Profi Romania

Profi is a retailer which was established in 2000 and is headquartered in Timisoara, Romania. 

In December 2016, the firm was acquired by Mid Europa Partners which is one of the major investment funds in growing markets in Central and South East Europe.

The firm operates over 1000 shops across 500 locations in the country attracting more than 800 000 customers daily. It is the first Romanian retailer to manage 1000 stores in the country. 

Profi Romania operates its stores under 3 formats:

• Standard Supermarkets
• Profi City proximity shops: which are located in urban areas
• Profi Loco shops: which are situation in rural areas

In 2020, the company achieved a revenue of €1.8 billion which Profi Romania is planning on increasing to €4 billion by 2024. The firm has a dedicated team of over 16 000 employees working for the business.

Moreover, Profi Romania is ranked among the top three employers in Romanian retail since 2019.

The retailer provides a portfolio of 6000 SKUs under the following categories:

• Chilled & Fresh Food
• Savory Grocery: pet food, rice, spices, etc
• Sweet Grocery: instant coffee, cereals, cereal bars, etc
• Drinks: ice tea, syrup, carbonated drinks, energy drinks, etc
• Frozen: vegetables and many more
• Dairy: eggs, milk, yoghurt, etc
• Household: cleaning products and many others
• Personal Care

Some of the brands available in the Profi stores include Danon, Henkel, Zuzu, Bonduelle, Milli, RoStar, Milka, Dorna, Ursus, Redbull, Cappy and many more.

20% of its products are developed under its private labels which is known by the following names (non-exhaustive list):

• Proxi: under this brand, products are sold at lowest prices possible.
• Camino: offers instant coffee
• Happy friends: provides animal feed
• Vital Grana: offers breakfast cereals, bakery items and many more
• Lowie: offers toilet papers, wipes, and others
• Cassa : provides products like baking paper, food foils, etc
• Milton: offers Ice tea

80% of Profi Romania’s assortment of products are made locally thus supporting local businesses.

 The firm is interested in partnering with suppliers of savory snacks, beer and soft drinks in order to develop private labels.

In 2018, Profi expanded its Ploiesti distribution warehouse by 20 000 square meters in Logicor Ploiesti logistics center, hence providing additional space while ensuring better efficiency of the supply chain.

In addition, Profi Romania launched the “PROFI rewards you!” campaign which helps to develop schools and provide them with proper educational tools as well as rehabilitation of children's hospitals.