DIY store chain Dedeman, founded by Bacău businessman DragoşPavăl, 44, could reach over 300 million euros in turnover thisyear, considering that the company's owner says the 15% turnovergrowth target "has long been exceeded".
After a year 2009 with 252 million euros in revenues, Dedeman isset to become the biggest player on the DIY market, leavingPraktiker behind, following an aggressive expansion plan carriedout in full crisis.
Dedeman has invested around 100 million euros in nine new stores inthe past two years. The chain now has 21 stores, with another threeto five stores scheduled to open in 2011.
How has a Romanian executive managed to expand his business intimes of crisis?
"Fortunately, we acted as if there were a crisis at all times. Whenthe crisis started, we looked at the organisational chart becausewe saw it was a common thing to do. We examined it and started toevaluate the situation: we could not fire anyone. We've streamlinedour activity constantly," Pavăl said.
Other players put investments on hold and it took time for them toreorganise and calculate their losses. Some believe it is mature tobe more conservative at present. Pavăl has adopted the modelcurrently pursued by Cora, Kaufland and Decathlon, which make newacquisitions more or less on a monthly basis.
Whilst in food and clothing retail, foreigners now call the shots,on the DIY market and in electronics & home appliances retail,Romanians have managed to stay on top.
"If Romania had more entrepreneurs, the crisis would not have beenfelt as strongly. I am talking about entrepreneurs who do less TVshows and more for their companies and who do not become involvedin several businesses at the same time. You cannot run 20businesses in parallel," adds Pavăl, who is also involved in theDedeman Trucks business (transport for the store chain) and DedemanAutomobile (Dacia-Nissan dealer in Bacău county).
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