De'Longhi's Journey as an Investor in Romania is One of the North-West Region’s Success Stories,
from its market entry in 2012 in Jucu – Cluj, to the new industrial capacities near Salonta (Bihor) and in Satu Mare.

We wanted to understand what lies behind this sustainable development, what the next steps are, and what lessons can be drawn from this prestigious growth. We recently spoke about all this and more with Carmen Petcu, General Manager of De’Longhi Romania.

On the Decision to Invest in Romania

De'Longhi initially settled in Jucu, Cluj, following a fortunate opportunity – the acquisition of the Nokia plant, which at the time was available for sale.

Implementation and Development

Since then, the espresso machine and small household appliance manufacturer has grown in Romania to an annual turnover of over 2 billion RON, delivering millions of devices every year. Growth has been steady – from around 100 employees in Jucu in 2013 to over 4,000 today. The Jucu plant remains the largest in Romania.

Strong and consistent results have undoubtedly supported the expansion of the product portfolio, investments in technology, and increased capacity. Today, the Romanian team locally develops projects together with trusted suppliers in automation, industrial development, and IT.

"Yes, there is competition. Sometimes it's hard to find certain skills on the market," acknowledges Carmen Petcu.
"Still, things have settled a bit. The rush to switch companies quickly for more money has passed. People have started to value and pursue a career path focused on personal and professional growth – one that can only be built alongside resilient companies that have shown flexibility, tenacity, and innovation over time, especially in such a constantly changing political and economic context. Resilience is a good indicator of competence in business."

Human Resources and Local Integration

What did De’Longhi find in Romania?
"First of all, a solid recruitment pool with the needed competencies at all levels, and this pool remains accessible. De’Longhi now has over 3,000 people in Cluj. That kind of team is built over time, with patience, by growing and developing talent, people who grow with the company," Carmen Petcu told us.

Then, "a consistently good, even excellent relationship with the entire local and regional administration. A true partnership, built on respect and appreciation."

De’Longhi Romania has indirectly invested in the regional business environment, attracting both larger and smaller partners who have opened or expanded production lines in the area to serve their needs.

"Whatever you might need, in the North-West you’ll surely find one, two, even three companies that know how to deliver exactly what you’re looking for, and at the right quality. [...] Occupational diversity in the region is a key resource – it allows us to focus on our core expertise."

Perspective viitoare

Cum vede De'Longhi viitorul în România? Optimist, dar cu precauție ca întotdeauna, cu ochii la piața și economia globală, care este acum marcată de evenimente și schimbări majore.

„Uzina de la Satu Mare e la început de drum, o picătură, da, vom înainta, dar cu multă precauție. E normal.” 

Results and Impact

Even when speaking about past successes, Carmen Petcu does so with caution and calculation.
"Everything we’ve built in Cluj, luckily, has followed an upward path. The level of technical autonomy, capabilities, and the seriousness in executing investments and development programs – all of it has created a strong reference point for De’Longhi. That’s how we earned the trust to start the Salonta plant in 2020. It wasn’t a simple project, but today it’s delivering good results, with a mature team. The beginning was difficult, but we learned quickly together. In Romania, people learn fast.

And when we launched Satu Mare, we relied heavily on the experience we had already gained, including many of the people we worked with in Salonta."

"I believe that ‘act local, play local’ is a real opportunity for anyone who wants to grow a business in Romania. Regardless of ownership structure, I believe manufacturing in our country is a proven expertise – we manage to deliver what’s needed, when it’s needed.

I’m very proud of what’s produced in Romania. As long as it’s produced here – regardless of whether the company is Romanian or foreign-owned – it’s a long-term gain for the entire economy.

The clearest sign that a company truly trusts Romania is when, beyond the first wave, they decide to invest another euro. Because such a decision is driven by internal financial competitiveness indicators. That’s how it works – whether in China, France, or Bulgaria."

Future Outlook

How does De'Longhi see the future in Romania? With optimism, but as always, with caution – closely monitoring the market and global economy, both marked by major changes and disruptions.
"The Satu Mare plant is at the beginning of the road – just a drop in the bucket, yes – we’ll move forward, but carefully. That’s only natural."

Lessons and Advice for Other Investors

It’s not all sunshine and roses – as Carmen Petcu openly admits. The legislation isn’t always what it should be, and the first euro is the hardest to invest. Her wishlist includes wider roads within the Jucu industrial park, more digitalization, cheap green electricity, a fully integrated and automated plant – and many, many other improvements.

What would Carmen Petcu recommend to other companies? Even in today’s more sensitive, more turbulent context?
"To come, to work with a reasonable long-term horizon, to bring expertise and quality/efficiency in their work. There’s no more room for ‘get-rich-quick’ schemes. Romania still has great growth potential."