First Store and Expansion Plans
The German home & deco brand Butlers officially opened its first store in Romania, located on level -1 of Mega Mall Bucharest, covering an area of 197 sqm. The franchise belongs to entrepreneurs Alexandru Balaci and Paul Dumitrescu, who hold exclusive rights for Romania until 2035 and plan to develop a network of five stores nationwide by 2029.
Founded in 1999, Butlers is now present in over 12 countries, with more than 130 stores. Its portfolio includes home décor products, themed items, accessories, small furniture pieces, and gift ideas.
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Strategy and Customer Experience
Following the opening of the Mega Mall store, the company plans to expand into major cities, with a new location scheduled for 2026. Butlers Romania will implement an omnichannel sales system, including click & collect and shop & ship services, giving customers the option to purchase both online and in-store. The website will launch on November 1, and starting in January, customers will also be able to order furniture on pre-order.
“Butlers has arrived in Romania with a new concept. While most stores focus on a single theme, offering furniture and décor in just two or three colors, Butlers comes as an explosion of color and varied concepts, aiming to satisfy all customers’ desires. We focus on seasonal items that beautify and personalize Romanian homes in every season,” says Paul Dumitrescu, co-founder of Butlers.
Butlers Romania benefits from direct support from the international team in Germany in all stages of implementation, from selecting locations and store layouts to choosing collections.
Photo: Wikipedia
