Romania’s largest online retailer eMAG launched on Thursday, September 11, a new product category, Home&Deco, for those who are looking to arrange and decorate their homes, and targets EUR 6.8 million in sales on this segment in the first year.

The company already signed contracts with 34 vendors and has more than 10,000 products on offer, which include kitchen equipment, cleaning products, furniture, mattresses and decorations, eMAG announced.

“The Home&Deco category is part of eMAG’s plan to expand its business horizontally,” said Violeta Luca, vice president and executive manager of eMAG. Diversification is a constant in what we aim for and this fourth category that we have launched since the beginning of this year, after Auto, Sport&Outdoor, and Food, brings us even closer to our objective of becoming the online shop where clients can find almost any product,” she added.

eMAG has some 1,500 home and deco products on its own inventory, which are deliverable in 24 hours, while for the rest delivery takes 48 hours at most. Among the brands which are available on this category there are Tefal, Vileda, Luminarc, Arcuisine, Bormioli, Fiskars, Tescoma, Brabantia, Gimi, Fackelmann, Dr. Oetker, Solingen, Curver and Green Future.

“We chose to launch this category now for more reasons: people are coming back from their holidays with ideas, plans and new budget for their homes, they are finalizing constructions started in spring and are starting to equip and decorate them,” Violeta Luca explained.

eMAG, which is controlled by South-African investment fund Naspers and Romanian businessman Iulian Stanciu, is the largest online retailer in Romania. The company aims to increase its sales by 40% this year compared to 2013, when it had a turnover of EUR 187 million.

The company has about 900 employees but by the end of this year it plans to increase its headcount to more than 1,000, as it’s not only diversifying its offer but also extending its regional presence.

Read more about eMAG's recent launches below:

Romanian online retailer eMAG and supermarket chain Mega Image launch joint online supermarket

Romanian online retailer eMAG starts selling car parts & accessories

Largest Romanian online shop eMag wants 40% sales growth, more product categories to be added

Andrei Chirileasa, andrei@romania-insider.com