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10th Anniversary of Selena Romania

Selena Romania slr – a member of Selena Group, a globally-operating Polish manufacturer and distributor of chemical building products – […]

Selena Romania slr – a member of Selena Group, a globally-operating Polish manufacturer and distributor of chemical building products – celebrates its 10th anniversary. With more than 300 products and the position of PU foam market leader, the company is one of the key distributors of construction chemicals in Romania.

Established in 2000, Selena Romania was the first of Selena Group’s international subsidiaries. Its operations focus on the distribution of PU foams, sealants and adhesives under Selena Group’s brands Tytan and Artelit. Apart from the three main product groups, the Romanian company also offers liquid waterproofing products, fixings and tapes. With 30% market share in the PU foam market, the company develops steadily, taking over new segments of the market and strengthening its stance in Romania.

Selena Romania guarantees constant and reliable product quality. Durability and Comfort line along with the other sealants under Tytan Professional brand – offered by the Romanian Selena – are the only products on this market available with the 3600 applicator. In 2010, Selena Romania has also launched transparent mounting adhesives. The company is developing sales of the flooring system Artelit Professional, among others.

Romania is one of the countries that have been hit severely by the financial crisis. Worth of the construction market decreased in 2009-2010 by ca. 30-40%, even 50%, for some segments. “Global economic depression and decreased demand in the construction market had negative impact on many of the Romanian companies. Despite the declining market, Selena Romania increased sales of adhesives, sealants, waterproofing products and fixings. Our performance results from the consistent delivery of our strategy based on quality and product innovation. Thanks to it, we have been able to earn our customers’ loyalty and trust in Tytan” – says Dorin Spataru, General Manager for Selena Romania.

Maintaining high and consistent product quality, despite the growing market pressure to lower prices, is only one of Selena Romania’s tools to fight the crisis. The company, which has been long specialising in direct sales to construction contractors, is strengthening its presence in the retail channel and seeking new business opportunities. Thanks to the pro-active sales policy, 200 new customers have been acquired in 2010. One of them is the chain Metro, the owner of 29 stores around the country. Entering further big DIY retailers is one of the key objectives for Selena Romania for the forthcoming years.

We are planning for further growth and product offer diversification for Selena Romania. We also want to increase Tytan’s market share. Our goals are quite ambitious – we would like to exceed EUR 10 million revenue till 2015” – says Spataru.

Selena Group is a global manufacturer and distributor of a wide range of construction chemicals for professional contractors and home users. Selena, listed on the Warsaw Stock Exchange, distributes its products in more than 50 countries around the globe. The entire Group comprises 30 companies located all over the world, including state of the art manufacturing plants in Poland, Turkey, Spain, South Korea, China and USA. Selena produces polyurethane foams, sealants, adhesives, dry mortars, and insulation systems. The Group’s business activities involve all stages of product development: advanced research, production, distribution, sales and global marketing. In 2009 Selena Group reported sales of EUR 150 million.

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