The 53 Ina Center and Privilege stores on the Romanian market,are in full process of rebranding, as most of them are set tooperate under a new concept, Marionnaud, by the end of theyear.
"The change will occur in two stages. First we will change theIna Center name to Marionnaud by Ina in order not to lose the brandawareness that Ina has built on the Romanian market, since it wasone of the first fragrance shops to open on the Romanian market,and then we will move on to the Marionnaud brand. For the Privilegestores, I think the change will not create problems because it doesnot carry the same weight as Ina does. We will do the rebrandingdirectly," Sorana Georgia, who took over as the company's countrymanager two and a half months ago, told ZF.
The management change, as well as the change in the store conceptcome as a result of an international change of shareholders. InJuly last year, Ina Internaţional and Privilege Parfumeries, 51%held by French-based Marionnaud Parfumeries and 49% by Greekbusinessman George Georgandas, were taken over by AS Watson,through Marionnaud Germany.
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