Deutek is Romania’s largest decorative paints producer.
Operating in a highly-fragmented and competitive market, Deutek has succeeded in establishing a leadership position in Romania’s decorative paints industry, securing over 20% retail market share. Its products, which include the Superweiss and Danke! brands, enjoy a high level of consumer awareness and are recognised for their quality and performance. The company also has a fledgling business-to-business portfolio.
Founded in 1993, Deutek originally imported its paints from Germany, switching to local production in 1998. Its distribution system is one of the strongest in the industry, operating through a national network of 30 carefully selected local or regional distributors which in turn supply some 1500 wholesale and retail outlets.
Romania’s decorative paints industry is significantly under-developed with current usage per capita well below the European average which exceeds 10 litres per person per year.
In a globally consolidating paints industry, Deutek’s market leadership, combined with the higher growth rates and margins common to Central European businesses, make it a highly attractive strategic acquisition target for global or pan-European operators. The strategy going forward is to focus on the expansion of its product offering alongside the enhancement of existing technologies and the extension of its current distribution channels.