Altex doubles Myria sales to 30 percent

Altex Group, electronic and household appliance retail leader in Romania, which operates the Altex and Media Galaxy networks, estimates that the Myria brand ratio will reach 30 percent in 2007 from a current 15 percent at present, in terms of total IT segment sales by the Altex Group. This year’s computer sales target is 100,000 of the Myria and Davio brands, as well as A Class brands (such as Fujitsu Siemens, HP, Acer, etc).
Altex investments in the Myria and Davio production line at Chiajna, near Bucharest, amount to €1.5 million, considering the production capacity is one computer per minute. Myria MP3 players and home-cinema systems will be launched in August. At present, Altex sells Myria brand plasma TVs and LCDs, PC systems, laptops and DVD players.
“For Myria alone, the sales target is 5,000 computers per month by the end of the year,” said Mihai Traistaru, Production Manager at Altex. The company also intends to gain 10 percent of the plasma TV and LCD market this year, by selling 18,000 Myria products, Media Galaxy officials said.
Altex posted net sales exceeding €50 million in the first quarter of 2007, 13 percent more than in Q1 2006. The company registered a drop in net sales and income last year, the former by one fifth, to €220 million, from 2005.
For 2007, Altex intends to consolidate its market share and increase its turnover to reach at least the level posted in 2005.
Media Galaxy owns 14 commercial centers with a total surface of more than 35,000 square meters. The company was founded in 1992, using full private Romanian capital. In December 2006, Altex shares
were taken over by the Dutch company Bomenveld BV, which became main shareholder with a 99 percent participation. The remaining stake belongs to businessman Dan Ostahie. Bomenveld BV Holding, together with Altex Impex and lender Credex, is part of the DO Group, controlled by Dan Ostahie and his wife,
173Marilena Ostahie.