Dulcinella Romania: For 2025 we aim to open a new factory in Targu Neamt

Dulcinella Romania, a Romanian network of confectioners and pastry shops with Bessarabian roots, plans this year to open a factory in Targu Neamt with a production area of 4,700 square meters and reach a turnover of EUR 10 million, up 30% compared to 2024. The investment to achieve these goals is three million euros, up almost 70% compared to 2024.   Dulcinella is a brand created in 2005 in the Republic of Moldova, and since 2021 it has also entered the Romanian market. The company has a network of 18 confectioners and pastry shops (one of which is franchised) in Bucharest, Brasov, Iasi, Suceava, Targu Neamt, Piatra Neamt, Roman and Falticeni.   Over 40% sales growth with a network reduced by 30%   “The year 2024 was a year of transformation, ending with a turnover of €7.1 million for the Dulcinella Romania group, which exceeds initial forecasts. Thus, we ended with a significant increase compared to 2023, even though we operated with only 18 confectioners, down 30% compared to 26 locations in 2023. This result was driven by the change of the business strategy as a result of a new Group management vision, which included the closure of the inherited underperforming confectioners. Thus, I believe that the main factor of this result is efficiency”, said Sergiu Diaconu, CEO Dulcinella Group Romania.   The new business strategy meant: rebranding the network, launching the Dulcinella franchise, digitalization and automation processes, reorganizing of the team, optimizing technological flows and product portfolio (promoting products with good sales and eliminating those with poor results according to the Pareto 80/20, ABC, and Pruning principles), focusing on innovation – launching products in the confectionery network and developing customized ones for business partners and making quick decisions, especially regarding the underperforming units.   Investments of EUR 3 million in 2025   “This year we aim for a turnover of 10 million euros, and to achieve this goal we have allocated substantial financial resources – amounting to three million euros – for expansion and modernization. If we consider exceeding this target, as in 2024, we need economic stability, predictable taxation, qualified personnel, and investment resources. Flexibility remains an essential asset in a dynamic business environment,” said Sergiu Diaconu.   Among the main business initiatives of Dulcinella in 2025 are the opening of a new factory in Targu Neamt (to relocate the current one), increasing the network by opening 32 franchise units – to reach 50 units by the end of the year, recruiting people including from Asia, an investment of EUR 200,000 in a new ERP system for process optimization, Big Data consolidation, digitalization, and automation, investments in machinery, and expanding storage capacity for frozen products.   The new factory in Targu Neamt will employ approximately 100 people, double the number at the current one.   The company acquired a former textile factory in Targu Neamt at the end of 2024 for EUR 750,000, which has an area of 4,700 square meters and is located on a 8,500 square meter plot of land. The entire planned investment in the new factory will be another EUR 3 million.   The new factory is planned to open in August and will replace the current one, being more modern and with a production capacity about three times greater than the existing one. Around 100 people will work in the new factory, almost double the current number.   The company currently has 142 employees, working in the existing factory and the network of confectioneries and pastry shops.   The new factory in Targu Neamt will open instead of the one scheduled to launch this year in Cernica, near Bucharest. On the land in Bucharest, Dulcinella’s management aims to build a logistics hub for storing frozen products, which will support both the factory’s operations and the company’s long-term expansion.   “The initial planning for the opening of the new factory on the 19,000 square meters acquired in Cernica in 2024 has been modified due to an opportunity that arose at the end of last year. We purchased a former textile factory in Targu Neamt, which gives us the advantage of retaining the existing team and opening the new factory much faster, saving about two years compared to the original plan. Therefore, we decided to prioritize this opportunity. The planned investment for Cernica remains strategic for us but will be redirected towards building a hub that will reinforce our logistical infrastructure and enhance operations in the coming years,” explained the CEO of Dulcinella Romania.   Expansion around Bucharest and in Moldova. Launch of savory pastry products and a campaign with Dubai chocolate   Regarding network expansion, Dulcinella will initially focus on cities located approximately 150 kilometers from Bucharest and on the Moldova area, where production and distribution infrastructure is already well-developed.   Additionally, Dulcinella’s management will launch three new types of savory products this year, in response to growing demand for savory pastries. On the other hand, although general preferences have remained constant over the years, the end of 2024 brought the trend of Dubai chocolate, with the company recently running a sales campaign for this product in all Dulcinella confectioneries.   Dulcinella Romania is a brand of confectionery and pastry rooted in Bessarabian cuisine that launched in Romania in 2021, and since 2023 is part of the investment portfolio of the Cornelius H Group LTD investment fund based in London. Products are made in the Dulcinella factory in Targu Neamt and are sold through a network present in Bucharest, Brasov, Iasi, Suceava, Targu Neamt, Piatra Neamt, Roman, and Falticeni.   Some of the most appreciated creations include pastries like Cusma lui Guguta, Smantanel or Nicolae, and baked goods like skillet pies or croissants. The brand operates offline and online through a network of confectioneries and pastry shops, online deliveries, in HoReCa, and retail. It also exports products to France, Bulgaria, Spain, and the United Kingdom. (Photo:https://www.dulcinella.ro/)