreneur has invested about EUR4 million in EU funds over the years.
Products are made in a plant in Frumusani, Calarasi County (southern Romania) and almost 20% of production goes abroad to such countries as Greece, Bulgaria and France. (EUR1=RON4.7628)
(English version by Loredana Fratila-Cristescu)