Sirowa Group

Sirowa Group is an importer, wholesaler and distributor of cosmetics and pharmaceutical products. The company has been present in the market for almost 30 years and is headquartered in Riga, Latvia.

Sirowa Group was founded by Dr Jurgen Warzecha in 1990 in Lithuania and now operates branches in 9 European countries such as Finland, Poland, Estonia, Hungary, Germany and many more. The firm has over 4500 points of sales.

The company offers various services such as brand management, marketing, PR editorials, point of sales activities and communication for the different brands and adapts various strategies for each market specifically.

Sirowa Group also organises off-shore launch events to present new products brought to the market.

The firm provides tailor-made products according to clients’ requirements  in each market.

Furthermore, Sirowa Group set up a training centre known as Sirowa HairPro Studio where haircare training is offered to professional clients. The company also organises training, seminars and workshops for both implant dentistry and hairdressing, where local and international experts take part as well. 

Sirowa Group also holds an annual hairdressing competition named Wella Professionals Trend Vision which was launched in 2013 and is attended by beauty representatives across the Baltics. 

Moreover,  Sirowa Group attracts more than 4500 customers through its services. Sirowa Group distributes to wholesalers and retail chains including  perfumeries, hair salons, drugstores, pharmacies, supermarkets, e-commerce platforms, etc. Some of the clients include Marionnaud, Rosmann, DM Drogerie, Carrefour, Hebe, Notino, Maxima, Tesco, Prisma, etc. 

Sirowa Group employs 500 people and its turnover is around € 137.6 million.

The firm’s core product category is personal care which includes oral care, fragrances, skincare, etc.   

Sirowa Group partnered with over 30 producers including Coty, Ruig, Dentsply Sirona Implants and many more that provide products from more than 80 brands such as Revlon, Kamill, Rimmel, Paco Rabanne, Burberry, Londa, etc. 

Sirowa Group is the exclusive distributor of several brands like Wella Professionals, System Professional, Londa Professional, Sebastian Professional and Nioxin in the Baltic States, Czech Republic, Slovakia and Hungary.

Sirowa Group provides products which are imported from the UK, USA, Spain, etc.

Sirowa Group operates a central warehouse for cosmetics in Estonia and a central warehouse for pharmaceuticals in Germany. The items are then transported by trucks to its warehouses in Vilnius, Warsaw and Helsinki. The company also owns a fleet of thermo insulated trucks to make sure the quality of its products remain intact throughout deliveries.