ROCA Industry announced its intention to acquire, through one of the companies in the holding, ECO EURO DOORS, Workshop Doors -a key player in the Romanian interior door market.
Currently under advanced negotiations, the holding announces the intention to purchase a stake at Workshop Doors, a company based in Petelea, operating two modern production facilities. The transaction is not signed at this time and will be subject to an internal evaluation process and approvals from the Competition Council, or other competent authorities.
ROCA Industry aims, through this new envisaged acquisition, to continue increasing the production capacity of ECO EURO DOORS and diversify its offer with new and competitive products, covering all price segments and ensuring the most diversified offer available on the Romanian market.
Following the completion and upon obtaining all necessary approvals for the conclusion of the transaction, ECO EURO DOORS will strengthen its position as a key player in the Romanian interior door market, aiming to become a regional champion.
“ROCA Industry holding remains solid on its plans to consolidate through strategic acquisitions, scale-up and thus position the local industry on the European map of industrial performers. This is why, on a market segment dominated by imports and low-quality products, we are happy to make new steps forward towards the reindustrialization of Romania – through capital and know-how infusion, which will all translate into better quality and respect for Romanians’ money spent on products made in Romania,” said Ionuț Bindea, CEO of ROCA Industry.
70 percent of the local interior doors market is currently represented by imports. The source of imports is mainly China, with this import segment being dominated by low-quality, low-cost products. In comparison, the local products market is fragmented and only 58 percent of domestic production is sold locally, the rest going to export.
“Workshop Doors is a competitive player, with a healthy evolution. In terms of production volumes, it ranked 3rd among all local manufacturers in 2022, delivering over 150,000 quality doors produced in its factories. We believe that together we can continue the success story of this company, becoming stronger together and more relevant both on the national market and on the regional European markets. Our acquisition model envisages an integrated approach that involves supporting and developing employees and increasing their performance in the new structure,” Ionuț Bindea added.
On a limited market in terms of options, after the approval and completion of the envisaged transaction, the strategy proposed by ROCA Industry for ECO EURO DOORS aims to diversify the brands in the portfolio, with a focus on increasing the quality of the products. Sustainability, eco-responsibility, technology integration and automation, as well as engaging experienced designers will be major differentiators for the company’s next development phase strategy.
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