Wife of Ilie Nastase – the new ”crisis” PR of VICTORIA 46

Amalia Nastase, wife of famous tennis player Ilie Nastase has recently been announced as the new shareholder of VICTORIA 46 multibrand store in Bucharest/Romania with a 30% stake in the business. Mrs Nastase was attracted as a PR for which she was offered a 30% stake, rather than an actual investor. 

VICTORIA 46 is one of the major luxury fashion and accessories multibrand stores in Bucharest, Romania and its current portfolio includes  Dior, Lanvin, Yves Saint Laurent, Roberto Cavalli, Alexander Mc Queen, Balenciaga and Stella Mc Cartney. VICTORIA 46 is owned by mass market retailer SOLMAR (franchisee of Mango, Promod, Castro etc).

Earlier this year, the financial difficulties have forced Victoria 46 to give up Burberry from its portfolio, despite the high potential of the British brand on the Romanian market. Mention should be made that, in the case of multibrand distribution, stores need to make advance payments for their orders.

Although, apparently the multibrand system of distribution offers the advantage of an easy change of brands portfolio, this can turn into a disadvatage in maintaining the loyalty of customers and implicitly offering a high level of customer service.