Staer has launched custom-made kitchens. The sale of kitchens makes up 10 percent of turnover. The company also plans to produce custom-made furniture for bedrooms and living rooms.

The company’s turnover increased by 32 percent in 2007. Staer plans to modernize its sales network in Moldova this year. “We will focus on 2,000 square meter stores, as opposed to the 500-700 square meter ones we have now,” said Marketing Manager, Mirela Gotescu.

The sales network comprises 25 stores. The company had planned to expand to Bulgaria, but the project has been put on hold for now. “We prefer to focus on the local market, where there is growth potential. We will invest in product quality,” says Gotescu.

The Romanian furniture market is estimated to be worth €1.2 billion. Almost one third comes from imports. The market experiences 10 percent growth annually due to the construction boom. Local furniture leaders Mobexpert and Elvila are Staer’s main competitors.