Transylvania "was like a school area for us, and we are now ready to expand to any Romanian city. Ambient is targeting both large and medium-sized cities, with 100,000 inhabitants," according to the company’s owner, Ioan Ciolan.

Company officials estimate some €250 mln in turnover by the end of 2007, 40 percent higher year-on-year. For 2008, Ambient targets a 35-40 percent increase in business, due to the merger of several Ambient stores into a single company. Ciolan added the merging process has already begun.