The Bella Bulgaria group, with business worth around 55 million euros last year, will open its own retail and distribution branch in Bucharest in November, and targets its domestic business will account for 20% of the group's financial results. "Currently, sales in Romania don't account for more than 20% of the group's business, but, according to the company's new strategy, the Romanian market will have to generate 20% of the company's turnover within the next three years," said Iva Nedeva, manager of the international department of Bella Bulgaria. Bella Bulgaria has been present in Romania with rolled pastry and puff pastry products for around five years, but from November the company will open its own branch on the Romanian market. "The group's strategy involves opening our own retail and distribution company, located in Bucharest, developing our own retail network, and working with regional sub-distributors, throughout Romania," added Neva. The Bulgarian company started to produce rolled pastry and puff pastry under the Aro private label of the international store chain Metro Cash & Carry this year, after having won the tender organised by the retailer locally. "So far, our sales have been a bit sporadic, as we have been selling both to our main distributor in Romania, and to clients coming directly to us in Bulgaria," said the company's manager.
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