Entering Romania and the Balkans: a guide for Italian, Spanish and German brands
Romania, the Western Balkans, Hungary, Slovakia and Czechia are often treated as one block. In practice they are many markets, with different languages, customs rules and buying habits. Here is how brands from Italy, Spain and Germany can approach them.
Think in markets, not in a region
Some of these countries are members of the European Union and others are not. That affects customs formalities, documentation and lead times. Languages, business culture and the role of architects and dealers also differ from country to country.
Start where you can build a base
It is rarely sensible to launch in twelve countries at once. Choose one or two priority markets, build references there, and extend step by step. Projects delivered in one country often open doors in the neighbouring ones.
Understand the channels
- Architects and interior designers, who specify products for residential, hospitality and commercial projects.
- Showrooms and dealers, who provide visibility, stock and service.
- Contract and project channels, such as hotel groups, developers and fit-out contractors.
- Online and retail, which in design-led categories usually support rather than replace the specification channel.
Prepare your documentation
Local-language product sheets, price lists in a clear structure, installation instructions, warranty terms and certifications make a difference to specifiers and dealers. Make them available in a controlled way, for example through a trade client area.
Choose the route to market
The main options are a commercial agent, an exclusive dealer or a distributor. Each distributes risk, control and cost differently. We compare them in a separate article: “Commercial agent or exclusive dealer?”
What usually goes wrong
- Appointing several importers with overlapping territories.
- No local stock, and unclear lead times.
- Different prices for the same product across borders.
- Slow quotations, which lose projects to competitors.
- Documentation only in the brand’s home language.
Where we fit
Since 2015, Light & Day Design has represented design brands in this region, and today represents Vibia in twelve markets. If you are considering a market entry, we are happy to talk through the options.