{"id":215531,"date":"2023-05-02T18:09:00","date_gmt":"2023-05-02T18:09:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=215531"},"modified":"2023-05-02T18:09:00","modified_gmt":"2023-05-02T18:09:00","slug":"povestea-romancei-ce-reuseste-sa-se-lupte-cu-gigantii-din-afara-cu-o-afacere-inceputa-cu-2000-de-dolari-atunci-cand-era-studenta-acum-ea-isi-duce-afacerea-in-afara-tarii-si-face-milioane-de-euro","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=215531","title":{"rendered":"Povestea rom\u00e2ncei ce reu\u015fe\u015fte s\u0103 se lupte cu gigan\u0163ii din afar\u0103 cu o afacere \u00eenceput\u0103 cu 2000 de dolari atunci c\u00e2nd era student\u0103. Acum ea \u00ee\u015fi duce afacerea \u00een afara \u0163\u0103rii \u015fi face milioane de euro"},"content":{"rendered":"

\n\u201ePasiune pentru mod\u0103, pentru frumos, perseveren\u0163\u0103, mult\u0103 munc\u0103, curaj \u015fi nebunia v\u00e2rstei\u201d, c\u00e2teva ma\u015fini de cusut \u015fi 2.000 de euro au fost ingredientele din care Dorina Dumitrache a creat, \u00eempreun\u0103 cu Bogdan Dumitrache, la \u00eenceputul anilor 2000, brandul Poema. Ast\u0103zi, antreprenoarea \u00eembrac\u0103 rom\u00e2nce din toat\u0103 \u0163ara \u015fi, dup\u0103 o am\u00e2nare adus\u0103 de pandemie, are \u00een plan s\u0103 ias\u0103 \u015fi peste hotare.<\/strong><\/p>\n

\nDorina Dumitrache, cofondator \u015fi CEO al brandului rom\u00e2nesc de mod\u0103 Poema, a pornit businessul \u00een urm\u0103 cu 19 ani, al\u0103turi de partenerul s\u0103u, Bogdan Dumitrache, \u201esus\u0163inu\u0163i de nebunia v\u00e2rstei, mult entuziasm \u015fi bine\u00een\u0163eles, de familiile noastre, care au crezut \u00een noi \u015fi ne-au fost al\u0103turi mereu\u201d. Au pornit la drum at\u00e2t ca parteneri de afaceri c\u00e2t \u015fi \u00een via\u0163\u0103, \u201eform\u00e2nd un cuplu p\u00e2n\u0103 \u00een urm\u0103 cu patru ani. \u00cen prezent suntem doar parteneri de afaceri\u201d.<\/p>\n

\nSpune c\u0103 a fost un parcurs cu multe sacrificii \u015fi provoc\u0103ri, pe care nu le-a sim\u0163it la momentul acela \u015fi care au p\u0103lit \u00een fa\u0163a satisfac\u0163iilor \u015fi a \u00eemplinirilor pe care le-a tr\u0103it. \u201eA fost un vis care s-a \u00eemplinit cu eforturi, cu implicare, cu ajutor, cu o echip\u0103 frumoas\u0103 care s-a conturat \u00een jurul nostru.\u201d Ideea businessului a \u00eenceput s\u0103 se contureze \u00een momentul \u00een care a primit un telefon de la m\u0103tu\u015fa sa, sora mamei, \u201eo femeie cu un spirit antreprenorial \u00eenn\u0103scut, pe care mereu am apreciat-o \u015fi m-a inspirat\u201d.<\/p>\n

\nAceasta achizi\u0163ionase c\u00e2teva ma\u015fini de cusut de la o fabric\u0103 de confec\u0163ii care se \u00eenchisese \u00een ora\u015ful ei \u015fi i le-a oferit cadou, \u015ftiind-o pasionat\u0103 de mod\u0103 \u015fi haine. \u201eAveam 23 de ani, eram \u00eenc\u0103 pe b\u0103ncile facult\u0103\u0163ii, \u015fi eu, \u015fi partenerul meu. Am\u00e2ndoi eram ner\u0103bd\u0103tori s\u0103 ne g\u0103sim direc\u0163ia \u00een via\u0163\u0103. Acesta a fost startul; ne-am pus pe treab\u0103 \u015fi ne-am \u0163inut de ea.\u201d Ca investi\u0163ie ini\u0163ial\u0103 s-au folosit \u015fi de suma de 2.000 de euro, \u201enu prea mare, dar nici mic\u0103 pentru noi la vremea aceea\u201d, pe care Bogdan Dumitrache o economisise \u00een timpul facult\u0103\u0163ii.  \u201eOb\u0163inuse o burs\u0103 \u00een Anglia, a profitat de conjunctur\u0103 \u015fi a ales s\u0103 munceasc\u0103 o perioad\u0103.<\/p>\n

\nAu fost bani esen\u0163iali la momentul respectiv.\u201d Au \u00eenceput \u201ecu un mic atelier improvizat \u00een garajul casei p\u0103rin\u0163ilor lui Bogdan \u015fi cu dou\u0103 confec\u0163ionere, prietene ale mamei mele\u201d. De la o echip\u0103 de c\u00e2\u0163iva oameni, Poema a ajuns s\u0103 opereze acum cu aproximativ 200 de angaja\u0163i. \u201eEste o mare pl\u0103cere \u015fi bucurie, pot spune chiar m\u00e2ndrie, c\u0103 oamenii care ne-au fost al\u0103turi la \u00eenceput \u00eenc\u0103 fac parte din echipa Poema. \u00cen spatele brandului nostru se afl\u0103 o echip\u0103 bine \u00eenchegat\u0103, \u00een care creativitatea celor tineri se \u00eembin\u0103 perfect cu experien\u0163a celor care au pus bazele acestui proiect.\u201d<\/p>\n

\nCriza sanitar\u0103, un hop major<\/strong><\/p>\n

\nDe-a lungul celor 19 ani a avut parte de multe provoc\u0103ri, \u201edar cu siguran\u0163\u0103 toate au fost lec\u0163ii valoroase care ne-au maturizat, ne-au f\u0103cut mai puternici, \u015fi au crescut businessul \u015fi imaginea Poema, determin\u00e2nd loialitatea \u015fi aprecierea clientului\u201d. Principala provocare spune c\u0103 a fost \u015fi r\u0103m\u00e2ne cea legat\u0103 de lipsa de resurs\u0103 uman\u0103. \u201eDac\u0103 \u00een trecut era foarte greu s\u0103 g\u0103sim for\u0163\u0103 de munc\u0103 calificat\u0103 \u00een domenii precum design vestimentar, graphic design, styling sau marketing, \u00een prezent \u00eent\u00e2mpin\u0103m probleme mari \u015fi \u00een r\u00e2ndul angaja\u0163ilor care lucreaz\u0103 direct \u00een magazine, segment care \u00eenregistreaz\u0103 mari fluctua\u0163ii pe pia\u0163a de retail, \u00een general\u201d.<\/p>\n

\n\u00cens\u0103 pandemia, care a influen\u0163at mult obiceiurile de consum ale clien\u0163ilor, determin\u00e2ndu-i s\u0103 se orienteze \u00een special c\u0103tre bunurile de strict\u0103 necesitate, a adus pentru Poema provocarea cea mai mare, a fost o perioad\u0103 \u00een care businessul a sc\u0103zut semnificativ, \u00eenregistr\u00e2nd, \u00een prim\u0103 faz\u0103, sc\u0103deri de p\u00e2n\u0103 la 60%. \u201eRetailerii din fashion au avut de pierdut chiar dac\u0103 s-au adaptat la noile tendin\u0163e din online. Pe noi, experien\u0163a profesional\u0103 acumulat\u0103 de-a lungul anilor ne-a ajutat s\u0103 ne adapt\u0103m \u015fi s\u0103 g\u0103sim solu\u0163ii pentru a ne proteja profitabilitatea \u015fi a p\u0103stra calitatea produselor\u201d, spune Dorina Dumitrache.<\/p>\n

\nAnul trecut, businessul a ajuns la o cifr\u0103 de afaceri de 21,4 milioane de lei \u015fi la un num\u0103r de aproape 890.000 de clien\u0163i, de la 1,9 milioane, c\u00e2\u0163i \u00eenregistra \u00eenainte de pandemie, \u00een timpul c\u0103reia aceast\u0103 cifr\u0103 a fost de aproape trei ori mai mic\u0103 \u2013 \u00een jur de 672.000 de clien\u0163i. Cu toate c\u0103 magazinul online a \u00eenregistrat cre\u015fteri substan\u0163iale pe perioada pandemiei, totu\u015fi nu a reu\u015fit s\u0103 compenseze sc\u0103derea \u00eenregistrat\u0103 \u00een magazinele fizice. \u201e\u00cencercarea de a g\u0103si un echilibru \u00eentre venituri \u015fi costuri \u015fi aceea de a g\u0103si solu\u0163ii pentru a ne p\u0103stra echipa complet\u0103 au fost principalele provoc\u0103ri pentru companie \u00een perioada pandemic\u0103.\u201d \u00cen prezent compania func\u0163ioneaz\u0103 cu 12 magazine fizice, c\u00e2te unul \u00een ora\u015fele Craiova, Bra\u015fov, Ploie\u015fti, Timi\u015foara, T\u00e2rgu-Jiu, R\u00e2mnicu V\u00e2lcea, Sibiu, Pite\u015fi \u015fi Slatina, \u015fi trei \u00een Bucure\u015fti. Magazinul online, lansat \u00een 2014, acoper\u0103 aproximativ 30% din cifra de afaceri, cu oscila\u0163ii \u00een perioada pandemiei, c\u00e2nd din cauza m\u0103surilor restrictive din mediul offline ajunsese s\u0103 acopere aproape 50%. Valoarea bonului mediu \u00een magazinele Poema este aproximativ de 300 de lei.<\/p>\n

\n
\n

\nProfil de antreprenoare<\/span><\/strong><\/span><\/p>\n<\/div>\n

\n\u008c\u25ba<\/span><\/span> A cofondat brandul Poema \u00een 2003, c\u00e2nd \u00eenc\u0103 era student\u0103;<\/strong><\/p>\n

\n\u008d\u25ba<\/span><\/span> Este absolvent\u0103 a Facult\u0103\u0163ii de Drept \u201eNicolae Titulescu\u201d din Craiova;<\/strong><\/p>\n

\n\u008e\u25ba<\/span><\/span> \u00cenainte de a intra \u00een antreprenoriat a lucrat timp de doi ani la o cas\u0103 de mod\u0103 din ora\u015ful natal, Craiova;<\/strong><\/p>\n

\n\u008f\u25ba<\/span><\/span> Este pasionat\u0103 de mod\u0103, lectur\u0103 \u015fi c\u0103l\u0103torii \u015fi are o fiic\u0103, Arina.<\/strong><\/p>\n

\n

\nCITITI AICI MATERIALUL INTEGRAL <\/strong><\/span><\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201ePasiune pentru mod\u0103, pentru frumos, perseveren\u0163\u0103, mult\u0103 munc\u0103, curaj \u015fi nebunia v\u00e2rstei\u201d, c\u00e2teva ma\u015fini de cusut \u015fi 2.000 de euro au fost ingredientele din care Dorina Dumitrache a creat, \u00eempreun\u0103 cu Bogdan Dumitrache, la \u00eenceputul anilor 2000, brandul Poema. Ast\u0103zi, antreprenoarea \u00eembrac\u0103 rom\u00e2nce din toat\u0103 \u0163ara \u015fi, dup\u0103 o am\u00e2nare adus\u0103 de pandemie, are \u00een […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[511,7211,512],"tags":[52949,401,52951,7179,235,52950,387,48304,6481,52952],"class_list":["post-215531","post","type-post","status-publish","format-standard","hentry","category-afaceri","category-comert","category-revista-bm","tag-ac-si-ata","tag-antreprenoriat","tag-bogdan-dumitrache","tag-brand","tag-business","tag-dorina-dumitrache","tag-magazine","tag-masini-de-cusut","tag-moda","tag-poema"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/215531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=215531"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/215531\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=215531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=215531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=215531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}