Pefoc.ro - the business that brings warmth to Romanians' homes

Blog
24.03.2020
Pefoc.ro - the business that brings warmth to Romanians' homes
24.03.2020

„From the very beginning, we believed in the quality of the products, values and ideas, as well as the entire process of providing services. Here we are today, 20 years later, stronger than ever.“ - Ovidiu Prodea, founder of PEFOC.

Next, we invite you to find out the story of a successful business, which brings warmth to the homes of Romanians through the fireplaces built by passionate and professional people.

1. I know your business has a long history behind it. Please tell us, when and how did you start?
It all started in the year 1999, when Ovidiu Prodea (currently one of the 3 associates within the company) goes to Germany, following the invitation of family friends, to learn how to build a fireplace. In the year 2000 he builds the first fireplaces with the help of his accumulated knowledge. He continues to build fireplaces, training other people and carrying out works in the neighboring counties of Sibiu. The idea continues in an upwards trend until 2006, when a main problem appears - the non-existence of the necessary materials for the construction of a professional fireplace in Romania. Ovidiu Prodea's eldest son – Beniamin – joins and, together, they set up a company to also provide the materials that the assembly teams needed to build fireplaces. Within a short period of time, several craftsmen from the Sibiu area are supplied with the necessary materials for building the fireplaces. At the end of 2013, the younger brother – Samuel – also joins the business and thus the company's management team is formed in the format it still is in today. In this format, with clear strategies and reliable external partners (suppliers of European level) the business expands nationally, with the main activity of fireplace distribution under the brand Pefoc.ro.



2. So it's a family business. What are the advantages, but also the challenges, in this situation?
Since this is a family business, there are both advantages and challenges. In our case, the challenges are related to the differences in personality, as well as those regarding the attributes and abilities of each of us. In this way, we complement each other and the responsibilities are obviously divided according to each person's strengths. Being not only different personalities, but totally opposite in many respects, I could say that this can be a challenge from time to time, materialized by differences of opinion, way of thinking and the way we perceive things. However, I could say that it is more of an obvious advantage!

3. At the moment there are many stores in all major cities in Romania. Do you think that it is more important to have showrooms than to present the products only in the online environment?
We are currently present both online and in showrooms throughout Romania. We believe that these two can combine very well with each other. In most cases, customers, thanks to technology and the Internet, are very well informed from home, and then turn to showrooms and companies that can build a ready fireplace, knowing exactly what they want and what they have to demand. The online environment contributes a lot, so customers can make the right decision to their advantage and can also compare products, taking as much time as they need.

4. „A good householder buys his sleigh in summer and his cart in winter.” Does this saying also apply to the fireplace market? What is the period with the highest demand?
Yes. This saying also applies in our industry for some of the products we sell, especially for a period of approx. 3 months of the year, when the demand is lower (we are talking about the off-season). This period usually begins after Easter and ends in early August. However, the period with the highest demand of the year starts in September and lasts until Christmas. We recommend, not only in terms of materials, but especially in terms of assembly, that those who want a fireplace look for offers and get information. We recommend they do so beginning with summer. Not only to get a better price, but because of the fact that good craftsmen are very busy during the high season with many jobs accepted in advance. It is important that the assembly is done by a person specialized in the field, so that the products can work at optimal parameters and have durability over time.

5. How does PeFoc.ro set itself apart on the Romanian market from the rest of the competitors in the field?
Pefoc.ro sets itself apart both through products and the services it provides on the national market – for example, the supply of materials within a short time (1-2 days) throughout Romania from its own stock. Most of the materials we exhibit, with a few exceptions, are in stock. Focusing mainly on products that have a good ratio, both in terms of quality and price, is again an advantage offered by us, so that the products are bought due to the specifications and prices they have, without the need for endless arguments or marketing persuasion for someone to buy the products.
Practicing real prices and real discounts on certain products (if applicable) has also built the customers' trust in our brand, and here I am referring to the fact that we do not practice strategies such as inflated prices, which are then reduced just to hook customers or for the sake of modern marketing. I think these things recommend us and make customers recommend us in turn.



6. What guarantees do you offer buyers?
The guarantees vary a lot, and they cover a period of 2 up to 30 years. With a wide range of products and services, these guarantees differ greatly (in duration and consistency). If I were to mention what the most common guarantees are, then they would be the 5-year guarantees.

7. I noticed that you have a very good communication with customers in the online environment. How important is this aspect?
We try through the online environment to communicate everything we do and everything that characterizes us, starting from the way we carry out the activity, events, tips, own presentations of the products and their testing. We are as transparent as possible in everything we do and we can observe that this aspect is highly appreciated by customers. That is why we consider this to be important.

8. Fireplaces: a way of heating or a design object? I notice that more and more people have a fireplace just because it’s „in fashion”.
If 5-6 years ago a large part of customers chose a fireplace as a heat source, presently most people choose it for design reasons. For the beautiful ambiance it offers, to listen to the crackling of wood or to watch the game of flames. Even if wood has become more expensive, this does not rule out the tendency for people to choose a fireplace from other ranges, such as: gas fireplaces, pellet fireplaces, bio-fireplaces or electric fireplaces.

9. What are the 2020 trends regarding fireplaces?
In respect to the fireplace market, it is constantly changing, not only in Romania, but throughout Europe. In 2020, more and more people are turning to fireplace stoves, which no longer require a complicated installation, but which have a more special look. They turn to the range of premium fireplaces, due to the performance and clean combustion they develop and to gas fireplaces, which are similar to traditional wood fireplaces, but the comfort is much greater - everything can be controlled and adjusted very easily using a remote control. What we want is for customers to focus not only on quality products, but also on qualified personnel for the implementation of these products, so that they can truly enjoy the investment they make for as long as possible or, why not, even for a lifetime.

Photo by: Pefoc.ro