SARANTIS ROMANIA
Sarantis Romania is a Bucharest-based consumer goods distributor and brand operator, founded 1996, that produces and sells 100+ own and exclusively distributed brands across Personal Care, Home Care, Health & Care, and Luxury Cosmetics via 110,000+ Romanian retail points of sale, as a wholly-owned subsidiary of Greek multinational Sarantis Group.
- Company typePrivate
- Founded1996
- HeadquartersBucharest, Romania
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What SARANTIS ROMANIA does
Sarantis Romania S.A. is a Romanian consumer goods company founded in 1996 and headquartered in Bucharest, operating as a wholly-owned subsidiary of Athens-based Sarantis Group. The company develops, produces, and distributes a portfolio of 100+ brands across four categories: Personal Care (own brands STR8, BU, C-THRU, ELODE, ELMIPLANT, Carroten, Astrid, Kolastyna, bioten), Home Care (FINO, TOP STAR, TUB.O.FLO, SANITAS, JAN, HEWA), Health & Care, and Luxury Cosmetics. Its consumer goods reach is supported by 110,000+ points of sale across Romania, with product-level differentiation including EcoSun Pass certified UV filters and the FINO GREEN LIFE recycled-material line (garbage bags with 97% recycled content, FSC-certified paper packaging).
The company's business model combines own-brand manufacturing and distribution with exclusive representation of international premium and luxury brands. Own brands cover mass-market personal care, household, and sun care segments, while exclusive distribution partnerships with Johnson & Johnson (Neutrogena, Listerine, Johnson's Baby), Antonio Puig, Church & Dwight, Edgewell, Sodalis, Piz Buin, and luxury houses (La Prairie, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Chopard, Philipp Plein) generate transaction-fee revenue on third-party brands. The company sells at market-determined retail price points through direct distribution to retail chains, with go-to-market executed through channel partnerships and point-of-sale commercial excellence. The 2025 announced merger by absorption of STELLA PACK S.R.L. extends the model upstream into plastic packaging manufacturing.
Sarantis Romania operates within a multinational structure spanning 13 countries (Greece, Poland, Romania, Bulgaria, Serbia, Czech Republic, Slovakia, Hungary, North Macedonia, Bosnia, Portugal, Ukraine, Russia) with exports to 50+ countries and 3,100+ group employees. Operations are certified under ISO 9001, ISO 13485, ISO 45001, ISO 50001, and ISO 14001, with Romania additionally covered for cosmetics, home care, OTC drugs, and medical devices distribution. Gabriel Băloiu serves as Director General. No revenue figure is publicly disclosed for the Romanian entity, and the Group has consolidated but not separately reported Romania financials.
SARANTIS ROMANIA firmographics
Firmographics- Name
- SARANTIS ROMANIA
- Legal name
- SARANTIS ROMANIA S.A.
- Website
- https://romania.sarantisgroup.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sarantis Romania is a Bucharest-based consumer goods distributor and brand operator, founded 1996, that produces and sells 100+ own and exclusively distributed brands across Personal Care, Home Care, Health & Care, and Luxury Cosmetics via 110,000+ Romanian retail points of sale, as a wholly-owned subsidiary of Greek multinational Sarantis Group.
- Ownership category
- akta.pro rank
SARANTIS ROMANIA industry classification
Industry- Product category
- Personal Care & Consumer Goods
- NAICS
- Drugs and Druggists' Sundries Merchant Wholesalers (424210), Drugs and Druggists' Sundries Merchant Wholesalers (42421)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)
Keywords
Where SARANTIS ROMANIA is headquartered
LocationHeadquarters
- HQ city
- Bucharest
- HQ country
- Romania
- HQ region
- Europe
Offices1 record
Markets served
SARANTIS ROMANIA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Own Brand Product Sales: Development, production and distribution of own brands in Personal Care (STR8, BU, C-THRU, ELODE, ELMIPLANT), Home Care (FINO, TOP STAR, TUB.O.FLO), and Health & Care categories. Products sold through 110,000+ points of sale.
- Exclusive Distribution & Representation Agreements: Distribution and representation of international consumer product brands in Romania through exclusive strategic partnerships. Brands include Johnson & Johnson, Sodalis, Antonio Puig, Church & Dwight, Edgewell, Neutrogena, Listerine, Compeed, and luxury cosmetics brands including La Prairie, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Chopard, and Philipp Plein.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
SARANTIS ROMANIA product offering
Product offeringCore offering
Sarantis Romania develops, produces and distributes personal care, home care, health & care and luxury cosmetic products in Romania. Its portfolio combines approximately 25 proprietary brands (STR8, BU, C-THRU, ELODE, ELMIPLANT, FINO, TOP STAR, TUB.O.FLO, Carroten, bioten, Astrid, Kolastyna) with exclusive distribution rights for international brands such as Johnson & Johnson, Neutrogena, Listerine, La Prairie, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Chopard, and Philipp Plein. Products reach Romanian consumers through more than 110,000 points of sale across mass-market retail, pharmacy and prestige channels.
Product overview
SARANTIS ROMANIA is a consumer products company founded in 1996, part of Sarantis Group. The company operates as a distributor and producer of consumer goods across four main business units: Personal Care (cosmetics, toiletries, face/body care, sun care), Home Care (food packaging, garbage bags, cleaning tools, dishwashing, insect control, bathroom cleaners), Health & Care (vitamins, supplements, oral care, baby care), and Luxury Cosmetics (exclusive distribution of international luxury brands). The product portfolio includes 100+ brands comprising both owned brands (ELMIPLANT, FINO, STR8, C-THRU, Carroten, bioten) and distributed international brands (Johnson & Johnson, Puig, Church & Dwight, Neutrogena, Listerine, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier).
Differentiator
Problem solved
Functional benefit
Brands
- STR8: Own Personal Care product brand
- BU
- C-THRU
- ELODE
- ELMIPLANT
- FINO
- TOP STAR
- TUB.O.FLO
- FINO GREEN LIFE
- Carroten
- bioten
Quantifiable outcome
- Doubled financial size over the last decade while maintaining self-financing capability
- +2 more outcomes
Companies that use SARANTIS ROMANIA
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
SARANTIS ROMANIA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SARANTIS ROMANIA partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor and core.
- Polish Red CrossminorHumanitarian aid partnership for Ukraine. Clothes and food supplies transported to Polish borders through Polish Red Cross to support Ukrainian refugees. Sarantis Group donated products valued at over 160,000 euros.
- Puig (Antonio Puig)coreExclusive representation and distribution partnership for luxury and personal care brands including fragrance and cosmetic lines. Partner brand logos displayed on Sarantis Romania strategic partnerships page.
- SodaliscoreExclusive distribution partnership for Sodalis personal care brand portfolio in Romania.
- Church & DwightcoreExclusive representation and distribution partnership for Church & Dwight personal care brands in the region.
- Edgewell Personal CarecoreExclusive distribution partnership for Edgewell personal care brands including Batiste and others.
- Johnson & JohnsoncoreDistribution of Johnson & Johnson brands including Listerine, Johnson's Baby, and Neutrogena for health care and personal care categories.
- Piz BuincoreExclusive distribution of Piz Buin sun care brand for personal care portfolio.
- La PrairiecoreExclusive representation of La Prairie luxury skincare brand in the luxury cosmetics category.
- Carolina HerreracoreExclusive representation of Carolina Herrera luxury fragrance and cosmetics brand in Romania.
- Paco RabannecoreExclusive distribution of Paco Rabanne luxury fragrance and cosmetic products.
- Jean Paul GaultiercoreExclusive representation of Jean Paul Gaultier luxury fragrance and cosmetics brand.
- ChopardcoreExclusive representation of Chopard luxury cosmetics brand in Romania.
- Philipp PleincoreExclusive distribution of Philipp Plein luxury fragrance and cosmetic products.
- NeutrogenacoreDistribution of Neutrogena health care and skincare products in Romania.
- ListerinecoreDistribution of Listerine oral care products as part of health care portfolio.
- CompeedcoreDistribution of Compeed foot care and blister treatment products.
- Let's Do It RomaniaminorEnvironmental CSR initiative partnership. Sarantis Romania through FINO brand supports the largest environmental cleanup initiative in Romania. FINO provides 100% recycled plastic bags for volunteer waste collection activities.
- Sarantis Polska and PolipakcoreGroup subsidiary collaboration for humanitarian aid mobilization to Ukraine, including relocation assistance and employment support for Ukrainian employees.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
SARANTIS ROMANIA competitors and assessment
Company assessmentBroad incumbents
- Henkel Romania: Local subsidiary of Henkel AG covering laundry/home care and personal care/cosmetics. Overlaps with Sarantis Romania in home care (detergents, cleaning) and personal care categories in the same retail channels.
- L'Oréal Romania: Romanian subsidiary of L'Oréal Group active in mass cosmetics, luxury beauty (Lancôme, YSL) and professional products. Directly comparable to Sarantis Romania's luxury cosmetics distribution arm (La Prairie, Carolina Herrera, etc.).
- Colgate-Palmolive Romania: Romanian subsidiary operating in oral care, personal care and home care. Overlaps with Sarantis Romania in personal care and in distributed-brand oral health (Listerine).
- Unilever Romania: Direct subsidiary of Unilever covering personal care, home care and beauty in Romania. Competes broadly with Sarantis Romania's portfolio across mass and selective channels.
- Beiersdorf Romania: Direct local subsidiary of Beiersdorf AG (NIVEA, Eucerin, Hansaplast). Competes with Sarantis Romania across personal care categories in Romanian retail and shares a similar mix of mass-market personal care distribution.
- Reckitt Benckiser Romania: Local subsidiary of Reckitt focused on health, hygiene and nutrition (Dettol, Nurofen, Finish). Comparable to Sarantis Romania's Health & Care distribution segment including OTC-adjacent categories.
- Procter & Gamble Romania: Multinational CPG subsidiary with mass-market personal care, home care and health & beauty brands in Romania. Head-to-head competitor for shelf space across most of Sarantis Romania's categories.
Regional players
- Farmec (Gerovital): Romania-headquartered CPG manufacturer (Farmec/Gerovital) producing personal care, household cleaning and home-care brands for the Romanian mass market — directly comparable to Sarantis Romania's own-brand mass-market play in personal and home care.
Direct peers
- Interbrands Romania (Orkla): Orkla's Interbrands division operates a comparable business model across Central and Eastern Europe: exclusive distribution of international consumer brands alongside proprietary brands, marketed to retailers. Direct overlap with Sarantis Romania's owned-brand-plus-distributed-brand model.
Emerging players
- Dalli Group: European private-label and brand-distribution specialist headquartered in Germany/Netherlands with Eastern European activity. Comparable to Sarantis Romania's role as a regional distribution vehicle for international consumer brands.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SARANTIS ROMANIA social profiles
Digital presenceSARANTIS ROMANIA compliance and trust
Trust signalCompliance5 records
SARANTIS ROMANIA financial estimates
Financial estimateRevenue estimate
Valuation estimate
SARANTIS ROMANIA leadership team
Management profileNumber of profiles
Profiles1 record
SARANTIS ROMANIA subsidiaries and ownership
Company hierarchySubsidiaries1 record
SARANTIS ROMANIA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SARANTIS ROMANIA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SARANTIS ROMANIA
What does SARANTIS ROMANIA do?
Sarantis Romania develops, produces and distributes personal care, home care, health & care and luxury cosmetic products in Romania. Its portfolio combines approximately 25 proprietary brands (STR8, BU, C-THRU, ELODE, ELMIPLANT, FINO, TOP STAR, TUB.O.FLO, Carroten, bioten, Astrid, Kolastyna) with exclusive distribution rights for international brands such as Johnson & Johnson, Neutrogena, Listerine, La Prairie, Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Chopard, and Philipp Plein. Products reach Romanian consumers through more than 110,000 points of sale across mass-market retail, pharmacy and prestige channels.
Is SARANTIS ROMANIA a public or private company?
SARANTIS ROMANIA is a private company. It is classified as corporate owned and is currently operating.
When was SARANTIS ROMANIA founded?
SARANTIS ROMANIA was founded in 1996. It employs 51 to 100 people.
Where is SARANTIS ROMANIA based?
SARANTIS ROMANIA is headquartered in Bucharest, Romania, in the Europe region.
How does SARANTIS ROMANIA make money?
Two revenue lines are on record. Own Brand Product Sales are the primary driver. The others are exclusive Distribution & Representation Agreements.
Who are SARANTIS ROMANIA's main competitors?
Broad incumbents on record are Henkel Romania, L'Oréal Romania, Colgate-Palmolive Romania, Unilever Romania, Beiersdorf Romania, Reckitt Benckiser Romania and Procter & Gamble Romania. Farmec (Gerovital) is listed as a regional player. Interbrands Romania (Orkla) is listed as a direct peer. Dalli Group is listed as an emerging player.
Does SARANTIS ROMANIA have an API?
No public API is recorded for SARANTIS ROMANIA.
What industry is SARANTIS ROMANIA in?
SARANTIS ROMANIA's product category is Personal Care & Consumer Goods. Its primary akta.pro industry code is CRAOAHAG, Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience). Its NAICS code is 424210 and its SIC code is 5122.