{"id":230492,"date":"2024-09-30T20:47:20","date_gmt":"2024-09-30T20:47:20","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=230492"},"modified":"2024-09-30T20:47:20","modified_gmt":"2024-09-30T20:47:20","slug":"antreprenorul-mihai-simiuc-relanseaza-brandul-frufru-pe-care-il-listeaza-initial-in-propria-retea-de-magazine-ototo","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=230492","title":{"rendered":"Antreprenorul Mihai Simiuc relanseaz\u0103 brandul FruFru pe care \u00eel listeaz\u0103 ini\u0163ial \u00een propria re\u0163ea de magazine, Ototo"},"content":{"rendered":"

\n\u2666<\/span> El a r\u0103scump\u0103rat marca de la gigantul anglo-olandez Unilever chiar \u00een 2024, la cinci ani dup\u0103 ce a cedat controlul \u2666<\/span> \u00cencep\u00e2nd cu 2021, Simiuc a dezvoltat re\u0163eaua Ototo ce are trei magazine fizice la Bucure\u015fti \u015fi unul la Viena, cu afaceri de 15 mil. lei \u00een 2023.<\/strong><\/em><\/p>\n

\nAntreprenorul Mihai Simiuc relanseaz\u0103 brandul de m\u00e2ncare s\u0103n\u0103toas\u0103 FruFru, pe care l-a r\u0103scump\u0103rat \u00een acest an de la gigantul anglo-olandez Unilever, \u015fi \u00eel listeaz\u0103 ini\u0163ial \u00een propria re\u0163ea de magazine, Ototo.<\/p>\n

\n\u201eFruFru s-a \u00eentors \u015fi nu exist\u0103 un loc mai bun pentru a continua aceast\u0103 poveste dec\u00e2t Ototo. Povestea FruFru a \u00eenceput \u00een 2006, din dorin\u0163a de a-i ajuta pe oameni s\u0103 duc\u0103 o via\u0163\u0103 s\u0103n\u0103toas\u0103. Am continuat apoi cu Cooperativa FruFru, care a adunat sub acela\u015fi acoperi\u015f branduri cu valori similare. \u015etiind ce lupt\u0103 presupune un asemenea business \u015fi av\u00e2nd deja \u00eenv\u0103\u0163ate lec\u0163iile, am lansat Ototo \u00een 2021, ca o platform\u0103 menit\u0103 s\u0103 sus\u0163in\u0103 brandurile inde\u00adpendente (…). Acum ne-am \u00eentors cu FruFru, ca un brand independent (…)\u201c, a scris Simiuc pe pagina de Instagram a Ototo. El nu a putut fi contactat de ZF pentru comentarii adi\u0163ionale.<\/p>\n

\nLa \u00eenceputul acestui an, ZF scria c\u0103 antreprenorul Mihai Simiuc r\u0103scump\u0103r\u0103 brandurile Frufru \u015fi Urban Monkey de la gigantul anglo-olandez Unilever, dup\u0103 cinci ani de la momentul \u00een care a cedat controlul lor. Tranzac\u0163ia nu a inclus unitatea de produc\u0163ie \u015fi Cooperativele Frufru, acestea fiind \u00eenchise. Din datele ZF, produc\u0163ia FruFru va fi externalizat\u0103 c\u0103tre o fabric\u0103 local\u0103.<\/p>\n

\n <\/p>\n

\nPovestea tranzac\u0163iei<\/strong><\/p>\n

\n\u00cen ceea ce prive\u015fte Frufru, Unilever a intrat \u00een ac\u0163ionariat \u00een 2019, c\u00e2nd a preluat 75% din titluri. Apoi, a cump\u0103rat \u015fi restul de 25%.<\/p>\n

\n\u00cen 2019, compania Good People, care a operat businessul, a raportat afaceri de 39 mil. lei. Apoi, \u00een primul an de pandemie, v\u00e2nz\u0103rile au sc\u0103zut la 24 mil. lei. Ulterior, au revenit  p\u00e2n\u0103 la 35,5 mil. lei \u00een 2022. Datele pe anul trecut nu sunt publice.<\/p>\n

\nTotu\u015fi, este interesant de remarcat c\u0103 \u00een to\u0163i cei patru ani din \u201eera Unilever\u201c pentru care exist\u0103 informa\u0163ii financiare, businessul<\/p>\n

\n a fost pe minus, adun\u00e2nd pierderi de aproape 70 mil. lei. Astfel, gigantul a luat decizia s\u0103 renun\u0163e la aceast\u0103 afacere.<\/p>\n

\nUnilever este un grup gigant ce are \u00een portofoliu at\u00e2t produse alimentare precum Knorr, Magnum sau Hellman\u2019s, c\u00e2t \u015fi non-alimentare precum Dove sau Domestos. Gigantul anglo-olandez este prezent pe pia\u0163a local\u0103 cu opera\u0163iuni de import \u015fi distribu\u0163ie (prin intermediul companiei Unilever South Central Europe) pe de-o parte, \u015fi cu produc\u0163ie pe de alta. Grupul are fabrici \u00een Suceava \u2013 unde se realizeaz\u0103 \u00eenghe\u0163at\u0103 – \u015fi Ploie\u015fti \u2013 condimente \u015fi o alta de alimente. Avea \u015fi la Bucure\u015fti pe cea a FruFru, dar a \u00eenchis-o.<\/p>\n

\nFabricile din Suceava \u015fi Bucure\u015fti sunt cele pe care grupul le-a preluat odat\u0103 cu Betty Ice \u015fi, respectiv, FruFru\/Urban Monkey.<\/p>\n

\n <\/p>\n

\nO nou\u0103 poveste<\/strong><\/p>\n

\nDup\u0103 ce a v\u00e2ndut FruFru\/Urban Monkey, Mihai Simiuc a dezvoltat alte businessuri, printre care \u015fi Ototo, un retailer care adun\u0103 sub umbrela sa branduri independente. Primul magazin a fost deschis \u00een zona Pia\u0163a Amzei din Bucure\u015fti, \u00een 2021.<\/p>\n

\nUnitatea g\u0103zduia ini\u0163ial 2.000 de sku-uri de la 250 de branduri independente, acesta fiind modelul \u00eenc\u0103 de la \u00eenceput. E vorba de alimente oneste (ceaiuri, granola-bars, cookies, ciocolat\u0103, produse pentru copii, alimente de baz\u0103 \u015fi produse de b\u0103c\u0103nie), cosmetice naturale \u015fi cruelty free (parte din ele locale), detergen\u0163i prieteno\u015fi cu natura, variante de produse de \u00eengrijire \u015fi cur\u0103\u0163enie zero waste, plante, obiecte de ceramic\u0103 \u015fi papet\u0103rie.<\/p>\n

\nAu urmat apoi alte dou\u0103 magazine \u00een Capital\u0103 – Calea Victoriei \u015fi Calea Doroban\u0163i, plus shop-ul online.<\/p>\n

\nRecent, compania a f\u0103cut \u015fi un prim pas \u00een afara \u0163\u0103rii, la Viena.<\/p>\n

\nFirma Sonar Project SRL, care opereaz\u0103 businessul, a avut afaceri de 15 mil. lei anul trecut, plus 47%. Dincolo de Mihai Simiuc, care are 64% din ac\u0163iuni, mai sunt mai mul\u0163i antreprenori ce au pachete minoritare.<\/p>\n","protected":false},"excerpt":{"rendered":"

Antreprenorul Mihai Simiuc relanseaz\u0103 brandul de m\u00e2ncare s\u0103n\u0103toas\u0103 FruFru, pe care l-a r\u0103scump\u0103rat \u00een acest an de la gigantul anglo-olandez Unilever, \u015fi \u00eel listeaz\u0103 ini\u0163ial \u00een propria re\u0163ea de magazine, Ototo.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[58745,58746,387,58747,32726,10405],"class_list":["post-230492","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-antreprenorul-mihai-simiuc","tag-brandul-frufru","tag-magazine","tag-ototo","tag-rascumparare","tag-relansare"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/230492","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=230492"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/230492\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=230492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=230492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=230492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}