Montegrappa changes distributor in Romania
Montegrappa one of the most exclusive luxury writing instrument brand is distributed in Romania from September 2009 by Maison Haute Horologerie (MHH), a company set up this year by three shareholders, of which Catalin Budescu, former journalist at daily newspaper Jurnalul National and High Life magazine.
Until recently, Montegrappa was distributed by Helvetansa, which is also the largest distributor of Richemont Group brands in Romania. The Richemont Group, second largest luxury group in the world, sold Montegrappa to Italian company Aquila, making thus possible the change of distributor. According to our estimates sales of Montegrappa in Romania did not exceed in volume 5% of the Mont Blanc sales.
MHH opens on highstreet Calea Victoriei a multibrand shop dedicated to luxury writing instruments and watches. Considering the continuos drop of sales of luxury watches and accessories in the past 6 months, it is unlikely such a specialized store to be successful. Mention should also be made that the watch brands distributed by MHH (DeWitt, Antoine Preziuso) have very little awareness in Romania and are considered niche internationally too. Luxury consumers in Romania, much like in the majority of the other Eastern European markets prefer the best known international luxury brands with the highest awareness, this way being able to express their social status.